万州万达希尔顿酒店发展战略研究TheDevelopmentStrategyforWandaHiltonHotel研究生：陈刚PostGraduate：ChenGang指导教师：黄书琥教授Supervisor：HuangShu-hu重庆工商管理硕士学院ChongqingCollegeofMasterofBusinessAdministration二O一一年十二月Dec.2011重庆工商管理硕士学院毕业论文中文摘要摘要随着中国经济的高速发展，近年来中国特别是重庆酒店业也取得了非常明显的进步，目前酒店业已成为推动经济发展的重要组成部分。本文以即将建成开业的万州万达希尔顿酒店为研究对象，对酒店如何面对市场机遇和挑战确定自身的发展战略进行了研究。文章关于万州万达希尔顿酒店的发展战略研究主要采用了问卷调查法、资料分析法、历史研究法等研究方法，应用战略管理理论知识，通过内、外部资料的收集和整理，应用SWOT分析方法、五力模型分析法等模型对国内外、重庆及万州的宏观环境和行业环境进行了分析，得出了万州万达希尔顿酒店的优势、劣势、机遇和威胁。指出万州万达希尔顿酒店的主要优势产业背景、品牌基础、地理位置等，劣势为城市知名度、投资回报率、市场培养等，机遇是重庆及万州区域经济的发展迅猛，主要威胁是竞争对手和企业定价等问题。文章通过进行全面研究和制定了适合万州万达希尔顿酒店的发展战略，主要的战略措施有品牌战略、战略联盟、成本领先战略、差异化战略。最后就发展战略的具体实施提出四点保障措施，通过对万州万达希尔顿酒店提高人力资源管理水平、构建流程管理、实施电子网络销售、创建酒店的企业文化等，促进万州万达希尔顿酒店持续快速发展。关键词：酒店，发展战略，五力模型，SWOT分析方法I重庆工商管理硕士学院毕业论文英文摘要ABSTRACTWithChina'srapideconomicdevelopmentinrecentyears,Chongqing’seconomicindustryparticularlythehotelindustryhasmadeverysignificantprogress,thehotelindustrythatpromotingeconomicdevelopmenthasbecomeanimportantpart.Inthisarticle,WanzhouWandaHiltonHotel,whichisunderconstructionatthetimebeinghasbeensetastheresearchobject,andthisarticlehasstudiedthehotelonhowtofacethemarketopportunitiesandchallengestodeterminethedevelopmentofstrategiesofthehotelitself.ThisarticlehasusedforWanzhouWandaHiltonHotelonthedevelopmentstrategymainlybyseveralmethods,ie:questionnairesurvey,dataanalysis,historicalresearchandotherresearchmethods,theapplicationofstrategicmanagementtheory,throughinternalandexternaldatacollectionandcollation,applicationofSWOTanalysis,Porter'scompetitiveanalysisandothermodelsfromdomestic&abroadtoanalyzethemacroenvironmentandindustryenvironmentforWanzhouChongqingandthereforetheresultcausedforWanzhouWandaHiltonHotelintermofstrengths,weaknesses,opportunitiesandthreats,pointingoutforWanzhouWandaHiltonHotelitsmainadvantageofindustrybackground:brandfoundation,geographiclocation,etc.;weaknessesas:smallcity,returnoninvestment,marketcultivation;Opportunityas:ChongqingandWanzhouarethemostrapideconomicdevelopmentregions;andthemainthreatare:competition,pricingwarandotherissues.ThisarticleshasalsoconductedacomprehensivestudyandformulatesoastomeasuremakingasuitablestrategyforWanzhouWandaHiltonHotel'sdevelopmentstrategy.Keystrategicmeasuresare:brandstrategy,strategicalliances,costleadershipstrategy,differentiationstrategy.Atlast,theimplementationofdevelopmentstrategyputtingforwardfourspecificguarantymeasures,byimprovingthehotel’shumanresourcemanagement,buildingupprocessmanagement,implementingelectronicnetworksales,creatingthehotel'scorporateculture,topromotetheHiltonHotel’ssustainedandrapiddevelopment.Keywords:Hotel,developmentstrategy,Porter'scompetitive,SWOTII重庆工商管理硕士学院毕业论文目录目录摘要...............................................................................................................................................IABSTRACT........................................................................................................................................II目录............................................................................................................................................III1绪论............................................................................................................................................11.1研究问题及背景........................................................................................................................11.2研究目的及意义........................................................................................................................11.3研究内容及方法........................................................................................................................22企业发展战略的相关理论研究.....................................................................................................42.1战略及企业战略的概念............................................................................................................42.2企业发展战略管理理论............................................................................................................42.2.1企业发展战略管理的内容..