中小型独立酒店的发展模式研究
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摘要
近年来国民经济持续快速增长、居民可支配收入明显提高、生活方式和消费观念发生了深刻的变化,我国国内旅游的客源主体已经由少数富裕人口向普通大众转变,城镇居民和农村居民出游人数和出游率都有明显提高,并且出现了众多的细分市场,如自驾车、背包游等自助旅游者。这些变化给酒店业带来了广阔的发展空间。中小型独立酒店是我国酒店行业的一支庞大力量,在发挥市场经济活力、促进就业、满足人们多样化和个性化需求等方面具有重要的作用,发展是其必然的趋势。大基数、稳增长的国内休闲旅游、快速增长的中小型商务旅行以及大量的事务性旅行,共同构成了中小型独立酒店的需求主体。
但是目前中小型独立酒店的发展中存在着许多问题,“小、弱、散、差、瞎”。“小”,即单体规模小、产品差异小、销售网络小、产品集中度小；“弱”,即社会影响弱、行业地位弱、竞争能力弱、价格联盟弱；“散”,即政出多门、政企不分、产权杂乱、市场失灵、有法不依,有章不循；“差”,即人员素质差、市场观念差、品牌形象差；“瞎”,即盲目竞争和攀比。中小型独立酒店的生存空间非常尴尬,一方面在硬件设施和服务水准上无法和高星级酒店抗衡,另一方面在营销渠道、客房性价比上也比不上经济型连锁酒店,这使得中小型独立酒店的客源严重流失,经营效益不佳。因此,寻找适合中小型独立酒店的发展模式具有非常重要的现实意义。
本文主要采用文献研究和理论分析的方法,对中小型独立酒店的涵义、发展现状、发展模式等问题进行了深入细致的探讨。本文包括六个部分,第一部分说明了选题背景、研究意义、研究思路和研究方法等。第二部分主要是相关理论介绍及其研究综述。第三部分主要说明了中小型独立酒店的发展现状,包括中小型独立酒店的发展环境、主要业态和存量、相对于大酒店和连锁酒店的比较优势以及现在发展过程中存在的一系列问题。第四部分运用层次分析法总结了中小型独立酒店发展的关键成功因素,提出了适合中小型独立酒店的发展模式并对其进行了比较。第五部分介绍了青岛一家小型文化主题酒店的特色经营,从中总结和提炼出中小型独立酒店可以借鉴的经验。最后提出了本研究的不足之处以及后续研究方向。
研究表明在目前形势下中小型独立酒店要摆脱困境必须选择合适的发展模式,中小型独立酒店的发展模式主要有三种,一是连锁发展模式,具体包括租赁经营——主要适用于资源、能力和知识全面短缺型的中小型独立酒店、委托经营管理——主要适用于人力资源、管理能力和服务能力短缺型的中小型独立酒店、特许加盟——主要适用于品牌和营销能力不足型的中小型独立酒店；二是联合发展模式,具体包括行业间联合(“酒店联合体”、“酒店一条街”等)和跨行业联合,主要适用于财务资源和客户资源匮乏型的中小型独立酒店；三是独立发展模式,具体包括创新开辟“蓝海”和专业化经营,主要适用于具有较强的组织学习和创新能力的中小型独立酒店。
In the recent years, The National Economy has grown rapidly and the disposable income of residents has increased markedly. There are many changes in consumption concept and lifestyle. The main source of domestic tourism is not only a few rich people but also the general public. More and more urban residents and rural residents choose to travel in their leisure time. The young, the elderly, and the working-class become important parts of domestic tourism market. More and more market segments and potential markets are concerned, such as self-driving tourists, backpack tourists and so on. Anyway, the hotel industry has a broad space for development. As an important part of the hotel industry, the Medium and Small Independent hotel plays an indispensable role in maintaining market vitality and promoting employment. Besides, the Medium and Small Independent hotel can help to meet people's diverse and individual requirements. The major source of the Medium and Small Independent hotel are domestic leisure travelers, business travelers and transactional travelers now, which are growing continuously. How to develop the Medium and Small Independent hotel is an important issue that we face.
The development of the Medium and Small Independent hotels must be done, but at the same time there are many problems. The statuses of the Medium and Small Independent hotels have aroused wide attention. The production and management scale is small and the profit is little and the marketplace regulation has certain blindness in the Medium and Small Independent hotel. The living space of the Medium and Small Independent hotels is very narrow because of the lack of brand and marketing concept. On the one hand, their facilities and equipments are extremely backward compared with the high star hotels. Besides, the personnel quality and service quality are comparatively low, which can not satisfy people's demand for respect. On the other hand, there are many obvious defects compared with the chain economical hotels. For the reason of lack of systematic management to the marketing channel, the Medium and Small Independent hotels usually depend on traditional marketing channel to sell their products or services. The occupancy rate of the Medium and Small Independent hotels has gone off in the past few years and the whole economic benefit is low. So the research on suitable development models for the Medium and Small Independent hotels is of great practical significance.
In order to systematically summarize research outcome of the Medium and Small Independent hotels and further accelerate their development, by consulting a large number of literature and making synthetic analysis, this paper analyzes and discusses the problems concerning the development model of the Medium and Small Independent hotels. This paper consists of six parts:As the opening badge, the first part mainly dwells on the worth of the topic, the research situation, the research methods, the frame of the treatise and the new points. The second part is the literature review, which mainly concerns about the research of the Medium and Small Independent hotels, the growth of enterprise, the long tail theory and blue strategic. In part three, it mainly introduces the present situation of the Medium and Small Independent hotels such as the development environment, the main problem and the number. It also puts forward the advantage and deficiency compared with the high star hotels and the chain economical hotels. The fourth part summarizes the critical success factors of the Medium and Small Independent hotels including key resources, key competencies and critical knowledge. Then it puts forward three development models for the Medium and Small Independent hotels, each of them has advantages and disadvantages and suits for different hotels. The fifth part describes a typical case of the Medium and Small Independent hotels and concludes its advanced experience. The last part summarizes and analyzes the shortcomings of this research and points the future direction.
Studies have shown that as squeezing growth out of existing hotels become harder and harder, the Medium and Small Independent hotels must look for appropriate development models to get rid of the difficulty. There are three development models for the Medium and Small Independent hotels to choose:The first is chain development model, the second is strategic alliance development model and the last is independent development model. Different development model suits for different hotel. The Medium and Small Independent hotel must have a clear understanding of its own sources and capacities and then makes a wise choice.
但是目前中小型独立酒店的发展中存在着许多问题,“小、弱、散、差、瞎”。“小”,即单体规模小、产品差异小、销售网络小、产品集中度小；“弱”,即社会影响弱、行业地位弱、竞争能力弱、价格联盟弱；“散”,即政出多门、政企不分、产权杂乱、市场失灵、有法不依,有章不循；“差”,即人员素质差、市场观念差、品牌形象差；“瞎”,即盲目竞争和攀比。中小型独立酒店的生存空间非常尴尬,一方面在硬件设施和服务水准上无法和高星级酒店抗衡,另一方面在营销渠道、客房性价比上也比不上经济型连锁酒店,这使得中小型独立酒店的客源严重流失,经营效益不佳。因此,寻找适合中小型独立酒店的发展模式具有非常重要的现实意义。
本文主要采用文献研究和理论分析的方法,对中小型独立酒店的涵义、发展现状、发展模式等问题进行了深入细致的探讨。本文包括六个部分,第一部分说明了选题背景、研究意义、研究思路和研究方法等。第二部分主要是相关理论介绍及其研究综述。第三部分主要说明了中小型独立酒店的发展现状,包括中小型独立酒店的发展环境、主要业态和存量、相对于大酒店和连锁酒店的比较优势以及现在发展过程中存在的一系列问题。第四部分运用层次分析法总结了中小型独立酒店发展的关键成功因素,提出了适合中小型独立酒店的发展模式并对其进行了比较。第五部分介绍了青岛一家小型文化主题酒店的特色经营,从中总结和提炼出中小型独立酒店可以借鉴的经验。最后提出了本研究的不足之处以及后续研究方向。
研究表明在目前形势下中小型独立酒店要摆脱困境必须选择合适的发展模式,中小型独立酒店的发展模式主要有三种,一是连锁发展模式,具体包括租赁经营——主要适用于资源、能力和知识全面短缺型的中小型独立酒店、委托经营管理——主要适用于人力资源、管理能力和服务能力短缺型的中小型独立酒店、特许加盟——主要适用于品牌和营销能力不足型的中小型独立酒店；二是联合发展模式,具体包括行业间联合(“酒店联合体”、“酒店一条街”等)和跨行业联合,主要适用于财务资源和客户资源匮乏型的中小型独立酒店；三是独立发展模式,具体包括创新开辟“蓝海”和专业化经营,主要适用于具有较强的组织学习和创新能力的中小型独立酒店。
In the recent years, The National Economy has grown rapidly and the disposable income of residents has increased markedly. There are many changes in consumption concept and lifestyle. The main source of domestic tourism is not only a few rich people but also the general public. More and more urban residents and rural residents choose to travel in their leisure time. The young, the elderly, and the working-class become important parts of domestic tourism market. More and more market segments and potential markets are concerned, such as self-driving tourists, backpack tourists and so on. Anyway, the hotel industry has a broad space for development. As an important part of the hotel industry, the Medium and Small Independent hotel plays an indispensable role in maintaining market vitality and promoting employment. Besides, the Medium and Small Independent hotel can help to meet people's diverse and individual requirements. The major source of the Medium and Small Independent hotel are domestic leisure travelers, business travelers and transactional travelers now, which are growing continuously. How to develop the Medium and Small Independent hotel is an important issue that we face.
The development of the Medium and Small Independent hotels must be done, but at the same time there are many problems. The statuses of the Medium and Small Independent hotels have aroused wide attention. The production and management scale is small and the profit is little and the marketplace regulation has certain blindness in the Medium and Small Independent hotel. The living space of the Medium and Small Independent hotels is very narrow because of the lack of brand and marketing concept. On the one hand, their facilities and equipments are extremely backward compared with the high star hotels. Besides, the personnel quality and service quality are comparatively low, which can not satisfy people's demand for respect. On the other hand, there are many obvious defects compared with the chain economical hotels. For the reason of lack of systematic management to the marketing channel, the Medium and Small Independent hotels usually depend on traditional marketing channel to sell their products or services. The occupancy rate of the Medium and Small Independent hotels has gone off in the past few years and the whole economic benefit is low. So the research on suitable development models for the Medium and Small Independent hotels is of great practical significance.
In order to systematically summarize research outcome of the Medium and Small Independent hotels and further accelerate their development, by consulting a large number of literature and making synthetic analysis, this paper analyzes and discusses the problems concerning the development model of the Medium and Small Independent hotels. This paper consists of six parts:As the opening badge, the first part mainly dwells on the worth of the topic, the research situation, the research methods, the frame of the treatise and the new points. The second part is the literature review, which mainly concerns about the research of the Medium and Small Independent hotels, the growth of enterprise, the long tail theory and blue strategic. In part three, it mainly introduces the present situation of the Medium and Small Independent hotels such as the development environment, the main problem and the number. It also puts forward the advantage and deficiency compared with the high star hotels and the chain economical hotels. The fourth part summarizes the critical success factors of the Medium and Small Independent hotels including key resources, key competencies and critical knowledge. Then it puts forward three development models for the Medium and Small Independent hotels, each of them has advantages and disadvantages and suits for different hotels. The fifth part describes a typical case of the Medium and Small Independent hotels and concludes its advanced experience. The last part summarizes and analyzes the shortcomings of this research and points the future direction.
Studies have shown that as squeezing growth out of existing hotels become harder and harder, the Medium and Small Independent hotels must look for appropriate development models to get rid of the difficulty. There are three development models for the Medium and Small Independent hotels to choose:The first is chain development model, the second is strategic alliance development model and the last is independent development model. Different development model suits for different hotel. The Medium and Small Independent hotel must have a clear understanding of its own sources and capacities and then makes a wise choice.
引文
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