GS Hotel Business Strategy Research

GS hotel is located in the bustling tianhe road business district of guangzhou,one of the urban complex properties invested and constructed by the state-owned enterprise group of guangdong province.Based on the strategic positioning of GS hotel as an international high-end brand at the beginning of development,in 2006,the proprietor and investor signed a 10-year GS hotel management entrustment contract with starwood hotel management group(acquired by marriott group in 2016).GS hotel opened its business in July 2011 and began to make profits in the third year.Since then,the occupancy rate,average house price and income per room have increased continuously.In recent three years,the operating performance of GS hotel ranks first among similar international brand hotels of the same class in tianhe road business district,guangzhou.In 2018,GS hotel opened and operated for 7 years and entered its 8th year.Due to the high occupancy rate and high load operation of the hotel in the past 7 years,the equipment and facilities of the hotel rooms and some public areas were old and aging,and the operating income of the hotel life cycle began to decline.Changing at the same time,in the domestic high-end hotel market,industry competition intensifies,GS hotel entrusted management contract will expire after more than 2 years of cases,the hotel owners are how to delay GS investors operating earnings recession coming,how to create new profit growth point to ensure that the contract period now to continue to get the problem of high yield high returns,and entrust contract GS hotel management strategy positioning and selection problem in the future.In GS hotel management environment dynamic situation,this paper USES strategic management of the internal environment and external environment analysis method,first of all hotel economic environment,market environment and industry environment respectively,and then from the internal mechanism of its own resources,team and the market competitiveness and so on carries on the system analysis,and SWOT analysis method,such as production and the ratio on hotel management development faces opportunities and challenges,and system planning for GS hotel development in the future.Based on the research on internal and external environment of the hotel,the hotel three management subject research,the international brand hotel entrusted management mode and management contract research,combined with the entrust contract period hotel management strategy and business performance evaluation,this paper puts forward the GS hotel entrust contract period should make full use of geographical location,the international brand,the urban complex integrated the advantages of the resources,customer resources,capital,investors led by owner and urge the team to strengthen the hotel management ability(marketing income ability,cost control ability,the efficiency of artificial management ability),appropriate to increase the hotel equipment refurbishment of input,Some functional areas with low flat efficiency were adjusted and reformed.After the termination of contract in the future will continue to implement the international high-end hotel brand management strategy and positioning,and entrusted management contract renewal to think ahead and negotiations,to strengthen the core competitiveness of the hotel,to keep GS hotel in tianhe road business circle counterparts leading status,benchmarking to maximizing the return on investment,the comprehensive benefit maximization and hotel assets have the value purpose.