Research On The Development Strategy Of Chengbao Hotel

In recent years, competition in the hotel industry is increasingly fierce. Economy hotels in developed countries of Europe and the United States are already a mature form of hotel management. In China, economy hotels are also developing fast, and with the characteristic of its cost-effective and high-quality services quickly gain a foothold in the hotel market, and also won the consumers' recognition. But under the background of economy hotel expanding rapidly, rapid development will bring many problems surfaced,such as homogenization, weak core competitiveness, ignoring the strategic planning and etc, which need to solve. Taking Chengbao Hotel as the research object, research on the problems facing in the process of its development and its development strategy has certain theoretical and practical significance.Firstly, by using literature research method, the thesis summarizes and reviews the basic related concepts and theories of management, strategic management and other relevant disciplines, and build the research framework. Secondly, through the use of case study method, based on the analysis of Chengbao Hotel's development status and current strategy and implementation, the thesis analyzes current problems existing in development strategy formulation and implementation. Thirdly, the thesis uses the PEST analysis method and Potter's five forces model to analyze the external macro-environment and industry environment the hotel faced, and the hotel internal-environment analysis form the value chain, resources and capabilities. Finally, by using the SWOT analysis matrix, the thesis analyzes comprehensively the external opportunities and threats and the internal strengths and weaknesses the hotel faced. Based on the SWOT analysis matrix, the thesis analyzes the strategic choice of the development of ideas, and put forward the overall strategy and specific strategies implementation of the hotel. Through the above analysis of the thesis, the hotel should be based on the development strategy for the overall strategy, and make the implementation through product differentiation, focus on market segments, low cost strategy and other targeted strategies could be effectively launched. The purpose of the thesis is to provide a basis for decision making to promote the sustained and healthy development of the Hotel, and to provide reference for China's other economy hotels strategic planning.