A Study Of The Strategic Alliances Of Economy Hotels

Strategic Alliance is a trend for global hotel industry. The development of recent decades shows that if the global hotel groups purport to grow bigger and stronger, in addition to improving competitiveness and providing excellent market services,to jointly establish strategic alliances is the key reason responsible for the rise of many hotel groups.Despite the fact that economy hotels have existed for a short time in China, they have achieved a rapid development with the appearance of a series of well-known brands.However, during their development, there has arisen such a problem, that is,a lot of single economy hotels are confronted with layers of difficulties in their development, which results from the double pressure of both powerful domestic brands and foreign brands.In order to survive for such hotels, there have been continuous appearances of strategic alliance hotels in China:middle and small hotels jointly establish strategic alliances,which enhances their market competitiveness.The establishment of strategic alliance is of quite important realistic meaning, as well as of deep-seated reasonableness and research value.For this reason,having studied a great deal of materials on management theories of strategic alliances at home and abroad and economy hotels,this thesis proposes the conception of the strategic alliances of economy hotels.Meanwhile, this thesis gives systemic research and investigation on the strategic alliances of economy hotels from the perspectives of the historical background, motivations of appearance, organization form, operation management and so on, which gives the factors influencing the management of such alliances.At last, it provides an empirical analysis on XingYue Alliances, which includes the background, necessary analysis and developmental measures,expecting to contribute to study and application of the strategic alliances of economy hotelsThe first chapter is an introduction to the research background and significance of the research. Then, research ideas and the methodology are introduced.Finally, literature review based on the study of large amounts of documents at home and abroad provide theoretical framework for the following chapters.The second chapter introduces the basic knowledge on strategic alliances, whose focuses are transaction cost theory, value-chain theory, enterprise capability theory, social network theory, and explains the advantage of strategic alliances by using the above theories.The third chapter is the body of this thesis,which analyses the concept and the background of strategic alliances, the necessity of foundation, the alliances performance, the features of performance and so on.The forth chapter analyses the main factors influencing the management of strategic alliances;AHP is used to calculate the corresponding weight of factors,and the fuzzy comprehensive evaluation method is adopted for the evaluation, analysis and verification of the above conclusion.The fifth chapter is the empirical study, which adopts the case of XingYue Alliance.In the verification process, this thesis finds the current operational problems of Xingyue Alliance, and the problem-solving measures are proposed.Chapter six is the ending part, which brings out the conclusion of this thesis and the limitations of this research.