酒店业作为第三产业的典型代表,是推动经济发展的重要力量。目前酒店业竞争激烈,
酒店管理者亟需找到发展方向,重视差异化发展,重视客户体验的提升。特别对于高
端酒店,更需要提升自身的品牌形象,提升顾客的满意度,促使自身更好更快的发展。

这样才能在激烈的竞争中,特别是和国外同行竞争中有所成绩。

本文以战略管理理论为基础,以台儿庄清御园酒店为研究对象,结合台儿庄区域
文化、地理、历史、经济等特点,通过一系列的研究分析得出研究结论。研究结论显
示:清御园酒店应该抛弃过去盲目发展的做法,凭借现有的优势与机会,正视劣势与
威胁,积极开拓,在发展中以拓展性战略为总体战略,在运营中以差异化竞争战略作
为自己的指导方针,在内部基础管理、硬件维护与升级、软件建设与扩展等方面下大
力气,尽快提升自己的品牌价值,将清御园酒店建设成消费者钟爱和信赖的五星级高
端酒店。同时,本文以清御园酒店为实例,综合分析台儿庄地区的高端酒店现状,得
出其制定和实施竞争战略的建议,期望这些建议与意见对其有所借鉴意义。

关键词台儿庄;星级酒店;战略;清御园酒店
Abstract
With the rapid development of Chinese economic, the hotel industry in the country to
obtain rapid expansion. Although the hotel industry is a long history in the industry,but
unlike some other recession sunset industry, the hotel industry is a promising sunrise industry.
The hotel industry as a typical representative of the tertiary industry is an important force in
promoting economic development. Currently the hotel industry is highly competitive, hotel
managers need to find a direction,emphasis on the development of differentiation, focus on
the customer experience improvement. Especially for high-end hotels, but also need to
enhance their brand image,enhance customer satisfaction, to promote itself better and faster
development. Order in the fierce competition, particularly competition and foreign
counterparts have results.
In this paper, based on the theory of strategic management to Taierzhuang Qing Yu
Yuan Hotel for the study, combined with Taierzhuang regional culture, geography, history,
economics, etc.,through a series of research and analysis drawn conclusions. Conclusions
Display: Qing Yu Yuan Hotel should abandon the practice of the past blind development, by
virtue of existing strengths and opportunities, weaknesses and threats to face, and actively
explore, to expand in the development of strategies for the overall strategy, operations to
competitive differentiation strategic guidelines as their own in-house infrastructure
management, hardware maintenance and upgrades, software and other aspects of
construction and expansion of a great effort, as soon as possible to enhance their brand value,
Royal Park Hotel will be cleared into a five-star consumers love and trust high-end hotels.
Meanwhile, the paper in order to clear Royal Park Hotel as an example, a comprehensive
analysis of high-end hotel Taierzhuang area status, come to its competitive strategy
formulation and implementation of the recommendations and opinions on these proposals
expected some reference to its significance.
Keywords Tai-er-zhuang; starred hotel; strategy; qing-yu garden hotel
第1章绪论
1. 1研究背景
目前我国经济发展迅速,酒店业发展趋势良好,酒店业作为一个重要的产业,在
国民经济中起着越来越重要的作用。但是当前我国酒店,特别是高端星级酒店数量较
少,同时服务质量也和国外知名高端酒店差距不小,亟需提高管理水平和服务水平。

随着全球经济一体化发展,国外酒店集团也纷纷猫准中国市场,凭借着品牌、管理、
资本、成本控制和规模优势,国外酒店巨轉极大地影响了我国高端酒店的市场竞争状
况。另外,随着国内游客消费经验的不断积累以及消费要求的不断提高,将产生越来
越多样化的消费需求。面对上述挑战,我们可以判断出,目前我国酒店行业正处在一
个重要的转型期。能否在这个转型期抓住机遇,规避威胁,将直接影响我们高端酒店
的生死存亡。目前,高端酒店行业的竞争已经是综合实力的竞争,除了基本的经济手
段的竞争之外,更是思想、文化、战略的竞争。为了能从市场中脱颖而出,我们必须
从战略管理的角度来审视我们发展规划,寻求合理有效的措施来应对竞争。

台儿庄[1]位于山东省率庄地区,处于苏鲁两省交界处,总面积538.5平方公里,下
辖5个镇1个街道。台儿庄拥守山东南大门,是苏北的屏障,地理位置重要,历来为
兵家、商家必争之地。台儿庄之所以闻名全国,是因为这里在第二次世界大战期间发
生过震惊世界的“台儿庄战役”,由于此次战役中国军队英勇抗击日本侵略军,开敌万
余人,台儿庄被誉为“中华民族扬威不屈之地”。也因为如此,台儿庄成为全国重要的
红色旅游圣地。目前台儿庄重要的旅游资源有国家五A级风景区——台儿庄古城;国
家四A级景区——台儿庄大战纪念馆;国家二 A级景区——贺敬之文学馆、李宗仁史
料馆等。

近年来,台儿庄经济发展平稳,2012年上半年,全区第三产业投资完成8.69亿元,
增长116.8%。另外,台儿庄地区交通业也是突飞猛进,2011年8月1日,専台线BRT
建成通车。成为山东省既济南之后第二条BRT线路,加快了零庄城市化速度和改善了
台儿庄区基础设施建设落后的现状。

快速稳步发展的经济、日益顺畅的交通、优越的旅游资源,这些都使台儿庄的酒