Research On Competitive Strategy Of Home Inns Of Jinan

Jinan Home Inns was established in December 2006, which is a branch based on Home Inns Hotel Group. Jinan home inns has achieved satisfied results. The past two years, with the growing market competition in Jinan hotels, the company's profit and occupancy rates showed a downward trend. How to gain competitive advantages in the market, Jinan hotels must be face the difficulties. In this paper, the company's competitive strategy has been studied during the development, so this give the ideas and methods for Jinan home inns competitive strategy formulation and implementation.In this paper, take Jinan Home Inns as the research object, use the research results of competitive strategy, analysis Jinan Home Inns competitive environment,the external environment and internal environment. Take out Jinan home inns and competitors has the same business model and the resources do not match the situation, on this basis, Jinan home inns conduct a strategic analysis and formulate a competitive strategy, strategy implementation were elaborated to some extent including economics from the hotel location, marketing strategies, in order to make Jinan home inns select the company's competitive strategy for achieve the program goals.This paper is divided into five chapters.Chapter One:Introduction proposed research background and significance, theory of competitive strategy review, of the ideas and methods and the main innovation of this article.ChapterⅡ:Characteristics and development of the economic hotel, a brief review of concepts and features of the economic hotel, domestic and international development of the economic hotel and experience learning from the motel,economy and, at last the current development state. That constraints such as hotels Jinan competitive strategy of business development improper factors, stated the necessity of formulating competitive strategy.ChapterⅢ:First analyzed the outside environment and internal environment of Jinan homeinns,then analyzed the macroscopic environment of Jinan homeinns,Introduced and analyzed the majoy competitor of Jinan homeinns in Jinan motel,at last analyzed the present conditions of Jinan homeinns, summarized the advantages and disadvantages, by applying the SWOT implement has established the fine basis for the Jinan homeinns to form competitive strategy.ChapterⅣ:The choice of competitive strategy to Jinan homeinns,according to the third chapter of Jinan, determined the selection of differentiation competitive strategy as Jinan HomeInns competitive strategy from analysis, and described the implementation of differentiation competitive strategy approach.Chapter Five:The safeguard measures for Jinan homeinns to implement competitive strategy, the safeguard measures were introduced from five aspects to implement competitive strategy:first, to establish an efficient organizational structure. Second, establish a customer-centric marketing model. Third, strengthen human resources development and hotel management personnel of the reserve. Fourth, vigorously strengthen information technology. Fifth, strengthen the enterprise culture.The choice of competitive strategy is directly related to the survival of jinan homeinns in Jinan hotels industr competition,At present, there are many other hotels like Jinan homeinns are facing similar industry environment and competitive landscape, therefore, The competitive strategy research for Jinan homeinns can provide some ideas and some inspiration to other economic hotel in Jinan.