A Study Of Jinling Hotel's Financial Ability From SWOT Perspective

As an important mainstay of China's service sector,hospitality industry and its operation and development have always been a concern for hotel operators and scholars.An increasing number of hospitality operators are making adjustments to their operating strategies and centers on high-end hotels in their product structures while some renowned foreign hotels enter into Chinese hospitality markets,which have an impact on domestic high-class hotels.As the first five-star hotel in Jiangsu Province,Jinling Hotel has secured a market position in hospitality industry for its relatively high brand effect during its operation in two decades.However,facing the complicated market environment,Jinling Hotel must have a comprehensive understanding of its own strength to cope with changes in external environment.Financial ability is an important factor to measure a company's ability and it can reflect a company's financial position;using statistics to discover problems in actual operation has an irreplaceable effect on company's steady growth.To conclude,this thesis studies Jinling Hotel's financial ability and makes some recommendation on optimizing the company's financial ability.Instead of using traditional financial analysis methods,this thesis studies Jinling Hotel's present financial ability from SWOT analysis perspective,elaborates on data from Jinling Hotel's financial statements from 2014 to 2016,analyzes Jinling Hotel's strengths,weaknesses,opportunities and threats using the statistics,uses IFE matrix and EFE matrix to conduct a quantitative analysis and summarizes the conclusions from both matrixes to provide strategic advice on improving Jinling Hotel's financial ability.The thesis adopts a creative perspective in using SWOT analysis to study the hotel's financial ability and using the conclusion from the analysis to provide strategic advice.But this innovation has some limitations: SWOT is a static analysis and should be used in specific situations in actual operations,so the conclusions might not be comprehensive enough;literatures relating to hospitality industry's financial ability analysis are limited,and this industry is to be thoroughly explored in financial ability studies.