转型中的华住酒店集团投资战略研究-财务管理-毕业论文.docxVIP

转型中的华住酒店集团投资战略研究 摘要：近年来，随着旅游业的蓬勃发展，我国的连锁酒店行业也迅速成长起来。伴随着来自行业内部的竞争压力，许多连锁酒店不得不开始寻求战略转型，而企业的转型升级往往离不开投资战略的选择。本文选取华住酒店集团为研究对象，在分析其行业发展现状的基础上，采用文献分析法、比率分析法、趋势分析法和比较分析法等对华住酒店集团的投资战略进行分析。发现华住集团存在着投资规模过快增长、投资效率显著下降、经济型品牌同质化现象严重等问题。针对存在的问题提出了优化投资结构，控制投资增速、调整资金结构，提高投资效率、完善产品策略，增进品牌差异等对策与建议，希望能帮助华住酒店集团更好地建立市场竞争力，同时给国内其他连锁酒店带去一定的启发。 关键词：华住酒店集团 转型升级 投资战略  Abstract: In recent years, with the booming tourism industry, Chinas chain hotel industry has also grown rapidly. Along with the competitive pressure from within the industry, many hotel chains have to start to seek strategic transformation, and the transformation and upgrading of enterprises is often inseparable from the choice of investment strategy. This paper selects China Lodging Group as the research object, and analyzes the investment strategy of China Lodging Group by using literature analysis method, ratio analysis method, trend analysis method and comparative analysis method on the basis of analyzing the development status of its industry. It is found that China Lodging Group has problems such as excessive investment growth, significant decline in investment efficiency, and serious homogenization of economic brands. Aiming at the existing problems, the paper puts forward some countermeasures and suggestions such as optimizing investment structure, controlling investment growth rate, adjusting capital structure, improving investment efficiency, improving product strategy, and enhancing brand differences.I hope to help China Lodging Group to better establish market competitiveness, and at the same time bring some inspiration to other domestic hotel chains. Key Words：China Lodging Group Transformation and upgrading Investment strategy  目录 TOC \o 1-3 \h \u 19818 1 绪论 1 23184 1.1 研究背景及意义 1 21680 1.1.1 研究背景 1 13511 1.1.2 研究意义 1 20366 1.2 国内外研究现状 2 6853 1.2.1 国内研究现状 2 16488 1.2.2 国外研究现状 3 27611 1.2.3 文献评述 4 15839 1.3 研究内容及研究方法 4 3693 1.3.1 研究内容 4 15849 1.3.2 研究方法 4 11569 2华住酒店集团所处行业发展现状 5 660