The Research Of Yucca Chain Hotel Development Strategy

In developed countries, economy hotel is a very mature and successful hotel business model. With the rapid development of China's economy and ever changing market needs, economy hotel has become a hot field of the hotel industry.Yucca Hotel is a regional economy chain hotel. This thesis uses PEST analysis, Porter five forces model analysis and SWOT analysis tools to analyze Yucca's external environment, internal resources and capacity. Then, it gives strategy options based on Yucca's realistic situation, and suggests the corresponding implementation tactics of the strategy.This thesis is divided into seven parts. Introduction gives the background and research purpose of this thesis. Chapter one gives a brief introduction of Yucca hotel's operating status and problems it facing. Chapter two makes an analysis of economy hotel industry by recalling the global economy hotels development history and China economy hotels current situation. Chapter three gives an external environment analysis through political, economic, social and technical aspects of the macro environment, and uses Porter five forces model to analyze Yucca's position in the competition environment. Chapter four analyzes Yucca's internal resources and capacity. By comparing key operational indicators of Yucca with the average indicators of China's economy hotel industry, it gives the strengths, weaknesses, opportunities and threats of Yucca in a competitive environment. Chapter five points out that Yucca should select the focus strategy which means focusing on a niche market, and in this market segment, implement cost leadership strategy and differentiation strategy. Chapter six suggests the implementation tactics of the strategy.