摘要
摘要
2020年，一场突如其来的新冠肺炎疫情，给各行各业带来巨大的冲击，酒
店行业更是首当其冲。受新冠肺炎疫情影响，文化和旅游部办公厅发布了《关
于全力做好新型冠状病毒感染的肺炎疫情防控工作暂停旅游企业经营活动的紧
急通知》，要求全国旅行社及在线旅游企业，暂时停止有关团队旅游项目及相
关旅游产品的经营。旅游项目的停止对国内酒店业造成了暴风雪般的冲击，整
个行业一度跌落至冰点。因此，各大酒店如何在疫情持续影响下实现复工复产，
成为整个行业共同关注的焦点问题。在整个行业持续低迷的情况下，全季酒店
异军突起，积极采取主动措施发展革新，成为疫情期间逆势增长的品牌。通过
本文的前期调研发现，疫情期间全季酒店通过系列的商业模式创新来应对这一
突发事件，并取得了成功。全季酒店是如何通过商业模式创新来应对突发事件
的影响，转危为机，实现逆势增长的？在环境高度不确定性的 VUCA环境下，
这一问题的研究具有重要的理论价值和现实意义。
本文选取全季酒店作为研究对象，运用访谈法、案例分析法和文献资料法，
分析其商业模式创新的变化。首先，论文运用文献资料法，梳理中端酒店和商
业模式创新在相关文献中的定义；而后，选取商业模式画布理论、价值链理论
作为论文理论基础，对全季酒店商业模式创新进行研究；其次，整理全季酒店
行业背景与企业概况，采用商业模式画布理论描绘全季酒店原有商业模式，并
梳理原有商业模式中存在的局限性，为其商业模式创新的必要性做铺垫；再次，
运用 PEST和五力分析模型，对全季酒店所处的外部环境、行业环境变化进行分
析，结合商业模式画布理论对各阶段全季酒店商业模式进行对比，从价值链理
论视角，自两方面提炼出全季酒店商业模式创新的变化，并对其创新点梳理总
结；最后，通过对全季酒店创新效果的评估，完成本文的经验总结和拓展思考。
本文得出，疫情的变化导致酒店业市场环境改变，全季酒店各阶段的价值
主张也随之发生变化，从布局在线经济新业务，到持续推进无人接触、智能化
服务，以及不断更新数字化系统等措施手段，都是全季为了应对突发事件背景
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摘要
下市场变化而做出的商业模式创新。
疫情常态化背景下，顾客需求变化明显，对健康卫生安全格外重视。同时，
随着消费群体的多元化发展，酒店行业只有加速数字化转型、提供个性化的优
质产品服务、树立独具特色的品牌文化，才能够提高自身的企业可持续性和灾
难应对能力，只有通过商业模式创新，才能在竞争激烈的酒店市场中，持续保
持盈利。
关键词：商业模式创新；全季酒店；价值链；商业模式画布
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ABSTRCAT
ABSTRACT
In 2020, a sudden OUTBREAK of COVID-19 brought huge impact to all walks
of life, especially the hotel industry. Due to the impact of COVID-19, the General
Office of the Ministry of Culture and Tourism issued the Urgent Notice on
Suspending the business activities of Tourism Enterprises in the Prevention and
control of the Novel Coronavirus Pneumonia Outbreak, requiring travel agencies and
online tourism enterprises across the country to temporarily stop the operation of
group Tours and related tourism products. The suspension of tourism projects caused
a snowstorm of impact on the domestic hotel industry, the entire industry once fell to
the freezing point. Therefore, how hotels to resume work and production under the
continuing impact of the epidemic has become the focus of the entire industry. In the
context of the continuous downturn in the whole industry, the Whole season hotel
rose to the fore, took active measures to develop and innovate, and became a brand
that bucked the trend of growth during the epidemic. This paper analyzes the changes
of business model innovation paths of hotels during the epidemic period in the whole
season, and obtains the reasons for their excellent performance and countertrend
growth according to the changes of business model innovation paths.
This paper selects the JI hotel as the research object, using interview method,
case analysis method and literature method to analyze the change of its business
model innovation. Firstly, the paper uses literature method to sort out the definition of
mid-end hotel and business model innovation in relevant literature. Then, select the
business model canvas theory, value chain theory as the theoretical basis of the paper,
the whole season hotel business model innovation research; Secondly, sort out the
background of the hotel industry and the general situation of the company, describe
the original business model of the hotel with the business model canvas theory, and
sort out the limitations of the original business model, paving the way for the
necessity of its business model innovation; Again, using PEST and five analysis
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