A Study On The Development Strategy Of DC Hotel Group

The achievements of China’s economic reform and opening-up over the past40 years have attracted attention.At the same time,with the growth of China’s domestic hotel industry,the group has gradually formed a development model of collectivization in the fierce industry competition,and its scale has been growing.In the 2020 Global Hotel TOP20 list released by Hotels magazine in 2021,7Chinese Groups are listed;Jinjiang International Group,Huazhu Hotels Group and BTG Home Inns Group have firmly occupied the top three positions among domestic hotel groups based on years of industry accumulation.However,as China’s economy has entered a new normal in recent years,the impact of COVID-19 and the US-China trade dispute has brought crisis to the domestic hotel industry,hotel industry is facing both opportunities and challenges in China.In this new era,it is worth thinking about how hotel groups should make development strategies suitable for their own conditions,build and maintain their competitive advantages in the fierce industry competition,and stand on the new normal of China’s economy.DC Hotel Group is a hotel group that is still on the rise.In the tougher competition environment of the hotel industry in the new era,if DC Hotel Group wants to develop rapidly,it needs to re-evaluate the situation,evaluate the strength and deficiency of the group,and formulate a long-term strategy in line with its own development.Based on the management perspective of enterprise development strategy and enterprise strategy,this thesis explores the practical application of development strategy in hotel groups.Specifically,it takes DC Hotel Group as the object of the study.By sorting out and summarizing the domestic and overseas research literature,taking the development strategy theory and the application of PEST,Porter’s five Forces model,combined with the DC hotel group analysis of the current external environment and internal resources,picking DC hotel group’s strengths,weaknesses,opportunities and threats,so as to use the SWOT Analysis of matrix to match the strategy,combined with the national economic development planning and the hotel industry development trend,to choose the intensive development of the market development strategy as the DC hotel group’s development strategy.And from the aspects of organizational structure,human resources management,information facilities,sales and marketing,customer satisfaction and characteristic services to propose the safeguard measures required for the implementation of the development strategy,providing a strong support for the smooth implementation of the development strategy of the DC hotel group.In this thesis,by using the combined method of theory and case study,carding a summary of domestic and foreign experts and scholars in the study on the development of the strategic management of hotels and hotel groups on the basis.Combined with the actual DC hotel group and choose suitable development strategy,will help to clear the facing of opportunities and challenges,So as to clarify the group’s development goals and development direction.Hoped through this research on the DC Hotel Group to help it formulate appropriate development strategy,enhance the group management level and the core competitive ability to achieve rapid and sustainable development of the hotel group.At the same time,it also provides theoretical basis for the development of hotel groups,provides reference for the strategic research of hotel groups facing the same development problems,and enriches the research results of the development strategy of domestic hotel groups.