南通锦江之星酒店竞争战略研究.docVIP

毕 业 论 文 南通锦江之星酒店竞争战略研究 专 业 工 商 管 理 学生姓名 陈 明 燕 班 级 BM工商102 学 号 1051414223 指导教师 周 俊 兰　 　 完成日期 二零一四年六月 南通锦江之星酒店竞争战略研究 摘 要：锦江之星经济型酒店坐落于上海，锦江之星酒店是锦江集团旗下创建的国内第一家经济型酒店，创建于1997年。锦江之星酒店发展以来，一直以良好的、健康的形象为目标，汲取外国经济型酒店发展的特色，以“廉、洁、优”为宗旨，服务大众，回馈社会。自发展以来，锦江之星酒店的品牌价值以及良好的信誉赢得了国内经济型酒店市场上的一致好评。然而随着经济型酒店的崛起，市场竞争愈加恶劣，消费者群体个性化服务的要求，给锦江之星酒店的发展带来了巨大的挑战。本课题以南通地区的锦江之星酒店为研究对象，结合南通的发展现状以及南通市场上经济型酒店的竞争的激烈性，并运用PEST分析法、波特的五力模型分析企业出现的问题，以及运用SWOT模型分析企业的内、外部环境，提出自己的竞争战略，以期对锦江之星酒店在南通市场上发展提供有益的思路，给锦江之星酒店带来长久的发展。 关键词：南通；锦江之星酒店；竞争战略；SWOT模型 The Competitive Strategy Of Nantong Jinjiang Hotel Abstract:Jinjiang budget hotel is located in Shanghai,Jinjiang Group is created the first domestic economy hotel named Jinjiang Hotel , founded in 1997.Since Jinjiang hotel development, has been a good, healthy image as the goal, to learn a foreign economy hotel development characteristics, inexpensive, clean, excellent for the purpose of serving the public,and contribute to the community.Since its development, Jinjiang Hotel brand value and good reputation to win the praise of the domestic economy hotel market. However, with the rise of the economy hotel market competition increasingly harsh, consumer groups, personalized service requirements, to the Jinjiang development has brought great challenges. The topics to Nantong region Jinjiang Hotel for the study, combined with fierce resistance, and the current development in Nantong Nantong economy hotel market competition, and the use of PEST analysis, Porters five forces model to analyze business problems. The SWOT analysis business model and the use of internal and external environment, made their competitive strategy, with a view of Jinjiang hotel market in Nantong provide useful ideas for Jinjiang bring long-term development. Keywords: Nantong; Jinjiang Hotel; competitive strategy; SWOT model