Research On The Development Strategy Of Hotel XL

With the growth of our economy and the rapid development of real estate,the number of hotels is increasing,especially the high star hotel,the supply speed is much higher than the market demand,in China's economic growth is slowing,the optimization of economic structure,the overall economic situation presents new normal,the hospitality industry began to withstand the impact of the economic transformation.At the same time,a series of "eight-point" and "six-ban" have been introduced in the new party central committee,restricting the policies and measures of the three public consumption and restricting civil servants,and forming a new political normal of vigorous anti-corruption,thanks in large part to put the brakes on the wind of the public funds to eat and drink,and diminished the high-end consumer and business demand,to high-end government consumption as the main market structure of high-end hotel management has brought great challenges.Under the impact of the China's new normal and the background of environmental changes in the market,the high star-rated hotel operating conditions gradually exhaustion,proportion of public spending have,hotel for business customers is lower and lower profit margins.In the face of complex new markets and new policies,new forms and new mode,the hotel industry to maintain good posture,have to explore development of the hotel under the new normal.In this paper,in light of the present condition of the high star hotel industry,taking the new normal as the perspective,with Hebei XL Real Estate Group limited Co.,Ltd,,a five-star hotel-XL hotel as the research object,to the hotel development strategy as the starting point,PEST analysis,Michael Porter Five Forces Model and internal resources analysis,analysis of internal and external environment for the development of hotel XL and facing the opportunities and threats,advantages and disadvantages.Then through SWOT analysis has been clear about the growth strategy is a major strategic choice,for the future development of XL hotel and put forward by implementing product strategy.In the end,the article puts forward the characteristic humanized innovation to enhance the hotel product brand,optimizing organization structure to promote the service level,broadening the marketing channels and enriching marketing means,optimizing human resources management,strengthening the customer relationship management,giving full play to the functions of the financial department and developping new markets,in total seven implementation strategies.