Research On Operation Strategy Of Baoding High-star Hotel In The New Situation

With the rapid development of economy, the tourism industry in the national economy is becoming more and more important. In December 2009, the NO.41 Document of State Council declared that develops tourism industry to a strategic pillar industry of national economy, and tourism industry should provide p eople more satisfactory service, which determines the strategic position of tourism industry from the national level. As one of the three pillar industries of tourism industry, the development of the hotel industry plays an important role in the sustainable development of tourism industry. Since the reform and opening, the number of high-star hotel grows quickly. High-star hotel industry set catering, accommodation, entertainment, fitness, shopping at a suit, which is the leader and vane in the high-end consumption of the tourism industry. And high-end consumer pursue high-star hotel because of the luxury facilities, high-grade products, excellent service and high price. Therefore, high-star hotel favored by investors with its considerable economic benefit, quick return of investment, which creates the situation of proliferation, fierce competition and highly stay of the high-end consumption.As the second largest city in Hebei province, Baoding has geographical advantage and abundant tourism resources. With the rapid development of tourism industry, the high-star hotel industry of Baoding also has a growing. According to the statistics, there were twenty high-star hotels in Baoding, including five five-star hotels and fifteen four-star hotels. After the release of the rules limit to the public consumption, the high-end consumer and business demand decreased, and performance declined in the high-star hotels. In addition, the release of the “Tourism Law” and “National Leisure O utline ”, the appreciation of RMB, the growing environmental problems, and the rapid development of the to urism industry and green economy, integration of jing-jin-ji etc., which all make the high-end consumption decline rapidly and the mass consumption rise. In the new situation oriented by the country, Baoding high-star hotels should change concept, innovate products, explore potential market, which are the key to stay in an impregnable position in the competition.The author took field investigation of Baoding high-star hotels, collected data and interviewed midlevel or senior managers of the hotels. According to the investigation, this paper combs the operating situation of Baoding high-star hotels in the new situation, summarizes the present development situation, analysis the existing problems, and then puts forward the corresponding countermeasures. By using management innovation theory, this paper analyzes problems in the operation of Baoding high-star hotels in the new situation from products, market, marketing, management. And strategies are discussed in the end of this paper, including product innovation, market transformation, marketing system reengineering, hotel management, industry development, etc. in order to provide intellectual support for the operating of Baoding high-star hotels in the new situation, and achieve long-term healthy development.