Study On Competitive Strategy Of Crowne Plaza Shanghai Harbour City

Crowne Plaza Shanghai Harbour City is a five-star hotel located in Shanghai Lingang new city. As an important supporting facilities of the new area, it is built to support the construction of lingang new city by the State-owned assets supervision and administration of Pudong new area. Now the hotel is entrust to the British famous hotel management group intercontinental group to manage. In the face of lingang’s market which is close to zero consumption and urban increasingly competitive market environment, Crowne Plaza Shanghai Harbour City must be clear the future strategic direction and formulate feasible hotel operation and management measures.First of all, review the strategic management theory of home and abroad, then summarize the development history of strategic management theory to be clear of different school’s characteristics and innovation theory at various stages. Second of all, summarize the development situation of the hotel industry at home and abroad to understand the history and the respective operation characteristics of major foreign international hotel management group.On this base, compare the hotel development of domestic and abroad to find out the deficiencies. Secondly, analyze the external environment of Crowne Plaza Shanghai Harbour City from the aspects such as economy, politics, industry and so on. Analyze its internal conditions from the aspects such as group history, brand development, human resources, business conditions, market demand, cultural construction and information management Third, study the SWOT analysis theory, summarize the advantages and disadvantages, and put forward the corresponding optimization measures. Make a general description on the steps of ahp at the same time. Finally it is concluded that the hotel should take a ST strategy, and in accordance with the proposed measures that hotel should accelerate the construction of brand, providing personalized service, optimize the marketing strategy, adjust the hotel function layout, strengthen the construction of hotel culture etc.