The Research Of Development Strategy Of Nanjing Golden Eagle Summit Hotel

In recent years, the hotel industry in China has the rapid development. From the high-star luxury hotel to budget hotel all of them are opening everywhere in China.Nanjing-the capital of Jiangsu province is more developed cities in China both in the economy and culture, As well Nanjing has developed rapidly in hospitality industry recently. So far, Nanjing maintains155-star hotels, not only including the Jinling Hotel, Mandarin Garden Hotel, these kind of local hotels, but also including Sofitel, Sheraton, Crowne Plaza, a group of the world famous hotels which have following advantages:the large hotel chains, the excellent hotel management team and an internationally renowned brand. This does not include the last year and this year has just opened the world's leading upmarket brand hotel-Intercontinental Hotel and Westin hotel.In such circumstances, Golden Eagle Summit Hotel-the local brand luxury hotel invested and managed by Golden Eagle International Group is supposed to seize the market opportunities, and examine the competition environment faced, and make a correct assessment on their own strength in order to set down the right and useful development strategy which is suitable to the hotel characteristics and future development.In view of this, I would like to choose the development strategy of Golden Eagle summit hotel as a research topic and submit this papers of management science and decision-making.Firstly, through sharing the cases of strategic development of two global renowned hospitality management companies to understand and stady the advanced hotel management group's development strategy. And then via the analysis of hotel development environment, competitors'analysis, and analysis of hotel own strength to recognize the hotel's correct position in the industry, and opportunities we faced with, advantage we held, weaknesses and threats existed.Finally, in conclusion that the development strategy of Golden Eagle Summit Hotel must take the road of group growing, intensivism and specialization. The current stage of the hotel is the period of establishing the hotel brand and hotel image-building as the group's first flagship hotel. This article focused on the marketing strategy (be emphasised the application of network marketing in the hospitality industry, especially the development of microblogging marketing), human resource strategy and service innovation strategy to help the hotel to do branding, expanding loyalty customers, improving the quality of hotel services for the future development.