Competitive Strategy Study For Xiamen Airline Hotel Management Company

With the rapid growth of the tourism business in China, the development of the tourist industry accelerates as well. Meanwhile, the competition in the industry turns to be even keener. More and more hotel groups have been formed in order to gain the competition advantage. However, compared to international hotel group, domestic hotel management companies face stronger challenge on the scale enlargement, brand construction, and management improvement.Based on the theories of strategy management, referring to the success of some famous international hotel group, this thesis studied the competition environment of the hotel industrial of Xiamen Airline Hotel Management Company, by adopting the Michael Porter's Five Forces Model.A "SWOT" analysis is taken to analyze the strength, weakness, opportunity and threats of Xiamen Airline Hotel Management Company. Based on the analysis, differentiation strategy is analyzed and the company's competitive strategy is selected as well.Finally, strategy implementation plan is proposed, which covers marketing positioning, corporate structure, brand strategy, marketing channel, quality control and human resource, etc. A detailed analysis on the regional development strategy is also taken, to strengthen the company's competition advantage.