The Business Strategy Analysis Of Small-size Business Hotels In Small Cities

Shandong province Gaomi city Huayu Business Hotel went into operation in 2011.During the operation period,until today,the housekeeping department works well while the food and beverage department keeps on losing money,and the teahouse cannot start business.In order to change this situation,the hotel seriously needs an effective strategical planning to help diagnose and guide the enterprise.Why this situation can appear?Is there any strategy can help the hotel over the difficulties?After analyzing the background of the hotel,current adapted organizational structure,current marketing strategy and so on,we hope to find out the causes of these problems.At the end,some relevant theories will be used to analyze the hotel strategy for the purpose of helping the hotel to get out of the trouble.and formulating a suitable new strategy planning.At the beginning of this essay,we will find out some problems through analyzing the hotel background,operational environment,internal management,organizational structure,external market environment and so on.Through the qualitative analysis to the hotel,we can recognize each factor of the hotel internal condition and external environment deeply,finish the overall evaluation of the hotel,and finally provide the basis for the hotel adapting the best business strategy.Though the internal environment analysis,we can recognize the strength and weakness of the marketing environment.It is obvious that the hotel faces with huge challenge and serious threaten.According to Porter's statement,only through earnestly analyzing the sizes and origins of the five competitive factors in the five-factor model,finding out the fundamental elements which can determine and influence the five factors,and recognizing the hotel survival strength and weakness clearly,an effective and efficient operational strategy can be set down.After analyzing the 4Ps strategy of the hotel,it is necessary to subdivide the market.Only in the market segments,formulating unique sales ideas,providing special service,satisfying personal demand,and then holding the stable market share can be true.In the next part,we focus on analyzing the market positioning strategy of the hotel:divide the hotel market by different levels,and then make sure the market positioning;the brand strategy of the hotel:brand should be taken into consideration at the beginning rather than after a long period development,how to develop the group brand,how to create the new brand of the teahouse,and how to use the brand to promote the hotel development in the future.Finally,according to the professional analysis on the internal environment and external market situation,each department's strategy planning has been put forward,such as:differential strategy and brand strategy.The article adapts both theory and practice,focuses on analyzing the practical problems with relevant theory.On one hand,it is helpful to the development of the hotel in the future,and valuable to the strategy implementation for the hotel;on the other hand,through the analysis on the special case,it is possible to conclude some useful information for other similar private hotels in similar small cities in China.