Research On The Competition Strategr Of Suning Universal Hotel

With the rapid development of China's economy,the domestic high-star hotel industry has entered a prosperous period of development.However,since The Central Committee of the Communist of China promulgated six-point regulations and eight-point guidelines in 2013,the management of high-star hotels in the whole country has changed dramatically.The prosperity of high-star hotels are not driven by the tourist market,coupled with the cooling of the real estate market,caused the results of Hotels oversupply,as well as serious homogenization of enterprise products and other hidden dangers.After drastic changes in the market,All star-rated hotels in the country fell into a loss.China's hotel industry is facing unprecedented competition challenges,and the transformation and upgrading of domestic high-star hotels are also imminent.Therefore,this paper chooses to study the competitive development strategy of Suning Universal Hotel.Firstly,the paper elaborates the current situation and operation,organizational structure and main problems of Suning Universal Hotel Co.,Ltd.(referred to Suning Universal Hotel /Suning Universal Suite).Secondly,PEST analysis method is used to analyze the macro-environment of Suning Universal Hotel,and then Michael Porter's Five Forces Model is used to analyze the industry and competition condition of Suning Universal Hotel.It is concluded that Suning Universal Hotel has the advantages of flexible management mechanism,good service quality,unique products and stable management team,while small-scale operation,high cost and low brand awareness in the market are special disadvantages.Thirdly,by using SWOT analysis,we conclude that in the new economy environment,after gradually returning to the rational market,in order to make a huge progress,Suning Universal Hotel should choose the differentiated competition strategy based on its own ability.Finally,we put forward the implementation ways and specific implementation plans of the competition strategy of Suning Universal Hotel.The value of this paper lies in guiding the enterprise to formulate a thorough hotel strategic plan after understanding and mastering the condition of Suning Universal Hotel.Although this paper only solves the problem of developing strategy of Suning Universal Hotel,it would play a certain reference role in realizing the transformation and development of domestic high-star hotels in the new market environment.