【作者】 罗锦笑；

【导师】 李树民；

【作者基本信息】 西北大学 ， 工商管理， 2011， 硕士

【摘要】 根据中国商务旅游消费增长趋势预测,将来我国很可能会成为全球最为重要的商务旅游市场之一。良好的经济、社会环境,快速增长的酒店服务需求,为国内酒店行业的发展带来了机遇,酒店数量快速激增。东莞会展业的快速发展,尤其是厚街会展业,已成为厚街第三产业的支柱行业。地处厚街的广东国际会展中心,为广东三大展览基地之一,每年举办各种展会30多个,成功培育了名家具展、橡塑机械展、五金机械展、车交会、国际名鞋展等国际性品牌展会,为厚街国际大酒店带来大好契机,但伴随酒店行业全方位的对外开放,行业结构也发生变化。外来竞争的大量涌入,使东莞酒店业的竞争势态激烈化、复杂化。厚街国际大酒店如何把握市场机会,寻找自己的客户市场,紧跟形势变化,确定长远的发展策略,配合企业资源的最大化运用,强大集团的竞争优势和扩大集团的市场份额,在急促发展而优胜劣汰加剧的竞争市场中稳步向前是厚街国际大酒店迫切需要解决的问题。第二部对概述战略管理理论和研究所有的方法；第三部对企业的综合因素调研,清晰酒店的优势与劣势,理清实施方向路线进行具体分析,从中应对市场威胁,把握机遇；第四部在SWOT的支持下明确战略目标,制定精确的市场定位并设计发展战略及长期目标策略；第五部从实施品牌战略、多元化营销战略、人力资源管理战略和创新企业文化战略保障,细化目标策略；第六部总结。本文的研究对酒店的短期发展和长期成长订立方向和目标,酒店根据管理方针逐步稳健成长有着积极的作用。本文运用定量分析和定性分析相结合的方法,结合中国酒店业的发展状况,预测东莞酒店业的发展趋势、酒店市场特点、远景及市场定位,同时运用SWOT分析方法,对酒店行业进行宏观瞭望,再结合厚街国际大酒店的自身优劣,主、客观内外因素展开透彻分析,就企业硬件、软件、背景、资源等方面探求机遇及预见威胁,从而对短期竞争力量的打造,以及长期优势的维持做出整体规划。规划步骤因应不同阶段做出不同管理方向,企业文化和人力资源始终为酒店的中心力量。全文主要论述集团发展的部署和实施,全文分为六个部分,第一部通过分析客观条件引导主观,提出本文研究的背景、目的、意义,对研究的思路和方法进行概述,最终确定目标部署纲领；第二部对概述战略管理理论和研究所有的方法；第三部对企业的综合因素调研,清晰酒店的优势与劣势,理清实施方向路线进行具体分析,从中应对市场威胁,把握机遇；第四部在SWOT的支持下明确战略目标,制定精确的市场定位并设计发展战略及长期目标策略；第五部从实施品牌战略、多元化营销战略、人力资源管理战略和创新企业文化战略保障,细化目标策略；第六部总结。本文的研究对酒店的短期发展和长期成长订立方向和目标,酒店根据管理方针逐步稳健成长有着积极的作用。更多还原

【Abstract】 According to Chinese business tourist consumption growth trend forecast, in future, China is likely to become the one of the most important business tourism market in the world. Good economic and social environment, the rapid growth of hotel service for domestic demand brings many opportunities for the hotel industry development, the number of hotels grows fast. Following the rapid development of exhibition industry in Dongguan, especially in Houjie, has become the pillar one of the third industry. Located in Houjie’s modern international exhibition center, as one of the three exhibition bases in guangdong, more than 30 various exhibitions successfully produced, such as famous furniture exhibition, plastic machinery exhibition, Auto fair, international shoes exhibitions and other international brand exhibitions. It brings great opportunity for HJ International Hotel. With all-round opening-up of the hotel industry, industry structure changes as well. For the influx of foreign competition, the competition of Dongguan hotel becomes more intense and complicated. HJ International Hotel should grasp the market opportunity,looking for their customers. HJ International Hotel also forecast the development tendency of Dongguan hotels, characteristic of the hotel market, long-range perspective and market positioning.__The SWOT analysis will be utilized, analyze the opportunities, threatens and both advantages and disadvantages of HJI hotel, seek the opportunities and forecasting threatens, make a short-term competitive strength. Scheme planning change according different stages, enterprise culture and man resource are the central power of the hotel. The research detail in six chapters, among which chapter 1 brings forward the background, purpose, meaning, consideration and method of the research; chapter 2 reviews the methods used for strategy management theory and research; chapter 3 investigate and survey the composite factors of HJI hotel, find out the superiority and inferior position, so the hotel can grasp the opportunities and reply the threaten of the market; chapter 4 explicit the strategic target, make out the market positioning, and devise the development strategy; chapter 5 guarantee the implement of the brand strategy, market strategy of diversification, man resource strategy and the enterprise culture strategy; chapter 6 provide the conclusion.更多还原