Realizing Ways Of Official Hotels’ Transforming Development In New Situation

As official reception medium, official hotels have played a significant role inimplementing government serving functions and displaying city image. However,with the rapid development of social economy, government hotels would experiencegreat changes with regard to economic environment, political and legal environment,social environment and market environment. Especially at the end of2012, the newcentral party committee has shown a completely new image of determination ofdeepening reform in China with continuum announcement of “eight rules onimprovement of working styles and close concern of the people” and “six prohibitionrules”, explicit claims of “prohibition of public fund consumptions” against hedonismand extravagance ect and support of practice strict economy and combat waste, whichhas shown the essential alternative strategy for official hotels’ sustainabledevelopment.This study has taken A Hotel as an example. Based on different aspects in-depthanalysis such as product structure, management, marketing strategy, internalmanagement, this study has come to the conclusion that A Hotel has faced challengesof insufficiency of response to market changes, lack of competitive advantage,improvement of internal management, unstructured professional management team.Therefore, with the purpose of sustainable operation of A Hotel, we’d better graspmarket opportunities, strengthen competitiveness and positively explore uniquemanagement mode for self-betterment, which would benefit public reception needsand develop business market.Based on the in-depth analysis of internal resources in A Hotel, this research hasproposed transforming development alternatives from the perspective of enterpriseability theory with regard to exploration internal potentials and strengtheningenterprise ability. This study has explored alternative way of development andbelieved we need to have an accurate positioning in hotel development strategy on thebasis of improvement of external regulations, establishment of official receptionservice purchased by government, innovations of internal product organization,marketing strategy, internal management and human resources development.