Study Of China's Economy Hotel Chain Expansion Path

As a new state of Chinese hospitality industry,economy hotels are those properties with a lowest average room rate and normative service which appeal to the market of the masses such as common businessmen,middle/small entrepreneurs,and general tourists at their own expenses. This group of budget properties has the image of low investment,small dimension,simple function and cheap price but considerable quality. Since Chinese tourism industry-especially the domestic tourism industry-boosts,Chinese economy hotels have been newly emerged.Summarizing the documents and researching the theory,the thesis classifies the definition of economy hotel from scale and cultural dimension. With the analysis of 6 factors,the vivid connotation for this new state is produced. After the empirical research on different expansion by three models of Cendant,Accor and Holiday Inn,Chain model proves advantages from mechanism,effect and development. Accompany with the status quo of Chinese economy hotel,the thesis concludes the strategic environment for chain expansion by SWOT. On the basis of mechanism transition theory,dimension separation theory,and theoretical interpretation of franchise and brand extension,the value curve of economy hotel has worked out by the questionnaire investigation from general comparison of value recognition between the guests and GMs of one and two star hotels. With the example analysis of Zhongjiang Beijing and Jinjiang Shanghai,at last,the thesis brings forward the best path model "Stimulation-Evaluation-Formation-Self-systematization" for Chinese economy hotel chains expansion as follows:Help to build a friendly mechanism environment from administration,financing,taxation,legislation and property adjustment.With the principles of informational ization,simplification,standardization,professionalization,and characterization,Chinese economy hotel product is made by the vivid value curve.Expand hotel scale from transverse path by franchising,guarantee the value of hotel quality from longitudinal path by brand extension from successful hotel groups.Establish it's own system after accumulates the experience and strength.