Silver Springs Hotel Management Strategy Research

Silver Plaza Quancheng Hotel（SPQH）is a state-owned four star hotel which issituated in the central area of JINAN city. It exposed a series of own problems after years ofdevelopment. Faced with the increasingly fierce competition and complicated marketenvironment, SPQH needs to find out the right strategy.Firstly, the dissertation introduces the general situation of the overseas strategymanagement theories which start from birth to now, summarizes the domestic development ofthe strategy management. Then, the dissertation analyzes the outer environment of SPQH interms of politics, economy, technology and industry, analyzes the inner environment of SPQHin terms of organization structure, business and marketing etc. On the basis of that, strategicselection of SPQH is made through the use of SWOT analytical method which analyzes thestrengths, weaknesses, opportunities, threats of SPQH. Then, the dissertation puts forward thebusiness strategy of SPQH which places differentiation strategy first, the cost leadershipstrategy second. Finally, a series of measures are made to assure the operation of the businessstrategy.