XHKJ Hotel Development Strategy Research

With the rapid development of China's economy,people's living standards have improved significantly,and people's consumer demand has also increased.The Chinese hotel industry market has also developed rapidly with the growth of economic level and consumption level.In 2002,the 16 th National Congress of the Communist Party officially adjusted China's urbanization development strategy to “coordinated development of large,medium and small cities and small towns”.Under the guidance of national industrial policies,more and more industrial enterprises invested in the county towns,realizing the rapid development of county economy.The rapid development of the economy has promoted the rise of the tertiary industry in the county,including the development of the hotel accommodation industry.As the county economy is still in its infancy and its economic strength is relatively weak,high-cost star-rated hotels generally do not choose to enter the county for development,so low-cost budget hotels are undoubtedly the first choice for the county hotel industry.At present,the research on budget hotels is mostly economic chain hotels in large and medium-sized cities,while the research on county-level budget hotels is relatively rare.Therefore,this paper takes XHJ Hotel in Yucheng County as the research object,combines relevant strategic theories and on-the-spot investigation to formulate the development strategy of XHKJ hotel,help the hotel to get out of the operational dilemma,and also provide reference for the development strategy of the same type of hotel.This paper first summarizes and combs the relevant strategic management theory and the research status at home and abroad through the literature research method,which lays a theoretical foundation for the subsequent research of the thesis.Then use PEST analysis method,five-force model analysis method and field research method to analyze the external environment of XHKJ hotel from three aspects: general environment,industry competition environment and regional market environment.The analysis shows that the government attaches importance to and the potential rich source of tourists and other factors are driving the development of the hotel,but there are also unfavorable factors such as fierce market competition.Then,through internal resource analysis,the internal environment analysis of XHKJ Hotel was carried out,and the internal employees and consumers of XHKJ Hotel were investigated through questionnaires,to analyze the main problems of XHKJ hotel in the four aspects of human resources,financial resources,physical resources and reputation resources.Then using SWOT analysis to qualitatively and quantitatively analyze the advantages,disadvantages,opportunities and threats of XHKJ Hotel.After analyzing and calculating,it finds that XHKJ hotel should adopt positive pioneering strategy,and develops the development strategy of XHKJ hotel including cost leading strategy,brand strategy and strategic alliance.Finally,on the basis of the development strategy,the development strategy of XHKJ Hotel including strengthening human resource management,improving marketing ability,strengthening financial management and cultivating excellent corporate culture was put forward.