Research On The Development Strategy Of M Hotel In Chongqin

With the increasing improvement of material living standards,people’s demand for travel and accommodation has increased,bringing more development opportunities for the hotel industry.In recent years,my country’s hotel industry market has shown a relatively obvious reverse trend.Foreign-funded hotels and star-rated hotels have largely occupied my country’s high-end market,while economical and express hotels have stabilized a large number of tourists with their price advantages and brand influence.In addition to the impact of the epidemic,making the development of small and medium-sized hotels in China difficult.At the same time,the vigorous development of the Internet economy has driven the upgrading of consumption in my country,and the popularity of digital technology has prompted merchants and consumers to pay more and more attention to the personalized experience of accommodation.Therefore,it is of great significance to study how small and medium-sized hotels can use digital development models to break down growth barriers in the post-epidemic era.This study selects M Hotel in Chongqing as a case,analyzes the macro environment and industry environment of M Hotel through PEST and the five forces model,and then analyzes and discusses the internal resources of M Hotel,and clarifies the problems faced by M Hotel.External opportunities and threats and internal strengths and weaknesses.Further,using the method of SWOT analysis,it is clear that M Hotel should adopt a growth-oriented development strategy,and based on its actual situation,it formulates a digital development,transformation and efficiency strategy and a differentiated development strategy for personalized development services.On the basis of strategic positioning and strategic purpose,it is proposed that M Hotel should reconstruct its business model,open up external digital marketing channels,formulate internal digital service plans,and create differentiated customer check-in experience.Create a private domain traffic pool for digital marketing,formulate hotel digital service solutions,and build a full-process personalized customer experience.In order to ensure the effective implementation of these strategic measures,safeguard measures including changing business philosophy,strengthening team building,building an assessment system,strengthening financial management and control,consolidating service standards,and developing brand building are provided.In general,this research has conducted a more in-depth analysis of the internal and external environment of the M Hotel,discussed its existing related problems,and formulated a development strategy that conforms to its actual situation and business philosophy,and provided relatively complete solutions from many aspects.Strategic support system to ensure that these strategies can be effectively implemented.The results of this research have certain reference significance for other small and medium-sized hotels and even high-end hotels.