Study On The Strategic Development Of Soluxe Hotel Guangzhou

Guangzhou sunshine hotel is a five-star hotel owned by CNPC.It has been taking "marketization,specialization,standardization and branding" as its strategic development target.However,the excessive emphasis on standardized service operation and the neglect of personalized service system make it difficult for enterprises to stand out among many competitors.At the same time,some problems have been exposed in the process of operation.For example,the decoration style more than ten years ago is moderate and conservative,lacking highlights to attract customers’ attention.Conservative management system can not help the further rapid development of enterprises;Brand marketing is still in the traditional way,in the Internet wave driven by the new technology and technological innovation and emerging economic environment,the existing brand publicity and marketing methods have become very weak.Through the analysis of the internal and external environment of the hotel,the main advantages of the enterprise are summarized in three aspects: first,the background advantage of the group is conducive to the acquisition of stable business resources;Second,the advantage of geographical location,convenient transportation,close to the convention and exhibition center;Third,the management team is stable and experienced.The disadvantages are reflected in the exposed problems: first,the old equipment and facilities;Second,the management system is not mature and perfect;Third,weak marketing channels.In the "Internet plus" and big data booming,rapid technological innovation,the country proposed "One Belt And One Road" "guangdong-hong kong-macao greater bay area" economic strategy,for guangzhou sunshine hotel brought new development opportunities.However,within a radius of 3 kilometers,guangzhou sunshine hotel has opened 5 new high-star hotels,3 of which are international brands,and the rising labor and operation costs have also brought severe challenges to the development of the enterprise.Under the new economic situation,the competition situation,Guangzhou sunshine hotel original development line,has been unable to meet the current market environment.Combined with the SWOT analysis in chapter 3,Guangzhou sunshine hotel should take the goal of establishing brand image,building industry influence and obtaining sustainable income as the target,adopt the defensive development strategy,and combine the technology introduction and talent strategy.Around several aspects to carry out the implementation: first,fully explore the advantages of the sun hotel’s own characteristics,no one I have to strengthen the competitive defense barriers,maximize the advantages of the hotel to attract the world,long board.Secondly,to solve or reduce the impact of aging hotel equipment and facilities on guests’ consumption experience,hardware and software deficiency,focus on improving service quality,creating personalized service system,polishing service products,and combining soft and hard to enhance comprehensive strength.Third,strengthen brand marketing channel development,combined with the national political and economic development direction,assume more social responsibility,establish a local brand image,enhance social recognition.The implementation of the strategy in two aspects,on the one hand,give full play to the advantage of existing: one is the analysis of the company should be more internal units in customer demand,to provide customized service,not only confined to the meeting,catering,accommodation services,such as general courses for each company,improve benefits at the same time,the enhancement enterprise viscosity with our customer,improve customer loyalty;The second is to make full use of geographical advantages,and lock the target customer base;Third,strengthen personnel training,enrich the backbone,stimulate the enthusiasm of employees,to improve the quality of work and work efficiency.On the other hand,it makes up for the shortcomings.First,it gradually introduces new technology and equipment to bring guests fresh,convenient and brand new experience.Second,to create a personalized service system,to provide guests with personalized service temperature,which will also be the most core competitiveness of the enterprise;Third,strengthen the expansion of marketing channels,absorb and transform OTA channel customers into hotel members,open up cross-border cooperation,and increase brand awareness and reputation.