The Development Strategy Research Of Lechang Light Of Star Hotel Ltd

The rapid development of domestic tourism,particularly in Shaoguan,Guangdong Province,has brought unprecedented opportunities to hotel industry and related dining,entertainment industry.All types of hotels,catering services and leisure entertainment industry develope rapidly,the market becomes fiercely competitive.Facing the opportunities and fierce competition brought by the domestic tourism growth and the increased demand for national entertainment market,as an important part of the hotel industry,the small private hotels how to effectively take advantage of this opportunity to stand up in the fierce market competition,has become an important reserch topic in the hotel marketing strategy.With the logical thread form outside to inside,form macroscopy to microscopy,the article takes the strategic management theory as the basis.Firstly it summarizes the entire strategic management theory,obtains the theory supporting to the research,then analyzes the external environment and internal resources of the company generally by the application of strategic analysis tools such as the Five Force Model and SWOT analysis method,and then obtains the strategic localization,the overall strategic target as well as the strategic choice of the company,and finally puts forward the steps and implementation strategy connected with the development strategy.With the generalized analysis,the paper believes domestic hotels will enter a new era,in which the high-end luxury hotels and budget hotels both develop rapidly.In the short and intermediate term,Light of Star Hotel Ltd.Should take the focused differentiation strategy to increasing hotel profitability of existing assets and enhance the overall competitiveness.From the perspective of long-term development,the hotel should take advantage of the favorable market opportunities to moderate the expansion.In order to achieve scale,unit costs coming down,and risk diversification,the hotel should make full use of the advantage accumulated by its brand,capital,and management to expand with the chain mode and diversification.With some speculative knowledge such as strategic management,marketing and organization behavior,the practical experience in highway management of my own and many strategic analysis tools,the article proposes some development strategies about Light of Star Hotel Ltd.The hope of this paper is being helpful to the solution to some questions in the development of the hotel enterprise,and it might also provide some beneficial references for some other domestic similar enterprises.