A Study On Reformed State-owned Hotels' Repositoning

The reformed state-owned hotel is the main concern of this paper. Based on the relevant Positioning theory, repositioning is an effective way to enhance competitive ability of the reformed state-owned hotels in our country. Then the repositioning of the reformed state-owned hotels is analyzed from three aspects, that is the competition situation, the changing role theory and the mistake of the repositioning. Following the analysis of the reality and the necessity of the repositioning of the state-owned hotels, the operation strategy and position tactics are discussed in theory and practice initially and the three basic factors are taken as the clue. The viewpoints of the paper are as following.1. Implementation of the repositioning strategy is the key to hotel successful operation of the reformed state-owned hotel. It is also important to enhance the competitiveness and profit ability.2. Repositioning is an integrate and systematic strategy system. We must improve or perfect enterprise's existing positioning step by step, on the basis of comprehensive analysis of consumer, rival and itself ability.3. The reselection of the operation field is the first step in the repositioning strategy,. The operation field is a relative concept, instead of referring to the choosing of the non-relevant industry.4. There are two basic positioning modes: one is based on the rival's repositioning tactics and the other is based on the targeted consumers. Different positioning tactics have different positioning purposes, but these two tactics have a going forward relation.5. State-owned hotels' complexity determines the variety of the election the position tactics. The study of the history, strong point and the weakness of the different state-owned hotels are the determining factors to the successful position. Brand construction, grouping and chain operation are the inevitable choice to the reformed state-owned hotels. While,the brand building is the most important factor.6. Supportive system is indispensable to the reformed state-owned hotels successful repositioning. The technology and managerial aspects are included too.On the basis of the concepts above, the repositioning strategy of the reformed state-owned hotels is analyzed systematically. Some measures and suggestions are also proposed.