宜必思酒店在中国的发展战略研究.docVIP

PAGE 宜必思酒店在中国的发展战略研究 044408125田慧丽 2010年6月7号 摘要：宜必思（Ibis）是世界500强、著名酒店业巨头雅高集团旗下的一员，通过三十多年的发展已经成为欧洲最大的经济型酒店连锁企业。本文通过对目前我国经济型酒店战略环境研究，对我国国内旅游环境和国内经济型酒店的发展现状进行了分析，对国内外酒店管理公司的优势、劣势及竞争能力进行了比较，同时，分析了近几年我国经济型酒店迅猛发展的原因，指出了目前我国经济型酒店发展过程中存在的主要问题。 通过分析，认为目前宜必思酒店的战略选择是集团优化、集中战略和成本领先战略。在发展过程中要创造适合中国国情、符合中国人消费观念的经营模式。 在宜必思酒店的发展过程中，酒店管理公司将发挥重要作用，其发展要注重品牌的塑造和人才的培养；根据市场细分，培育适合自己的创新企业文化；利用现代科学技术，构建科院销售网络和酒店内部管理体系。 关键字：宜必思 经济型酒店 连锁经营 经营战略 Abstract: Ibis (Ibis) is the worlds top 500, the famous hotel giant Accor Group, a member by 30 years of development has become Europes largest economy hotel chain. Based on the current strategic environment, China hotels research on Chinas domestic tourism environment and the development of the domestic economy hotels analyzes the current situation on the domestic and international hotel management companys strengths, weaknesses and competitive compared at the same time, analysis In recent years the rapid development of our hotels the reason that the current development of our hotels in major problems. ??????Through analysis, that the present Ibis Hotel Group, the strategic choice is optimal, focused strategy and cost leadership strategy. In the development process to create Chinas national conditions, consistent with the concept of the Chinese consumer business model. ??????Ibis Hotel in the development process, the hotel management company will play an important role in its development should pay attention to shaping the brand and personnel training; according to market segments, fostering innovation for its own corporate culture; use of modern scientific technology and to establish branches Hospital sales network and management system within the hotel. Keywords: Ibis hotels chain management strategy  经济型酒店的市场分析 ??? 近年来，有关经济型酒店的话题被炒得沸沸扬扬，投资热潮一浪高过一浪。原来不知道经济型酒店的，开始关注；原来投资其他类型酒店的，现在考虑转向。全国一下子出现了多家经济型酒店，