Discussion On The Asset-light Operation Mode Of Hotel Enterprises

As the most dynamic industry in our country's modern service industry,the status of tourism in the national economy has been increasing year by year.At the same time,the hotel industry as a supporting industry has also become increasingly prosperous and has become another pillar industry of modern service industry.China's hotel industry has gone through decades of golden development,and the gap between supply and demand has gradually narrowed.At this stage,under the pressure of Sino-US trade friction and the decline of the macroeconomic growth rate,the economic cycle is unclear,and the traditional hotel industry is facing tremendous pressure.If the heavy asset model is used to build the hotel,it will not help companies to expand rapidly in the market.There are certain disadvantages.The transformation and upgrading of the hotel industry is imperative.The prosperity logic of China's hotel industry is to increase market share.Gradually,Chinese traditional hotel companies that have grown up in competition and pressure have started to imitate international hotel groups and switched to asset-light operations.They have vigorously developed the number of franchised stores and increased the chain rate in order to achieve asset-light expansion and rapid growth.Due to domestic scholars' concerns and discussions on the light asset operation model of the hotel industry,this article will use the hotel industry as a research sample to conduct a case study of the light asset operation model of the Jinjiang Hotel,and try to interpret the promotion and effect of the hotel industry's transformation of the asset light operation model To explore the reasons for the impact of boots,enrich the research on the asset-light operation model with an example of the hotel industry,and summarize the experiences and lessons of the asset-light operation model for case companies,and also provide a reference for other asset-light hotel companies.In view of the fact that the academic circles in our country pay less attention to the light asset operation of the hotel industry,this article will use the hotel industry as a research sample,based on the theory of division of labor,resource allocation theory,value chain theory and smile curve theory,to carry out the light asset model of Jinjiang Hotel.Try to interpret the motive of asset-light operation in the hotel industry,dismantle the implementation strategy,analyze the effect of the implementation,and then explore the mechanism that affects the effect.Use the sample of the hotel industry to enrich the research on the mode of asset-light operation.This thesis selects Jinjiang Hotel,a leading company in the hotel industry,as the case study object.First,it introduces the research background of this article.By combing domestic and foreign literature on asset-light operating models,implementation motivations,implementation effects,and influencing factors of effects,we have a certain understanding of the development of asset-light operating models and the significance of academic research.Then,the second chapter of this article expounds the connotation and characteristics of the asset-light operation model,and summarizes the common methods and related theoretical basis of hotel-asset-light operation.The third chapter of this article enters the case introduction of Jinjiang Hotel's asset-light operation.This article introduces the current basic situation of Jinjiang Hotel,analyzes the reasons for Jinjiang Hotel's transition to asset-light operation and the basic conditions needed to implement asset-light operation,and summarizes six asset-light implementation strategies of Jinjiang Hotel.There are three main reasons for Jinjiang Hotel's transformation into light assets,which are to diversify operating risks,accelerate expansion,and ease funding pressure.Jinjiang Hotel implemented asset-light operations through the sale of some self-operated hotels,franchising,entrusted operations,integrated marketing channels,building a global procurement platform,and financialization of hotel assets.The fourth chapter analyzes the effect of Jinjiang Hotel's asset-light operation model and the underlying mechanism.With the help of intuitive graphs and tables,the author analyzes the financial data of Jinjiang Hotel's implementation of the asset-light operation model and compares it with the hotel industry data.Comprehensive comparative analysis makes the conclusions of this article more convincing and credible.After transforming the asset-light operation model,Jinjiang Hotel has improved its financial results,its franchise business has expanded rapidly,and its business has grown rapidly;its member resources have been further enriched,and its channel revenue has a lot of room for improvement;its business structure has been upgraded to meet consumer upgrade needs.By constructing the smile curve of Jinjiang Hotel,the author believes that the reasons behind the above effects are as follows: optimizing the brand layout and expanding the scale of the chain;building a supply chain platform to reduce procurement costs;improving self-sale channels and reducing dependence on the OTA platform;exporting brand and management,and improving income quality.The last chapter of this article is the conclusion and inspiration of the case study.Mainly by reducing self-owned hotels and developing franchise custody business,Jinjiang Hotel 's asset-light operation mode exports hotel brand value and management experience,allowing Jinjiang Hotel 's brand to penetrate the market quickly.In addition,Jinjiang Hotel has created a global procurement platform and WeHotel booking platform to integrate the channel resources of its nearly 10,000 hotel chains,empower the company's brand output business,and enhance its competitive advantage.Under the asset-light operation mode,Jinjiang Hotel can quickly optimize the hotel business structure,and the stable operating cash flow generated by the asset-light business helps Jinjiang Hotel to alleviate the huge debt pressure caused by previous hotel mergers and acquisitions.After constructing the smile curve of Jinjiang Hotel,the author found that the cause of the asset-light operation effect is that Jinjiang Hotel is focusing on tapping the potential value space at both ends of the smile curve,developing brand output,and improving channels.Therefore,the author suggests that other asset-light operating hotel companies should pay attention to the improvement of hotel brand and management quality,ensure continuous support for franchisees to control the risk of management out of control,and focus on the core asset-light business development.