候鸟客栈的创业构想
摘要
近年来，中国旅游业发展速度很快，根据官方统计资料，2002 年国际、国内旅游总收入为5565 亿元，约占当年GDP 的5.4%，比2001 年提高了0.2 个百分点，2003年即使经历了上半年的非典影响，“十一”黄金周仍以346亿元的旅游收入创造了中国4年来长假旅游的最高纪录，中国旅游业正在成为规模巨大、前景广阔、成长快速的新兴行业。然而，旅游需求市场的急剧增长同时又凸现了中国旅游业及相关产业发展中存在的许多问题，国内旅馆行业的发展相对落后，就是其中一个影响旅游产业发展的重要瓶颈问题。事实表明，中国的旅馆业存在最大的矛盾就是：高档酒店过剩，低档劣质的小旅馆泛滥，而符合中产阶层消费需求的经济实惠舒适快捷的旅馆却很难找到。
本论文正是从解决实际问题出发，有创造性地提出一种经营旅店的新模式：候鸟客栈连锁经营模式，即采用大规模连锁经营的方式把住宿业务做大做强，把成本降低，并提供优质人性化服务。这种经营模式贴近市场实际需求，符合市场发展规律，具有很强的操作性，对旅游业的投资者和经营者有很大的参考价值。本论文认为，投资候鸟客栈会有很高的获利空间，如果成为现实，会较大地缓解目前中国酒店旅馆业存在的结构性问题，把规模经济效益、现代先进管理、连锁经营等理念引入旅店管理会极大地提高中国旅店业的综合管理水平，强大的竞争压力会把那些低劣的旅店淘汰出局，这对于中国旅游产业的健康发展起到了非常积极的意义。候鸟客栈的创业设想在国内旅游业理论界还是首次，对中国旅游业理论上的发展起到了一定的推动作用。
论文的主要内容和创新点：1.构建出候鸟客栈的基本理论框架，系统
地给出了候鸟客栈的涵义、特征、组织结构、服务理念、人力资源策略。2.对创建候鸟客栈的可行性从多方位进行了客观的SWOT分析、目标市场分析、投资获利分析，分析结果证明创建候鸟客栈既有宏观前景又有获利空间，是很好的投资项目。3.论述了候鸟客栈先进的市场营销策略，创造性地把商业企业式的营销策略应用在旅馆上，从而用低成本营销方法打造出最好旅店营销成绩。4.提出并较深入地研究适合候鸟客栈发展的选址策略，首次把选址策略纳入旅店经营成功必须考虑的重要策略内容。5.详细阐述了候鸟客栈采用的连锁经营策略，即在创业初期以直营连锁为主，但是出让分店的部分股权，创业发展期扩大分店出让股权比例，创业成熟期采取特许加盟和出让股权相结合的方式。
In recent years, the developing speed of Travel Industry in China is very fast. According to the statistic data of the government, in 2002, the general income of the international and the national in Travel Industry are RMB 556.5 billion, being equal to 5.4% of 2002 'GDP, which has increased 0.2% compare with the year of 2001.Though on the infection of "SARS" in the previous half year in 2003, in the national day golden weeks there were travels revenue of RMB 34.6 billion which were created the highest record of holiday travel revenue in china for four year. The Travel Industry is turning to a new industry which has had a large scope and a amplitude foreground and also a pullulated so expeditious. However at the same time it has protruded that in china there are so many question in the Travel Industry and other correlation when the demand of the Travel market has rapid increased. In the nation, the hotel industry has developed comparatively hang behind. This is one of the most important questions for what has infected the development of the Travel Industry. In fact, there is the largest inconsistency in the hotel industry in china is : the top grade hotel has been so overmuch, but the low-end hotel has been so overrun, at the present time ,the hotel which has accorded with the consumed demand of the middle class that become too difficult to find which has economy, boon, comfort, shortcut.
This discourse is just begin with solving practical problems, creatively lodge a new pattern of managing hotels: Migrant Bird Hotel Chain, that is to make the accommodation operation powerful with cosmically chain management, to reduce the costs and offer high quality humanely services. This kind of management pattern press close to the practical demand of the market and accord with the market developing, it is also powerful workable
and very valuable to be consult with for the investors and managers of the tourism .We are sure that there will be large space for profits by investing in Migrant Hotel, and if it become true, the present structure problems of Chinese hotel will be relaxed .By input such ideas as
Scope economic benefit, modern managements, chain operations etc. We can improve the integrated management level greatly. That powerful competitive pressure can wash out those inferior hotels has very active meaning for the healthy development of Chinese tourism .The Migrant Hotel conception has been present for the first time in the national tourism theory group, which has determined effects on the improvement of Chinese tourism theory.
The mostly content and the innovate idea of the paper is: 1.structure the base theory frame of the migrant hotel, give the meaning, character, configuration of organize, opinion of service and strategy of human resource of the migrant by the numbers. 2.supply the analysis of SWOT, latency market and profit impersonally from multi-aspect. It is testified that the programming of setting up the migrant hotel that has both wonderful future and favor profit, is a very good investment. 3.discuss the advanced tactic of marketing of the migrant hotel, apply the marketing tactic which is business model to the hotel in a create way, therefore we can provide the best result of hotel marketing by a low-cost way. 4.put forward and study the suit tactic of choosing the address, put it to important role for the successful hotel managing. 5.expatiate the chain managing tactic which is applied to the migrant hotel. It is that: at the beginning of hotel managing, the direct selling and chain managing will play the important role, and it is necessary for us to sell the share partly, with the development of the hotel, we will sell share more to our partners, when the management is mature. We will adopt the tactic in the way which combining the specific joining and selling share.
本论文正是从解决实际问题出发，有创造性地提出一种经营旅店的新模式：候鸟客栈连锁经营模式，即采用大规模连锁经营的方式把住宿业务做大做强，把成本降低，并提供优质人性化服务。这种经营模式贴近市场实际需求，符合市场发展规律，具有很强的操作性，对旅游业的投资者和经营者有很大的参考价值。本论文认为，投资候鸟客栈会有很高的获利空间，如果成为现实，会较大地缓解目前中国酒店旅馆业存在的结构性问题，把规模经济效益、现代先进管理、连锁经营等理念引入旅店管理会极大地提高中国旅店业的综合管理水平，强大的竞争压力会把那些低劣的旅店淘汰出局，这对于中国旅游产业的健康发展起到了非常积极的意义。候鸟客栈的创业设想在国内旅游业理论界还是首次，对中国旅游业理论上的发展起到了一定的推动作用。
论文的主要内容和创新点：1.构建出候鸟客栈的基本理论框架，系统
地给出了候鸟客栈的涵义、特征、组织结构、服务理念、人力资源策略。2.对创建候鸟客栈的可行性从多方位进行了客观的SWOT分析、目标市场分析、投资获利分析，分析结果证明创建候鸟客栈既有宏观前景又有获利空间，是很好的投资项目。3.论述了候鸟客栈先进的市场营销策略，创造性地把商业企业式的营销策略应用在旅馆上，从而用低成本营销方法打造出最好旅店营销成绩。4.提出并较深入地研究适合候鸟客栈发展的选址策略，首次把选址策略纳入旅店经营成功必须考虑的重要策略内容。5.详细阐述了候鸟客栈采用的连锁经营策略，即在创业初期以直营连锁为主，但是出让分店的部分股权，创业发展期扩大分店出让股权比例，创业成熟期采取特许加盟和出让股权相结合的方式。
In recent years, the developing speed of Travel Industry in China is very fast. According to the statistic data of the government, in 2002, the general income of the international and the national in Travel Industry are RMB 556.5 billion, being equal to 5.4% of 2002 'GDP, which has increased 0.2% compare with the year of 2001.Though on the infection of "SARS" in the previous half year in 2003, in the national day golden weeks there were travels revenue of RMB 34.6 billion which were created the highest record of holiday travel revenue in china for four year. The Travel Industry is turning to a new industry which has had a large scope and a amplitude foreground and also a pullulated so expeditious. However at the same time it has protruded that in china there are so many question in the Travel Industry and other correlation when the demand of the Travel market has rapid increased. In the nation, the hotel industry has developed comparatively hang behind. This is one of the most important questions for what has infected the development of the Travel Industry. In fact, there is the largest inconsistency in the hotel industry in china is : the top grade hotel has been so overmuch, but the low-end hotel has been so overrun, at the present time ,the hotel which has accorded with the consumed demand of the middle class that become too difficult to find which has economy, boon, comfort, shortcut.
This discourse is just begin with solving practical problems, creatively lodge a new pattern of managing hotels: Migrant Bird Hotel Chain, that is to make the accommodation operation powerful with cosmically chain management, to reduce the costs and offer high quality humanely services. This kind of management pattern press close to the practical demand of the market and accord with the market developing, it is also powerful workable
and very valuable to be consult with for the investors and managers of the tourism .We are sure that there will be large space for profits by investing in Migrant Hotel, and if it become true, the present structure problems of Chinese hotel will be relaxed .By input such ideas as
Scope economic benefit, modern managements, chain operations etc. We can improve the integrated management level greatly. That powerful competitive pressure can wash out those inferior hotels has very active meaning for the healthy development of Chinese tourism .The Migrant Hotel conception has been present for the first time in the national tourism theory group, which has determined effects on the improvement of Chinese tourism theory.
The mostly content and the innovate idea of the paper is: 1.structure the base theory frame of the migrant hotel, give the meaning, character, configuration of organize, opinion of service and strategy of human resource of the migrant by the numbers. 2.supply the analysis of SWOT, latency market and profit impersonally from multi-aspect. It is testified that the programming of setting up the migrant hotel that has both wonderful future and favor profit, is a very good investment. 3.discuss the advanced tactic of marketing of the migrant hotel, apply the marketing tactic which is business model to the hotel in a create way, therefore we can provide the best result of hotel marketing by a low-cost way. 4.put forward and study the suit tactic of choosing the address, put it to important role for the successful hotel managing. 5.expatiate the chain managing tactic which is applied to the migrant hotel. It is that: at the beginning of hotel managing, the direct selling and chain managing will play the important role, and it is necessary for us to sell the share partly, with the development of the hotel, we will sell share more to our partners, when the management is mature. We will adopt the tactic in the way which combining the specific joining and selling share.
引文
⑴ 莫再树：《中国旅游业与世界的差距》，中国经济出版社，2001年2月。
⑵ 袁宗堂：《中国旅游饭店发展之路》，中国旅游出版社，2001年3月。
⑶ 张润钢：《饭店业前沿问题》，中国旅游出版社，2003年1月。
⑷ 中国旅游协会：《中国旅游业的发展机遇》，“旅游调研”，1999年第9期。
⑸ 中国旅游局：《2002年旅游统计公报》，“中国旅游报”，2003年第16期。
⑹ 朱英明：《产业集聚论》，经济科学出版社，2003年12月。
⑺ 江英军：《现代旅游饭店筹建实务》，中国旅游出版社，2003年1月。
⑻ 中华人民共和国国家旅游局，“2002年中国星级饭店统计公报”。
⑼ 中国旅游年鉴编辑部，《中国旅游年鉴》，2003年8月。
⑵ 袁宗堂：《中国旅游饭店发展之路》，中国旅游出版社，2001年3月。
⑶ 张润钢：《饭店业前沿问题》，中国旅游出版社，2003年1月。
⑷ 中国旅游协会：《中国旅游业的发展机遇》，“旅游调研”，1999年第9期。
⑸ 中国旅游局：《2002年旅游统计公报》，“中国旅游报”，2003年第16期。
⑹ 朱英明：《产业集聚论》，经济科学出版社，2003年12月。
⑺ 江英军：《现代旅游饭店筹建实务》，中国旅游出版社，2003年1月。
⑻ 中华人民共和国国家旅游局，“2002年中国星级饭店统计公报”。
⑼ 中国旅游年鉴编辑部，《中国旅游年鉴》，2003年8月。