摘要
虽然世界经济持续疲软，但旅游业却表现出强劲的活力。在各项旅游发展政
策的支持下，我国的旅游业也正呈现出井喷式的发展，为作为旅游业重要组成部
分的酒店业提供了发展机遇。与此同时，我国酒店业扩张迅速。在本土酒店快速
增长的同时外资品牌酒店纷纷进入我国市场，造就了我国酒店业激烈的竞争环
境，给华天酒店集团酒店业的经营管理带来了极大的挑战。
华天酒店集团酒店业是全国知名的湖南品牌、湖南酒店业曾经的领导者，又
是我国本土化酒店品牌的代表，虽然目前已经基本实现了多元化发展，但是之前
主要是以发展高星级酒店为主，“八项规定”、“六项禁令”等政策的出台，严
重冲击了华天酒店集团酒店业的发展，使酒店业的经营管理陷入困境。虽然集团
领导层迅速作出反应，积极进行了经营转型，但并没能使高端酒店领域受到新政
策冲击的形势得到明显扭转。所以，文章选取华天酒店集团酒店业作为研究对象，
为其打破目前的战略困境、合理进行经营转型提供借鉴。
文章从战略层面对国际化背景下华天酒店集团酒店业面临的内外部环境进
行分析，并对三种基本的竞争战略进行分析，得出适合其采用的总体和竞争战略
类型，并与其目前采用的战略类型进行比较，进而为战略变革指明方向。文章在
综合运用定性分析法、定量分析法、比较分析法、战略分析的各种方法等的基础
上，得出以下结论：
（1）华天酒店集团酒店业目前的总体战略类型正在由密集型战略向多元化
战略转变，目前采用的业务单位战略（竞争战略）类型为成本领先战略。
（2）对华天酒店集团酒店业所处的内外部环境进行分析的结果显示，华天
酒店集团酒店业的总体战略类型应当选择多元化战略，在竞争战略层次上应当选
择差异化战略。
（3）在总体战略上，华天酒店集团酒店业应当继续坚持目前的战略变革方
向，由之前的密集型战略向多元化战略转变，在稳步发展高星级酒店的同时，进
一步扩张中端精品酒店和经济型酒店；而在竞争战略上，应当转变酒店业目前采
用的战略类型，进行战略变革，由成本领先战略向差异化战略转变。
关键词：华天酒店集团；酒店业；战略困境；战略变革V
Abstract
The global tourism industry has shown strong vitality in the state of economy
continued weakness in the world.Under the support of various tourism development
policies,China&39;s tourism industry is also showing a blowout type development.And as
an important part of the tourism industry,the hotel industry acquires good
opportunities.At the same time, China&39;s Hotel industry is expanding rapidly.A large
number of international brand hotels enter into the Chinese market at the same time in
the local hotels grow fleetly.That creates a fierce competitive environment of China&39;s
Hotel industry and brings great challenge for the management of hotel industry in Hua
Tian Hotel Group.
The hotel industry in Hua Tian Hotel Group is a well-known brand in Hunan and
the leader of Hunan hotel industry in the past,and also the representative of China&39;s
local hotel brand.Although it has achieved a diversified development currently,it was
mainly based on high star hotel before.The "Eight provisions"and "Six prohibitions"
and other policies have seriously affected the development of Hua Tian Hotel
group,which makes the hotel business management into trouble.Although the group
leader responded quickly and actively engaged in business transformation but failed
to make the field of high star hotel reversed significantly which has been impacted by
the new policy.Therefore,the article selects the hotel industry in Hua Tian Hotel
Group as the research object in order to provide a reference for it to break the current
strategic difficulties and transform reasonably.
This paper analyzes the internal and external environment of the hotel industry in
Hua Tian Hotel Group under the background of internationalization,and also analyzes
three basic competitive strategies,obtain the type of strategy suitable for it and
compare with the current strategy type of it,and then point out the direction of
strategic change.Based on the comprehensive use of qualitative analysis,quantitative
analysis,comparative analysis,strategic analysis and other methods,this article draws
the following conclusions:
(1)The overall strategic type of the hotel industry in Hua Tian Hotel Group is in
process of from intensive strategy to diversification strategy and the business unit
strategy (competitive strategy) is the cost leadership strategy at present.
(2)The results show that the overall strategic type of the hotel industry in Hua
Tian Hotel Group should choose the diversification strategy and the differentiationVI
strategy should be chosen at the level of competitive strategy based on the analysis of
the internal and external environment of the hotel industry in Hua Tian Hotel Group.
(3)The hotel industry in Hua Tian Hotel Group should continue to adhere to the
strategic direction of reform at present which change from the previous intensive
strategy to the diversification strategy and go a step further in the Inn Boutique and
Econo Hotel at the same time of the steady development of high star hotel in the
overall strategy;It should change the strategic type and transform from the cost
leadership strategy to the differentiation strategy in the competitive strategy.
Key words：Hua Tian Hotel Group; Hotel Industry; Strategic Dilemma; Strategic
ChangeVII
目录
第1章绪论..................................................................................................................1
1.1选题背景..........................................................................................................1
1.1.1我国旅游业快速发展...........................................................................1
1.1.2酒店业竞争日趋激烈...........................................................................1
1.1.3华天酒店集团酒店业发展陷入困境...................................................1
1.2选题意义.........................................................................................................2
1.2.1理论意义...............................................................................................2
1.2.2现实意义...............................................................................................2
1.3研究综述.........................................................................................................2
1.3.1国外研究综述.......................................................................................2
1.3.2国内研究综述.......................................................................................6
1.3.3研究述评..............................................................................................8
1.4研究目标与内容.............................................................................................9
1.4.1研究目标..............................................................................................9
1.4.2研究内容..............................................................................................9
1.5研究思路与方法.............................................................................................9
1.5.1研究思路...............................................................................................9
1.5.2研究方法...............................................................................................9
1.5.3技术路线图.........................................................................................10
第2章相关概念及理论基础....................................................................................12
2.1战略管理相关概念........................................................................................12
2.1.1目标....................................................................................................12
2.1.2战略....................................................................................................12
2.1.3战略管理............................................................................................12
2.2企业战略管理的理论基础...........................................................................13
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