Research Of International Expansion Mode Of Jin Jiang Hotels

China's economy has entered a period of new normal,which brings an opportunity for the development of hospitality industry.In Chinese economic transformation,appealing to the policies of the "Belt and Road" and "going out"strategy,internationalization is the inevitable choice for high-quality hotel industry in our country.In addition,by the influence of the national macro-control policies,the domestic hotel industry market is faced with more and more intense competition,while other foreign giant hotel groups,such as Hilton,Accor,entered the Chinese hotel industry market earlier,which had accumulated rich experience.However,the history of transnational hotel business among Chinese lasted only short duration,and it still stays in exploration period.Therefore,in the global market economy environment,it is the most important part for our hotel group management to learn how to seize market share and how to improve its own management level.Jinjiang international hotel is one of the largest comprehensive hotel groups in China,for which the only way leading to international development is to carry out transnational operation.Due to the characteristics of transnational operation,heavy asset mode and light asset mode complement each other in the internationalization process of Jinjiang hotel group.And the collaboration of all members in the group provided the hotel a great chance and powerful strength to be internationalized.In the foundation of previous researches,this paper studies on the international expansion mode of Jinjiang hotels group,considering the reality of enterprises,based on the theory of synergy effect,transaction cost and principal-agent.First,comprehensively analyze the current situation and development trend of Jinjiang hotel group.Use the modified SWOT model to analyze the current advantages,disadvantages of Jinjiang hotel expansion based on current light and heavy asset mode,analyze the opportunities and threats in the process of hotel industry internationalized expansion,to find the optimal development mode for internationalization of Jinjiang hotel group.Second,do a specific study on heavy asset mode and light asset mode for Jinjiang hotel international development.Heavy asset mode is for the mergers and acquisitions of the French Louvre group,while light asset mode is for granted monomer franchise and the sale of international franchise.Finally,based on the international development,the author would put forward some proposal and implementation guarantee of the international expansion of Jinjiang hotel group from three aspects including talent,channel and procurement.The quantity and amount of money continue to renew a record,after the Chinese hotel industry carried out strategies on internationalization development and participated in cooperation and competition in the international market.However,in a more competitive environment,it's urgent for Chinese hotel industry and enterprises to consider how to participate in the international hotel market competition,and gradually establish core competitiveness and competitive advantages in the international market.This paper would analyze the international development mode of the hotel industry in China based on the case of Jinjiang Hotel transnational operation.The author hopes to find an optimal route of multinational operation for hotel enterprises through the study of Jinjiang international hotel group expansion mode,and provide reference and operation guidance of international business for Chinese hotel group,promoting the comprehensive development of internationalization in the Chinese hotel industry.