摘要
I
摘要
随着高青县经济迅速发展，国际慢城、温泉度假村、水上乐园等旅游景点的迅速
开发，来高青旅游的外来游客人数和次数越来越多，使得高青县酒店业呈现愈发好转
的形式，特别是给经济型酒店带来了不可估量的大好机会。然而，由于县城大多数经
济型酒店的管理者对于酒店的市场定位、管理理念和经营模式还没有很清楚的认识，
酒店的运营仍处于多年前的模式，经营效果没有达到最佳状态。所以，高青县酒店尤
其是经济型酒店的经营急需研究和讨论，以促进其经营向更好的方向迈进。
本文在将战略管理相关理论与 GQYB 酒店现有经营状况结合的基础上，运用五
力模型、PEST 分析法和相关环境评价矩阵模型对 GQYB 酒店的内外部环境进行了综
合分析，发现现有的内外部环境有利于 GQYB 酒店充分发挥其酒店优势，改善其现
有的运营状况。通过 SWOT 分析理论，分析得出 GQYB 酒店的优势、劣势、机遇和
威胁，并通过 SWOT 矩阵进一步为 GQYB 酒店制定了充分发挥低价格、增加营销渠
道、深化企业形象、增加员工素质的运营方向。然后运用定量规划矩阵法，通过对比
成本领先战略，差异化战略和和专一化战略对于 GQYB 酒店的适用程度，确定 GQYB
酒店更适合于选择差异化竞争战略，并从酒店形象差异化、酒店文化内涵差异化、酒
店营销渠道差异化、酒店服务内容差异化、酒店价格差异化和酒店人力资源管理差异
化六个方面对其差异化竞争战略的实施措施提出了合理性建议。
本文中论证的差异化战略为 GQYB 酒店管理者对于酒店长远管理提供了一定的
参考，对于 GQYB 酒店提高自身竞争力具有重要意义。
关键词：经济型酒店；GQYB 酒店；战略管理；差异化战略山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Gaoqing County with rapid economic development, the rapid development of the
international slow City spa resorts, water parks and other tourist attractions, has attracted
more and more foreign tourists, the hotel industry has increasingly improved Gaoqing form,
especially a great opportunity cannot be measured for Econo Hotel. However, because
most of the county Econo Hotel management is not very clear understanding for the market
positioning, hotel management concept and management mode, the operation of the hotel
is still in the years before the business model, the effect is not the best. Therefore, Gaoqing
Hotel, Econo Hotel in particular, is in urgent need of research and discussion, in order to
promote its business in a better direction.
In this paper combined with the existing management status of strategic management
theory and the GQYB Hotel, using the five forces model, PEST analysis and related
environmental evaluation model of internal and external environment of GQYB hotel is
analyzed and found that the existing internal and external environment conducive to give
full play to the advantages of the GQYB Hotel Hotel, improve its existing operations status.
Through the SWOT analysis theory, analysis of advantages and disadvantages,
opportunities and threats of GQYB Hotel, and through the SWOT matrix for further
GQYB hotel made full play to low prices, increasing marketing channels, deepen the
corporate image, increase the operational direction of the quality of the staff. Then using
the quantitative planning matrix method, by comparing the cost leadership strategy,
differentiation strategy and focus strategy for GQYB Hotel, GQYB hotel is more suitable
for the selection of competitive strategy of differentiation, and the difference from the hotel
image differentiation, hotel culture connotation, hotel marketing channel differentiation,
service differentiation, hotel the hotel price difference and hotel human resources
management difference measures six aspects of the competitive strategy put forward
reasonable suggestions.
The conclusion of this paper has some enlightenment and reference value for the
strategic management and competitive strategy of other enterprises in the hotel industry.
Key words: Econo Hotel; GQYB hotel; Strategic management; Differentiation strategy山东理工大学硕士学位论文 目 录
III
目 录
摘要................................................................................................................................ I
ABSTRACT..........................................................................................................................II
目 录................................................................................................................................III
第一章 绪 论................................................................................................................1
1.1 选题背景..................................................................................................................1
1.2 研究目的与意义......................................................................................................1
1.2.1 研究目的.........................................................................................................1
1.2.2 研究意义.........................................................................................................2
1.3 国内外研究现状.................................................