| The approach of chain operation of the state-owned hotels in Zhejiang is the main concern of this article. Based on a description of the development of international and domestic hotel groups in our country, the article reviews the status quo of development, reform, and chain operation of the state-owned hotels in Zhejiang Province. It is pointed out that hotel chain is an effective way to enhance competitive ability of state-owned hotels in Zhejiang. Supported by practical research findings, and based on a theoretical framework in point, this article puts forward with a development model of hotel chain for the state-owned hotels in Zhejiang.The practical research consists of three parts. Part one concerns with interviews on some representative hotels in Zhejiang; part two is case analysis of the development of Sunny Hotel in Zhejiang, and a comparative analysis of Zhejiang's state-owned hotels. Based on the above two parts, a questionnaire is designed in part three, nine managers in seven hotels participated in interviews and twenty hotels did in questionnaire survey, and the results are analyzed and discussed. The main results are as follows:1. Adopting the chain operation model, state-owned hotels in Zhejiang are subject to government policy and market choice, and gain advantage over foreign capital hotels in market competition.2. Franchise operation should be mostly adopted for Zhejiang state-owned hotels. Sometimes, management contracts should also be adopted.3. The guide-line for hotel-chains to get market competitive advantages should be affected market choice and government policy as well.4. It should adopt regional three-level-structure of state hotel-chain in Zhejiang.5. Successful operation of the hotel-chains in Zhejiang state-owned hotels should be supported by the building hotel brands.According to previous studies, this article puts forward suggestions of collectivization and chain operation for state-owned hotels in Zhejiang. |
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