Research On The Management Strategy Of Star Resort Hotel

The national government issued the "eight provisions","the six prohibitions" and other policies in 2012,Strengthen the three consumption control efforts to upgrade,star resort hotel industry consumer market has undergone major changes,especially in the reception of the main star resort hotel in the operation of a direct impact.Facing the change of the market situation,the star resort hotel needs to seek the suitable management strategy.First of all,based on the analysis of domestic and foreign research status quo,this paper introduces the basic situation of resort hotel,strategic management theory and strategic analysis theory.Secondly,taking DYC hotel as an example,and using PEST model and Potter five forces model,this paper analyzes the external macro environment and market competition environment of China’s star resort hotels.Using the internal and external factor matrix analysis model,this paper analyzes the internal and external strategic environment of DYC hotel,and discusses on the management strategy of Star Resort Hotel.Finally,we conclude that the DYC hotel should adopt the strategy of diversification and differentiation under the new situation,and locate as integrated resort hotel,DYC hotel’s strategic positioning,strategic objectives,and offer a proposal of the specific implementation path.The specific strategic implementation path of DYC hotel,can be planned for product expansion,price differentiation,brand culture and channel diversification.Through this study,DYC resort hotel should take the initiative to adjust its market positioning,develop products,pricing strategy,give full play to its brand strength,scale,resources and other advantages,to regain the vitality of the market,help to improve the operating status of the hotel,make an inventory of existing assets,profit.Only by doing a good job in the transformation of business strategy,in order to better adapt to the new situation,seize the development opportunities,in the fierce competition in the market to maintain the advantage.