Research On Strategy Change Of Hotel Industry In Hua Tian Hotel Group

The global tourism industry has shown strong vitality in the state of economy continued weakness in the world.Under the support of various tourism development policies,China's tourism industry is also showing a blowout type development.And as an important part of the tourism industry,the hotel industry acquires good opportunities.At the same time,China's Hotel industry is expanding rapidly.A large number of international brand hotels enter into the Chinese market at the same time in the local hotels grow fleetly.That creates a fierce competitive environment of China's Hotel industry and brings great challenge for the management of hotel industry in Hua Tian Hotel Group.The hotel industry in Hua Tian Hotel Group is a well-known brand in Hunan and the leader of Hunan hotel industry in the past,and also the representative of China's local hotel brand.Although it has achieved a diversified development currently,it was mainly based on high star hotel before.The "Eight provisions" and "Six prohibitions" and other policies have seriously affected the development of Hua Tian Hotel group,which makes the hotel business management into trouble.Although the group leader responded quickly and actively engaged in business transformation but failed to make the field of high star hotel reversed significantly which has been impacted by the new policy.Therefore,the article selects the hotel industry in Hua Tian Hotel Group as the research object in order to provide a reference for it to break the current strategic difficulties and transform reasonably.This paper analyzes the internal and external environment of the hotel industry in Hua Tian Hotel Group under the background of internationalization,and also analyzes three basic competitive strategies,obtain the type of strategy suitable for it and compare with the current strategy type of it,and then point out the direction of strategic change.Based on the comprehensive use of qualitative analysis,quantitative analysis,comparative analysis,strategic analysis and other methods,this article draws the following conclusions:(1)The overall strategic type of the hotel industry in Hua Tian Hotel Group is in process of from intensive strategy to diversification strategy and the business unit strategy(competitive strategy)is the cost leadership strategy at present.(2)The results show that the overall strategic type of the hotel industry in Hua Tian Hotel Group should choose the diversification strategy and the differentiationstrategy should be chosen at the level of competitive strategy based on the analysis of the internal and external environment of the hotel industry in Hua Tian Hotel Group.(3)The hotel industry in Hua Tian Hotel Group should continue to adhere to the strategic direction of reform at present which change from the previous intensive strategy to the diversification strategy and go a step further in the Inn Boutique and Econo Hotel at the same time of the steady development of high star hotel in the overall strategy;It should change the strategic type and transform from the cost leadership strategy to the differentiation strategy in the competitive strategy.