Research On The Competitive Strategy Of Jinan Nanjiao Hotel

In recent years, the prosperity of tourism has brought booming to the hotel industry. Hotel market demand shows a rising trend, high-star hotel revenue is so greatly enhance in Shanghai, Beijing and other cities. However, Jinan NanJiao hotel’s revenue is slow, which is not consistent with the market situation. As the southern suburbs of Jinan, Jinan NanJiao hotel is an important window showing the image of Shandong Province. With the development of economic, and opening up reform intensified, hotels are facing the community and going to the market. Under the increasingly competitive market environment, the operation of Jinan NanJiao Hotel must comply with market rules. On one hand, Jinan NanJiao Hotel takes VIP reception tasks, on the other hand, it also should be open to invigorate, because the reception object is becoming conglomerates. Facing the new situation, new tasks, and new challenges, how to compete successfully and achieve their sustainable development is the purpose of this study and practical significance.The article consists of7chapters. Chapter one is an introduction to the paper, including the industry background, the basic situation of Jinan NanJiao Hotel, and significance of Jinan NanJiao Hotel’s competitive strategy. Chapter two is an overview of the strategic theory, which is a theoretical basis. Chapter three and four analyzed Jinan NanJiao Hotel’s internal and external environment, illustrated the hotel’s opportunities, challenges, strengths and weaknesses. Chapter five developed a competitive strategy of Jinan NanJiao Hotel, which was the core of this article. Chapter six focused on the strategy execution. Chapter seven come to the conclusions of the study.These conclusions are as follows:(1) In the macro perspective, the state and Shandong Province’s support to accommodation and catering industry, tourism and the improvement of people’s living standards and upgrade of consumption structure, provide a very good development for hotels industry.(2) In the industry environment, Jinan NanJiao Hotel is facing three major threats: the threat of potential entrants, bargaining power of buyers, and the threat of competitors within the industry, and the greatest threat is the threat of competitors within the industry.(3) In the internal environment, Jinan NanJiao Hotel can provide rich services to customers, but too ordinary, lacking of features; marketing emphasis on customer management and network management, inadequate attention to the market development.(4) Jinan NanJiao Hotel should be implemented WO strategy, to seize the policy and market opportunities, improve its disadvantage.(5) Jinan NanJiao Hotel should be implemented differentiation focus strategy、 swallow Edinburgh greens hotel strategy and strategic alliance. Relying on the government reception business, to expand the business customers; to provide differentiated services; build a green hotel brand, to create and promote green culture; alliances with their surrounding hotels, to share their customers, achieve the complementarities with the government hospitality and commercial customers, retail customers’ complementary market. Through these strategies, it can build competitive advantage for Jinan NanJiao Hotel, access to competitive position.