Research On Competitive Strategy Of SW Resort Hotel

Since the reform and opening up,the rapid development of economy and the increasing discretionary income of residents,the number of traveling abroad showed a trend of increasing year by year.Inbound tourists to China are also growing rapidly.Resort Hotel,as a new hotel format,is to provide accommodation,catering,entertainment,meetings and other services.It is not only a trend of Modern Hotel,but also be the sought after objects from crowd who has a taste,high income and enjoy the life.But in recent years,with the gradual development of China's economy into the new normal,hotel supply side structural reform is imperative.SW resort hotel is a five-star hotel belongs to the private enterprise WW group.Now,it is a well-known international hotel management IHG group responsible for the management of.Related to the competitive strategy,various theories such customer value theory,blue ocean strategy theory,Potter's five forces model as the theoretical basis in this paper to analysis the non market environment and market environment factors of SW Resort Hotel.At the same time,after in-depth understanding of SW Resort Hotel,this paper analyzes the existing competitive strategy of SW Resort Hotel and will analyze the core competitiveness of SW resort hotel based on resources,capabilities and value curve.After analysis and research,the core competence of SW resort is low cost land resources,excellent ecological environment,abundant capital flow,influential brand and good corporate culture.On this basis,after determining the position and goal of the competitive strategy of SW resort hotel,this article chooses the differentiation strategy to develop itself under the static competitive strategy environment,and uses the classical marketing mix theory 4P4 C theory to realize the strategic goal under the dynamic competitive strategy environment.According to the 4P4 C theory,SW resort will use product strategy,price strategy,promotion strategy,channel strategy and customer satisfaction,cost,Convenience and Communications.In the light of the strategic target of SW Resort Hotel,this paper has determined the strategy of formulating and implementing talents and coordinating and maintaining the strategy of stakeholders.I hope that in today's fierce competition in the hotel industry,SW Resort Hotel in the original market has a better development to provide new strategic thinking.