| Yanfu Hotel is a state-owned public institution, belonged to Reception Department of Yancheng municipal government, which take charge of the tasks of accommodating the guests of the city's government. With the function's changing of city's municipal government and market situation, Yanfu Hotel encountered a series critical problems related to hotel's survival, such as its weak ability to face market competition, capital operation and management and failed to set up the modern enterprise system, etc. This text is just under this situation to use modern enterprise strategy management and hotel management theory, through extensive and thoroughly investigation for the market enviroment Yanfu hotel faced, to propose the future strategic positioning of the hotel.Firstly, according to strategy management theory to analyze external environment of Yanbu Hotel, clearly stated the current situations and factors affected it's development, and then author using theory of SWOT to do the in-depth analyses for the hotel's opportunities, threats, strength and weakness, based on above investigations draw out the strategic positioning after system innovation for the hotel.Secondly, based the environment analyze as well as the current situation of the hotel, to make out the strategy positioning of hotel after it's system innovation. To developed in group system and positioned as economical hotel, make out the combined developing strategy, that is "leaded by Yancheng hotel, accelerating the steps to develop economical hotel", so as to utilize the market opportunities completely, try best to create its advantage to make a stand in the market competition.At the end of the thesis, author proposed the detailed guideline for implementing the combination strategy, that is to develop through "brandies plus franchise" policy, along with the multi-developing policy by adjusting organization structure, promoting marketing, enforce the human resources and brand operation. |
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