Research On Development Strategy Of SH Hotel In Chengde City

With the continuous development of China's economic and social,the hotel industry has become an important part of the third industry in china.At present,China's hotel industry is in the stage of development,international and domestic chain of luxury hotel is continuing layout high-end hotel market by opening new hotels and the establishment of a new sub-brand;In the low end hotel market,the development of the chain quickhotel is rapid,the market competition is intense.At the same time,four-star hotel in the middle of hotel market.The development of four-star hotel is under pressure from the high and low ends of hotel industry.The research object of this article is SH hotel,a state-owned four-star hotel located in Chengde city.Due to the impact of internal and external factors,SH Hotel began a decline in turnover and loss.SH hotel needs to adjust the development strategy of enterprises.By using the PEST analysis method and the Potter five forces model,analyzes the external macro environment and industry competition environment of the hotel SH.In this paper,by using PEST analysis method and Michael Porter's five forces model,the author analysis the SH hotel of the external macro environment and industry competition environment.The author uses the internal environmental factor analysis method and the internal value chain analysis method to analyze the internal environment of enterprises.After the analysis of external and internal environment,through the SWOT analysis,the author defined the advantages and disadvantages of the enterprise,the external opportunities and threats.The market segmentation,target market selection and market positioning and the strategic objectives of SH hotel are proposed.In this paper,the authors propose an overall strategy adapted to SH Hotel.The overall strategy combines internal analog diversification strategy and intensive strategy.Under the guidance of an overall strategy,SH hotel's competitive strategy is differentiation strategy based on quality of service.Functional strategy comprising marketing strategy,human resource strategy and financial strategy.The author chooses the enterprise culture strategy implementation model.The implementation of enterprise strategy and enterprise culture construction at the same time.The author puts forward the enterprise strategy implementation steps based on the 7-S model.The implementation of strategy includes 7 factors:strategy,structure,system,style,staff,skills and common values.Author put forward specific implementation measures,including the construction of scientific strategic system,adjust the organization structure,establishing a modern hotel management system,enterprise culture construction suitable for enterprise development,through the modernization of human resource management to form an excellent staff team,create a service quality brand by improving service skills,establish a common value conducive to the implementation of the strategy.