The Research On The Transnational Operation Mode Of Chinese Hotel Enterprises

In 2014,The scale of China's foreign investment for the first time exceeded the foreign investment,2014 became the first year of China's foreign direct investment.Data released by the Ministry of Commerce,In August 2014,China's non financial foreign direct investment was $12.62 billion,An increase of 112.1%,Foreign investment for the month was $7.2 billion,down14%year-on-year.The good momentum of China's foreign investment has laid the foundation for the transnational operation of Chinese hotel enterprises.Both China's foreign exchange reserves and capital accumulation crested a good condition for Chinese enterprises "going-out".With the further development of foreign investment,the fields related is more diversified.The increasing competition in the domestic hotel industry has become an indisputable fact,Some capable hotel companies began to try transnational operation,to avoid domestic investment risk.This research came from the attention of the Chinese hotel industry,with the development of the industry and deepening of globalization,transnational management has become the inevitable trend of China's hotel industry.However,dose the Chinese hotel enterprises have a solid theoretical and practical basis for transnational operations?What is the current situation of transnational operation?What are the motivations of transnational operations and whether they can dependent on the Chinese outbound tourism market or not?Whether there is a pattern to be followed? And how to choose the right transnational operation model?All these problems need to be solved urgently.This research takes these questions as the main line,by reviewing and combing the related theories,taking the international production eclectic theory,competitive advantage theory and the theory of enterprise internationalization stage as the theoretical basis of this study.Through summing up the system of Chinese hotel enterprises transnationaloperation cases,and analyzing Chinese hotel enterprises transnational operation status from the main body of transnational operation,space-time distribution,mode of operation and other aspects.The motivation of transnational operation is summarized as four aspects: customer driven, decentralized risk, scale economy, expanding brand influence, etc.On the basis of the above analysis,the Chinese hotel enterprises transnational operation patterns is concluded as brand output mode, direct investment mode and strategic alliance mode. Finally,This paper has explored the influence factors of transnational business model choice, the results show that the first influence factoris the market potential oftarget country, the second is stability of political environment target country,the third is the enterprise profit ability.This paper proposes a reference idea of mode selectionby AHP, and puts forward relevant Suggestions: The hotel group should take the target country market demand as the guidance, to choose the appropriate hotel types to develop transnational operation;Take the political stability of the country as the important reference, adopt appropriate hybrid transnational operation mode;To enhance corporate profitability for the long-term development goals, to build the hotel management system with Chinese characteristics. Other hotel companies should according to grasp the outbound tourism market trends, select the appropriate target countries and cities;According to the grasp of the target state information, enhance success rate of transnational operation;According to the enterprise's strategic target, appropriate choice of the mode of transnational operation.This study follows closelythe development of the industry,aims to provide a reference for the Chinese hotel enterprises to develop cross-border operations.Among them, some Chinese enterprisesbelongto the manufacturing sector,the financial industry and the real estate industry,based on its strong strength of enterprises and the market of the hotel industry expectations, has set foot in the hotel of transnational management.In this paper,take this part of the business as a special case, also included in the research category.