Research On Competitive Strategy Of Golden Inns

Beijing's economy hotel industry has experienced high growth in the golden period, from 2010 began to gradually become slow rational growth, intensifying competition in the region. Golden Inns Beijing was established in 2007, is a specialized business reform and integration of the product of coal enterprise. After six years of development, now has 11 stores, outlets 5,6 stores, has a certain influence in the region. Golden Inns due to the limited scale of operation, brand construction and the restriction of state-owned property, is not fully in accordance with the market-oriented operation. In the last two years, is facing a decline in occupancy rates, slow income growth trend. How to use their own conditions, accord with the actual development of the hotel competition strategy, break through the bottleneck, obtain competitive advantage become urgent problems at present.Taking Golden Inns' flagship store as the research object, the field of hotel management state, collect data, using PEST analysis and. Poter's five forces model analyze the external environment of the hotel, and objectively analyze the conditions of its own,. In this paper, through the SWOT matrix analysis the advantages and disadvantages of the hotel itself and opportunities threats, mature economy hotel development experience at home and abroad for reference, and strategic management theory, puts forward the real practical differentiation, the centralized competitive strategy and implementation measures.Finally, the article also analyzes important factors in the process of strategy implementation, to ensure the smooth implementation of the strategy, pointed out the strategic direction to the development of Golden Inns.