Research On The Development Strategy Of YM Hotel

YM Hotel is located in Yuanmou County of Yunnan Province,which is built according to the standard of four-star-hotel level,invested by Yuanmou Taihua Trade Co.,Ltd.,.YM Hotel is a multi-functional,foreign-related,up-scale hotel which integrates hotel rooms,restaurants,entertainment,leisure and conference etc.Yuanmou County as an important agricultural county of Yunnan Province,with its modern agricultural development,the shaping of characteristics of tourism new brand,the local hotel industry ushered in the rapid development of the opportunity period.The positive significance of the development of the hotel industry in the rapid development and construction of county-level areas is not only limited to the development and benefits of a hotel,but also to the development of local economic level to a certain extent.Competition in modern enterprises,largely expressed as the development strategy of competition,in the face of the current new situation and new environment,in order to make YM Hotel in the fierce competition in the market a firm foothold,and gradually form their own operating characteristics,Sustainable development,it is necessary to find the hotel's development strategy by systematic analysis and research,propose rationalization recommendations.This paper is divided into three parts:The first part summarizes the theory of strategic and the analysis method of strategic management,explain the current domestic hotel industry situation,put forward the concept of " mid-scale hotel" and elaborate its development;The second part mainly based on the internal and external environment of YM Hotel,use the PEST Analysis Model for the macro environment,Michael Potter's Five Forces Model for micro-industry environment,clear its strategic background.And finally analysis the interior capacity and resources of YM Hotel,find out its own advantages and disadvantages,face to the existing problems,and explore the development ideas;The third part mainly use SWOT Analysis Model to further clarify the hotel's development strategy objectives---"Mid-scale Comprehensive hotel",As well as its strategic objectives and strategic options.Finalized measures such as "Sound hotel management system,multi-channel marketing strategy,building a perfect personnel training system and local culture into the brand building",to provide protection for the implementation of the strategy.