Research On Competitive Strategy Of SDZH Hotel

SDZH hotel is a high star hotel invested by the tobacco industry,which is located in the downtown area of Jinan city and close to the business circle of Quancheng Road.Since its opening in 1998,the operation and management level of the hotel has been continuously improved,the brand recognition has been gradually improved in the surrounding areas,and the hotel operation is in an healthy state of development.With the continuous development of Chinese economy and society,the national disposable income is getting higher and higher,and the consumption structure of residents is constantly upgrading.At the same time,tourism has become an national strategic pillar industry,and the policies and measures to promote the development of tourism has been made by the provincial and municipal levels,Jinan tourism market ushered in a new round of development opportunities.On the other hand,the competition in Jinan hotel industry is becoming more and more fierce,more and more high-star hotels are about to open and being built.By the end of 2018,nearly 30 high-end chain hotels have been built or newly introduced,and the competition in regional market is extremely cruel.Facing the new market environment and competitive situation,how to accurately position the competitive strategy and ensure the invincible position in the future market competition has become an important issue that SDZH hotel needs to solve urgently for its high-quality development.Based on the actual operation and management situation of SDZH hotel,and based on the external environment and changes of market competition situation faced by the hotel in the process of operation and development,this paper used various theoretical analysis tools of mature strategic management to analyze various influencing factors faced by the hotel in the new competition situation from multiple dimensions.In terms of internal environment analysis,detailed analysis of the hotel's resources in the financial management,organization ability,regional traffic,hardware condition,technology,talent and brand influence aspects,and analysed the hotel's ability in the marketing,profit,innovation,cost control,financing,organization,operation and technical conditions on the basis of analyzing the resources and capacity,by using value chain analysis tool,from the hotel's internal logistics,production operation,external logistics,sales and service,enterprise infrastructure,human resources,technology development and procurement aspects to analyze systematically,clearly define the advantages and disadvantages of the hotel in the market competition,Based on this,the IFE matrix is established.In external environment analysis,using PEST tool to analyze the hotel's policy/legal,economic,social culture and technology and so on,using the five models about new entrants threat analysis in the hotel industry,the supplier bargaining power,buyers bargaining power,substitute threat and the degree of competition between the rival of the existing situation,and further analysis of several main competitors management situation,comprehensive above factors pointed out the opportunities and threats in the hotel in the market competition,on this basis of establishing the EFE matrix.By establishing the EFE matrix and IFE matrix,and on the basis of SWOT analysis,to establish the QSPM matrix to analyze the feasibility of the three basic competitive strategy implementation.To choose the differentiated competitive strategy suitable for hotel management and development after comparative analysis,to formulate specific implementation measures,at the same time,to protect competition strategy to get better effect,and to suggest specific safeguard measures,including strengthening team construction,strengthen the supervision and review of financial control,refining supervision and inspection,curing process standard,advocating the lean innovation and establish brand image,etc.Striving to making the hotel in an advantageous position in the future market competition,to ensure the high quality development.The study of this paper has a strong reference and guiding value for the selection of competitive strategy transformation of the same type of hotels.At the same time,it provides effective reference for state-owned hotels to break through the inherent thinking limitations and maintain their competitiveness in the fierce market competition,which has a strong exemplary role.