浅析我国经济型酒店发展中的竞争策略.doc

浅析我国经济型酒店发展中的竞争策略
摘要

近几年来我国国内大众旅游市场成长迅速，经济型酒店以其特有的目标市场和服务特点为广大消费者所接受，已经成为酒店业发展的新机会。随着中国社会经济的发展，与国际社会经济水平差距的缩短，经济型酒店将起到重要的作用，与已发展成熟、规范化的高档酒店相比而言有更多的商业机会。但是同时也说明中国的经济型酒店存在着难得的机遇与挑战。
本文所探讨的经济型酒店的核心竞争力是相对于国内中低档酒店 “部分三星”“二星”“一星”而言的。它是指介于软硬件标准达到或接近三星到一星的所有酒店、“青年旅馆”、“汽车旅馆”、“招待所”及“家庭旅馆”等,这些经济型酒店并不是“低档次”“低价格”“差卫生”的同义语，而是指能满足不断增加的“国内旅游者”、“中小工商企业商务旅行者”等人群下榻的、干净舒适价廉的酒店。通过与同行业的中低档酒店（三星以下）对比，分析现阶段我国经济型酒店发展现状及存在问题，提出在质量、服务、性价比等方面的差距，从而提出我国经济型酒店在新阶段下采取有效的发展策略，在发展中取得有利的市场竞争地位。

关键词：经济型酒店；现状；发展策略

Analysis of the economic hotels in the development of competitive strategy
Abstract

  In the last few years our country domestic populace tourist market growth is rapid, the economy hotel accepts take its unique target market and the service characteristic as the general consumers, already became the hotel industry development the new opportunity. Along with China social economy's development, with the international society economic level disparity's reduction, the economy hotel will play the vital role, compares has developed, the standardized upscale hotel to have more commercial opportunities maturely, simultaneously explained that the Chinese economy hotel has the rare opportunity and the challenge.
This article discusses the economy hotel's core competitiveness is opposite in the home the low-grade hotel “part Tri-Star” “two stars” “a star” says. It is refers to is situated between the software and hardware standard to achieve or to approach Tri-Star to a star all hotel “the youth hotel” “the motel” “the boarding house” and “the resort” and so on, these economy hotel is not “the low scale” “the low price” “the difference health” synonym, but refers to can satisfy increases “the domestic tourist” “the small Business commerce traveler” and so on crowds to stay unceasingly, clean comfortable moderately-priced hotel. Through (above Tri-Star) contrasts with the same profession's upscale hotel, the analysis present stage our country economy hotel development present situation and the existence question, propose in aspect and so on quality, service, performance-to-price ratio disparities, thus proposed that our country economy hotel adopts the effective development strategy under the new stage, obtains the advantageous market competition status in the development.

Key words: Economy hotel; Present situation; Development strategy

目录
1 前言 1
2 我国经济型酒店的发展现状 2
2．1 行业成长迅速，出现了一些影响颇广的民族品牌 2
2．2 以一级城市为布局核心，拓展二、三级城市 2
2．3 大部分经济型酒店都面临着巨大资金链压力及风险 3
2．4 面临外资经济型酒店的激烈竞争 3
3 我国经济型酒店的竞争优势与发展障碍 4
3．1 我国经济型酒店在发展中的优势分析 4
3．1．1 价格优势 4
3．1．2 服务优势 5
3．1．3 组织优势 5
3．1．4 经营优势 6
3．2 我国经济型酒店在发展中的劣势探讨 6
3．2．1 服务档次不过关，且客源单一 6
3．2．2 没有明确的目标市场，与商务型酒店重复定位 6
3．2．3 品牌影响力不够 7
4 提高经济型酒店的核心竞争力的策略 9
4．1 政府需加强行业引导、建立行业协会 9
4．2 优先采用低成本竞争战略取得成本优势 9
4．2．1 合理控制产品成本，降低人力成本，整合社会资源 10
4．2．2 “以顾客为本”的经营方针 10
4．2．3 利用规模效应，集团化经营降低成本 10
4．3 产权明晰提升品牌，实施连锁品牌化经营 11
4．4 经济型酒店要适应潮流发展，正确进行产品定位和市场定位 12
4．5 实行专业化管理 12
结束语 14
参考文献 15
致    谢 16