Study And Apply Of The Crossing-official And Commercial Model Reform In Zhenzhuang Guest House

In recent years, with the implement of the policy of Western Regions Development, wo province, as a developed tourism destination, which is located on the southwest border, has walked into the frontal zone of China's reform and opening up. A tourism system of spreading all over the province as well as linking South Asia and Southeast Asia is gradually coming into being with this city serves as the center including tourism, sightseeing, vacationing and entertaining. Thriving on Tourism industry, the hotel industry is driven extremely. Now, the hotel industry faces with a rare opportunity. The strategy of a powerful province with tourism has endowed the hotel industry with a favorable condition and a vast world to develop. So do the official hotels.The official hotels, with their unique characteristics, have not operated openly yet. In it, there are many reasons, such as history and structure. Now, the official hotels are inferior to others in competition. Therefore, they have been being in a dilemma whether reform or not. Zhenzhuang Guest House, on behalf of the official hotel in wo province, makes best use of the advantages and bypass the disadvantages existing in the fine surroundings. It tries its best to develop a crossing-official and commercial model, so that it displays the nature of official hotel as well as essence of commercial hotel.In this paper, we are trying to find out how Zhenzhuang Guest House establish and carry out the crossing-official and commercial model according to SWOT analysis. We focus on reform in reality. By studying home and abroad, we research the reform of the crossing-official and commercial model, and how to do in marketing, human resources, the quality of service. In the end, we introduce a evaluating system to check the effect of the crossing-official and commercial model.This paper theorizes what is the crossing-official and commercial model. Combing theory with practice, we raise Two-steps in strategic development of Zhenzhuang Guest House and how to carry out it. It is a creation.