| With the improvement of life level, people’s demand for leisure is growing and the leisure time has come. As a precious natural resources,the hot springs has been meeting the needs for health care of modern people, and its importance in the leisure vacation is widely recognized.The hot spring culture theme hotels are rapidly developing in contemporary china. The underground hot water resources of Liaocheng City are abundant with good quality.The Jiangbei Shuicheng Spa Hotel is the earliest hot spingshotel with the most complete function. Because the competitors are continuing to join and the customer’s demands are diverting, the Jiangbei Shuicheng Spa Resort Hotel is facing more and more severe market challenges.So, it is the urgent need that innovating in the strategy management of the hotel and enhancing its competitive strength to promote its long-term development.The theory of strategic management has been briefly reviewed in this paper.The literature about domestic and international hot spring resort hotels has been analysised and synthesised too.After analysising of the external environment using the correlation analysis tool that the people’s living standard and consumption ability, health care, leisure demand are rapidly increasing. Meanwhile, in the state of new economic normality, due to the need of economic transformation and upgrading, the society has given great attention and strong support to the development of leisure industry. These are have brought a broad space for development and bright prospects to the hot spring resort industry. According to the analysis on the industry competition that the Jiangbei Shuicheng Spa Resort Hotel facing, the threat from the potential entrants and competitors is larger, and the bargaining power of buyers and the threat of substitute product, the bargaining power of suppliers is not great. According to the comprehensive analysis with the EFE it is thaught that the enterprise should seize the opportunity,and accelerate the development of itself. After the analysis of the internal capability of Jiangbei Shuicheng spa resort hotel using qualitative analysis and quantitative comprehensive evaluation,it is thaught that the Jiangbei Shuicheng spa resort hotel can provide competitive spa products and its support facilities are complete. Its organizational structure is appropriate, but the homogenization of the products are serious. In addition,its human resources is insufficient and the marketing ability is insufficient,the market development is not enough. It should be targeted to use the resources to improve the enterprise’s competitiveness to win the market.Based on the analysis and comparison of three types of competitive strategy, its is determined that should been implemented that the differentiation strategy based on the core competence and the target focus strategy based on the key tourist market. Three ways of innovativing products have been put forward, inluding regional alliance and industry alliance,enterprise alliance. According to the marketing mode based on the needs of the society development, the measures should been implemented that adjustments in the marketing strategy, marketing channels and marketing methods. At the same time, some suggestions have been made that cultivating the human resources with the core ability and the enterprise culture with sense of belonging, strengthening the surrounding ecological environment protection.In this paper, it takes the Jiangbei Shuicheng Spa Resort Hotel as the research object and the theoretical knowledge and practical experience have been used. The springs hotels are combined with scenic spots and hotels, from the angle of enhancing the competitiveness of the enterprise,the suggestions have been put forward that differentiation strategy, focus strategy and the way of realizing the goal,in order to help the development of the enterprise, and provide the reference for other spring enterprises in less developed areas. |
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