The Research On The Competition Strategy Of ChangChun Home Inns Budget Hotel Chains

With the development of economy and the improvement of the public livingstandards, the tourism industry of our country is booming. The conferences,exhibitions and other activities in the major cities are held frequently. The hotelindustry structure dominated by the original Star Hotel and social Hotel can not meetthe needs of people, who demand intensely for the budget accommodation hotel.Budget hotel’s management pattern is totally different from full-service hotel; it is tosatisfy the demands of general civilian’ travel and accommodation. The main functionof budget hotels is accommodation; they pay more attention to the guest room andcancel some non-essential services, which make the cost greatly reduced. Comparedwith other hotels, the budget hotel emphasizes on the comfort of the room facilitiesand the service standardization. It is clean and cozy, and its price is moderate, whichsuitable to the public. The goal is the general business people, working class and theexpense tour, etc.This paper mainly studies the competitive strategy of the budget Hotel. Firstly,establish a good brand image. Home Inns Budget Hotel raises funds to improve itsguest rooms, which creates the cost-effective quality customer service. It indicates tocreate guest-room competitiveness. Secondly, refine the market, adopt differentiationcompetitive strategy. Home Inns Budget Hotel has two different kinds of brandproducts aiming at different marketing needs, the Heyi Hotel and Home Inn Express.The former offers high-end room of RMB600/day and the latter offers low-end roomof RMB600/day.Thirdly, adopt the standardized service. In order to unify thestandards and standardize the services, the hotel rules16SOPs so that all chain storeswill refer to the unified service standards, which can assure the accordance of RoomInn’ products and build Home Inn’ brand image. So a standard service can gain moretrust and approval from customers. Standard service is a huge challenge to many budget chain hotels, only the standard service can unify the service quality. finally,strengthen brand network competition and brand expansion, financing. The full texttakes the Room Inns hotel of Changchun as an example, first of all, to analyze thedevelopment characteristic and current situation of the domestic and internationalbudget Hotel. Our budget hotel should highlight the characteristic of the chainmanagement. On one hand, chain operation mode can strengthen the recognition ofthe customers to the brand; On the other hand, chain operation can achieve unifiedsales channels and wholesale channels, which reduces operating costs and enhancecompetitiveness. Scale economy from chain management to value improvement is thesignificant feature between the budget hotel and other star hotel or social hotel. Next,analyze the brand of “Home Inn”. Once again, analyze the competitive strategy ofChangchun Room Inns from advantage, disadvantage, opportunity and crises by themethod of SWOT. Analyze from brand competition strategy, differentiationcompetition strategy, standardized service competition strategy, chain businesscompetition strategy and the network marketing competition strategy based on theanalysis of Room Inns. Last, Put forward the improvement suggestion of thecompetitive strategy to our country budget hotel chains, that is, through building upthe brand image, to take a different market refinement, and standardized service, andpromote chain operation, and strengthen the network marketing competition strategy.