我国主题酒店发展策略分析解析.docVIP

PAGE II 我国主题酒店发展策略  Analysis on the development strategy of theme hotel in China 摘 要 国内酒店大规模兴起于改革开放的初期，自中国加入世贸组织后，才与国际酒店渐渐接轨。在经历30多年的发展巨变之后，国内酒店无论在经营管理还是服务水平方面都取得了巨大的进步。但同时，由于国内酒店相对发展时间短、发展速度快，不可避免的出现了一些没有根据自身特点来进行发展，在管理和服务上抄袭其他酒店的酒店。21世纪的中国，酒店业正面临着巨大的机遇和挑战，2011年，中国已经成为世界第三大旅游接待国，旅游市场规模已跃居世界前列，旅游业的巨大潜力正在逐步爆发，进入了快速发展的“黄金期”。据中国商务部数据显示，截至2010年底，中国大陆有酒店业企业1.6万家，从业人员211万人，营业收入2814亿元人民币，并预期在2015年营业收入超4500亿元。 并且，随着国际酒店大举进入中国，酒店行业的竞争越来越激烈，主题酒店是一种酒店行业全新的发展模式，可以给游客带来难以忘记的体验，深刻的记忆。主题酒店的出现为中国酒店业的发展提供了新思路，是中国酒店业未来发展的必然选择。文章分析了我国主题酒店发展中存在西化现象严重、过分依赖主题、酒店主题不突出 等问题，提出了我国发展主题酒店要做好细分市场，明确市场定位酒店主题与周围地域环境协调、酒店主题与时俱进、将主题文化转化成核心竞争力、重视文化营销等对策。 关键词：主题酒店；产业经济；酒店品牌；酒店文化；策略研究  ABSTRACT The domestic hotel is on the scale of the reform and opening up, since China joined the WTO, and the international hotel gradually converge. After 30 years of development, the domestic hotel has made great progress in both management and service.. But at the same time, the domestic hotel is a relatively short development time, development speed, inevitably appeared some not according to their own characteristics to develop, in the service management and copying other hotels in the hotel. China in the 21st century, hotel industry is facing great opportunities and challenges, in 2011, China has become the world third largest tourist country, the scale of the tourism market has leapt to the forefront of the world, the great potential of tourism is gradually broke out, entered the rapid development of the golden period. According to the Chinese Ministry of commerce data display, as of the end of 2010, China had 1.6 million hotel industry enterprises, 211 million practitioners, business income 281.4 billion yuan and is expected to in 2015 revenue over 4500 billion yuan. The theme of the hotel entered the hotel industry in the second part of the twentieth Century， a concept， the theme of the building has become an international trend. With international hotel inroads into China， th