Research On The Competitive Strategy Of Hotel Industry Of Huatian Group

At present our country is in a period of rapid development of industrialization and urbanization, the increasingly popular, diversified consumer demand, provides new opportunities for the development of Tourism. With the China economic reform, International Hotel continues to accelerate the pace of expansion in the Chinese, domestic hotel industry is facing severe competition environment. Hotel managers need to re-examine the internal and external environment, starting from the customer demand, to seek the enterprise characteristic, formulate the development strategy. As the Hunan province tourism leading enterprises, the hotel industry of Huatian group has formed a certain brand influence, but On the development path in the future，to maintain a competitive position, achieve sustained and stable development, still need the guidance strategy.The paper, based on extensive literature data, with the enterprise strategic management theory and competition strategy theory, from the analysis of political, economic, social culture, technology and other aspects of the macro environment for the hotel industry of Huatian group，u sing five forces model to explore the market and industry environment facing the hotel industry of Huatian group, combined with its internal resources and capacity analysis, summarizes the external opportunities and threats for the development of the group, enterprise interior superiority and the inferiority；through the SWOT matrix analysis, it determined the SO strategy for enterprise development, put forward the enterprise critical success factors： Marketing elements, enterprise culture, customer experience, brand construction elements, etc. Under the guidance of the strategic objectives of huatian group hotel， by comparing competitive strategy, determine the differentiation competition strategy for huatian group’s overall development，emphasize the differences in geographical position, culture construction, marketing, information resource sharing, service precision， and put forward the safeguard measures on the implementation of differentiation competitive strategy.This paper uses the strategic analysis tools, through the method of combining theory and practice, puts forward the feasible differentiation competitive strategy and safeguard measures, to improve the competitiveness of the hotel industry of Huatian group, form the enterprise competitive advantage, promote the sustainable development of the hotel.