Research On The Competitiveness Analysis And Improvement Strategy Of Zhefei Mid-range Economy Hotel

With the rapid development of tourism and the economic recovery after the epidemic,the competition in the hotel market is becoming increasingly fierce.Midrange economy hotels are favored by middle-income people and business personnel due to their high cost performance,distinctive themes,and personalized services.Zhefei Hotel,located in Zhuzhou,Hunan Province,is a representative of this type of mid range economy hotel.However,it suffered from the COVID-19 soon after its opening.Although it has a good ranking performance in Meituan HOS and Ctrip PSI index in recent years,the mid tier economy hotel has a longer construction cycle than the economy hotel and the mid tier hotel,and faces more market competition.Therefore,how to evaluate the level of competitiveness of such hotels and formulate strategies and measures to enhance their competitiveness are practical issues that hotels face in building sustainable competitive advantage in the process of operation.To this end,based on the relevant theories of hotel competitiveness,this thesis summarizes the competitiveness factors of Zhefei mid end economy hotel in four aspects: resources,positioning,Internet technology,and emergency response.Through Delphi and fuzzy comprehensive evaluation methods,this thesis analyzes the competitiveness level of the hotel,in order to understand the different levels and levels of each competitiveness factor of Zhefei mid end economy hotel;Further,through SWOT analysis,the competitiveness evaluation elements are classified according to strengths,weaknesses,opportunities,and threats to better position the competitive situation of the hotel;Finally,strategies for improving competitiveness are proposed from four aspects: resource environment,volume positioning,prevention and control capabilities,and online operations.Specific analysis results: Overall,the competitiveness level of Zhefei Hotel is 53.41,which indicates that its competitiveness level is only acceptable,while online operation,quality,and other factors have competitive advantages,but it is at a competitive disadvantage in human resources,crisis response,and other aspects.Further SWOT analysis classifies competitiveness factors according to the evaluation results.Among them,it can be seen that competitive factors with advantages include quality,price,etc;The competitive factors at a disadvantage are human resources,crisis response,etc;At the same time,there are opportunities to gain competitive advantages in factors such as hotel brand and surrounding environment;However,in terms of hotel brand and service attitude,there are threats to existing competitiveness.Combining the competitiveness evaluation elements with SWOT analysis,clarify the strategic objectives of improving hotel competitiveness.In terms of resources and environment,it proposes strategies for improving competitiveness by optimizing the composition of human resources and utilizing the advantages of the surrounding environment;In terms of volume and positioning,the competitiveness improvement strategy is to improve hotel service quality and maintain price advantages;In terms of prevention and control capabilities,strategies such as improving contingency plans and strengthening safety precautions are used to enhance competitiveness;In terms of online operations,further optimizing users’ online experience and strengthening cooperation with platform channels are strategies to enhance competitiveness.These analyses provide a relatively systematic study for Zhefei’s mid range economy hotel to carry out sustainable competitiveness improvement and maintain competitive advantage in the future,not only establishing a strategic and tactical direction for the development of the hotel,but also providing a reference for strategic management for the construction of similar types of hotels.