The Hotel Industry Based On It To Create Differentiated Competitive Advantage

With recent rapid growth of China high-class hotel business, the hotel industry competition becomes more challenge. Hotel industry faces net-profile reduction challenge caused by the price competition to attract more clients. The thesis is to study how some high-class hotels utilize state-of-art IT technologies to achieve more efficient and effective hotel management, so as to provide unique personalized services to their clients by individual requirements. These hotels adopt "Diversified Competition Strategy" and implement personalized services features to impress the hotel visitors and gain loyal clients.Chapter I, as the beginning of the thesis, briefly states the background, objectives, and the analysis structure. Chapter II, details the High-class hotel industry's market analysis, industry competition status quo, and hotel internal management problems. Chapter III, analyze current problems and explores the root causes of the subjects of hotel room demand and supply, "Butler Service" market status, client behaviors and preferences, and selling channels, which are the key factors of defining future strategic plans.Chapter IV, explains how the hotel define the strategies and action plans; i.e. 1) identify how the IT technologies can streamline the hotel management; 2)set up the objectives as "e-Hotel - enjoy your stay with convenience and premier services"; and 3) set up the remodeling action plans and priorities in 3 areas, which are sales & marketing, service scopes and data & information management. The ultima goal is to improve client experience with convenience and comfortable hotel services by utilizing client-friendly interface.Chapter VI, states the structure of revamping "Hotel Intelligent Management System". It includes the following sections:1) IT Infrastructure Construction: follow IP standards to integrate CCTV, electricity, internet, room control system and communication system.2) Hotel Service Management: establish 2 major IT systems, "Virtual Butler Service System" and "Intelligent Room Control System" to improve service and process.3) Sales and Marketing: include Customer Relationship Management System, Channel Revenue Management System and Real-Time Online Booking System to efficiently manage the sales and marketing activities.Chapter VII, the last Chapter, evaluates the benefits of the implementation from client's perspective. It also reminds the hotel owners that IT technology is a tool to improve the hotel management but not "Strategy". Hotel owners should have their own marketing and management strategies and further utilize IT tools to achieve the goals.