学号 ______________ 密级 ______________
兰州城市学院本科毕业论文
如家酒店的发展战略研究
学院名称：城市经济与旅游文化学院 专业名称：经济学 学生姓名：韩静 指导教师：马蓓
二○一三年三月
中文摘要
随着我国经济和旅游业的大力发展，经济型酒店的发展速度也让人始料不及，最具代表性的当属如家酒店。如家自2002年成立以来，就以惊人的速度在我国各大城市扩张，目前已成为中国最大的经济型连锁酒店。本论文主要分析如家酒店的发展战略、在发展中存在的问题及解决对策。
关键词：如家酒店 经济型连锁酒店 发展战略
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Abstract
Along with our country economy and developing of tourism, economy hotel development speed also let people expected, the most representative is the home inns hotel. Home inns since it was founded in 2002, at an amazing speed expansion in big cities in our country, and has become the largest economy hotel chain in China. This thesis mainly analysis the development strategy of home inns hotel, in developing problems and countermeasures.
Key words: Rujia Hotel; Chain Hotel; Development Strategy
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目 录
第一章 绪论 .......................................... - 1 - 第二章 如家酒店的发展战略概述 ........................ - 3 -
2.1 如家酒店的兴起 ........................................................................................................ - 3 -
2.1.1 如家酒店产生的背景 .................................................................................... - 3 - 2.1.2 如家酒店的产生 ............................................................................................ - 3 - 2.2 如家酒店的发展战略 ................................................................................................ - 4 -
2.2.1 低成本战略 .................................................................................................... - 4 - 2.2.2 多品牌战略 .................................................................................................... - 4 - 2.2.3 连锁经营战略 ................................................................................................ - 4 - 2.2.4 媒体营销战略 ................................................................................................ - 5 - 2.2.5 品牌支撑战略 ................................................................................................ - 5 - 2.2.6 “家”——战略 ............................................................................................ - 6 - 2.3 如家酒店的企业文化 ................................................................................................ - 7 -
2.3.1 如家的愿景 .................................................................................................... - 7 - 2.3.2 如家的理念 .................................................................................................... - 7 - 2.3.3 如家的使命 .................................................................................................... - 7 -
第三章 如家酒店的发展历程及现状 ...................... - 8 -
3.1 如家酒店的发展历程 ................................................................................................ - 8 - 3.1.1 如家大事 ........................................................................................................ - 8 - 3.1.2 跻身五强 ........................................................................................................ - 9 - 3.2 如家酒店的发展现状 ................................................................................................ - 9 -
3.2.1 如家酒店在全国的分布图 ............................................................................ - 9 - 3.2.1 近年来如家酒店的财务状况 ...................................................................... - 10 - 3.3 如家在中国的发展 .................................................................................................. - 11 -
3.3.1 进军中高端 .................................................................................................. - 11 - 3.3.2 签约东渡 ...................................................................................................... - 11 - 3.3.3 收购莫泰 ...................................................................................................... - 12 -
第四章 如家酒店在发展中存在的问题 ....................... 14
4.1 同化严重 ....................................................................................................................... 14 4.2 价格不一 ....................................................................................................................... 14 4.3 人才匮乏 ....................................................................................................................... 15 4.4 分布不均匀 ................................................................................................................... 15 4.5 同质布局致竞争惨烈 ................................................................................................... 16 4.6 品牌定位不够细化 ....................................................................................................... 17
第五章 如家酒店的发展对策 ............................... 18
5.1 个性化营销 ................................................................................................................... 18 5.2 统一价格标准 ............................................................................................................... 19
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5.3 引进人才 ....................................................................................................................... 19 5.4 发挥如家品牌优势 ....................................................................................................... 20 5.5 细分市场 ....................................................................................................................... 20 5.6 建立多方合作 ............................................................................................................... 21 5.7 细化品牌定位 ............................................................................................................... 21
5.7.1 开发新产品 ....................................................................................................... 21 5.7.2 多品牌差异化 ................................................................................................... 21 5.7.3 抓住城市发展新机遇 ....................................................................................... 22
参考文献 ................................................ 25 致 谢 .................................................. 26
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