摘要
酒店业是我国第三产业的重要支柱产业，随着社会经济的发展，酒店行业的
竞争日益激烈。酒店需在现有的基础上，深度挖掘和契合消费者的心理需求，树
立“个性、定制”的新型服务理念。酒店未来供应服务改革的方向将是供给与需
求的完美结合，酒店行业的发展与创新需要酒店为消费者提供差异化的服务，这
种差异化不仅仅需要做大做强酒店的硬件设备，更需要人性化的服务，以及加强
酒店品牌文化内涵的建设

本文以四川成都一家四星级的酒店——天府之都商务酒店为研究对象。首
先，简明扼要的阐述了本文研究的背景、意义、内容、方法和技术路线；其次，
在战略管理理论的基础上，运用波特五力模型对天府之都商务酒店所处的国内环
境及区域环境进行分析；再次，运用 SWOT 模型分析总结了天府之都商务酒店拥
有的优势、劣势与其所面临的机会和威胁；然后，本文结合酒店的发展愿景，制
定出了酒店的发展目标及以差异化竞争战略构建酒店核心竞争力的发展战略，为
天府之都商务酒店的未来发展指明了方向，最后，本文还针对既定的战略，提出
了完善酒店组织架构、培养酒店核心竞争力、塑造酒店品牌形象、加强酒店文化
建设四大保障措施

关键词：商务酒店；环境分析；发展战略III
Abstract
Hotel industry is a pillar tertiary industry in our country. With the development
of social economy , commercial competition in hotel industry is becoming fiercer.
On the basis of today , what hotels need to do is to figure out and meet customers’
psychological need , and set up a new service idea of “personalized, customized”.A
perfect combination of supply and demand would be the reform direction of future
supply service. The future direction of hotel supply service reform will be the perfect
combination of supply and demand, hotel industry development and innovation needs
hotel to provide differentiated services for consumers, this difference does not only
need to expand and strengthen the hotel hardware equipment, more human services,
and strengthen the hotel brand cultural connotation construction.
A four-star hotel—— Tianfu business Hotel, in Chengdu, Sichuan,is studied in
this thesis. Firstly this thesis briefly expounded the background，significance，content
method and technical route . Secondly, on the basis of strategic management theory
use five forces model to analyze the domestic environment and regional environment
of Tianfu&39;s capital business hotel; Thirdly, using the SWOT model to analyze and
summarize the advantages, disadvantages, opportunities and threats of Tianfu&39;s capital
business hotel Then, with the development vision of the hotel, the development goal
of the hotel and the competitive strategy to build the core competitiveness of the
development strategy, for the future development of Tianfu business hotel, the
direction, finally, the paper also targeted to the established strategy, put forward four
safeguard measures to improve hotel organization structure, cultivate hotel core
competitiveness, build hotel brand image, strengthen hotel culture construction.
Keywords: business hotel; Environmental analysis;development strategyIV
目 录
摘要.... I
AbstractIII
1. 绪论...1
1.1 研究背景及研究意义. 1
1.1.1 研究背景.......... 1
1.1.2 研究意义.......... 1
1.2 研究内容及研究方法. 1
1.2.1 研究内容.......... 1
1.2.2 研究方法.......... 2
1.3 研究技术路线. 3
2. 国内外研究综述及理论基础...........4
2.1 战略管理理论研究综述......... 4
2.1.1 国内战略管理理论综述.......... 4
2.1.2 国外战略管理理论综述.......... 4
2.2 战略管理理论基础..... 6
2.2.1 PEST 分析法.....6
2.2.2 五力模型.......... 6
2.2.3 SWOT 分析.......7
2.2.4 战略的三级结构.......... 8
3. 天府之都商务酒店环境分析...........9
3.1 天府之都商务酒店外部环境分析..... 9
3.1.1 宏观环境.......... 9
3.1.2 行业环境........ 11
3.2 天府之都商务酒店内部环境分析... 20
3.2.1 天府之都商务酒店发展历程 20
3.2.2 天府之都商务酒店资源现状 20
3.2.3 天府之都商务酒店效能情况 21
3.3 天府之都商务酒店 SWOT 分析与战略矩阵..........25V
3.3.1 SWOT 分析的具体内容.........25
3.3.2 战略矩阵........ 27
4. 天府之都商务酒店战略选择.........29
4.1 天府之都商务酒店的总体战略选择........... 29
4.1.1 战略愿景........ 29
4.1.2 战略目标........ 29
4.1.3 发展战略选择 30
4.2 天府之都商务酒店竞争战略选择... 32
5. 天府之都商务酒店战略保障措施.35
5.1 完善酒店组织架构，提升酒店营销水平... 35
5.1.1 完善酒店组织架构.... 35
5.1.2 提升酒店营销水平.... 36
5.2 培养酒店核心能力... 38
5.3 塑造酒店品牌形象... 38
5.4 加强酒店文化建设... 40
6. 结论.42
6.1 主要结论....... 42
6.2 不足之处....... 42
参考文献..........43
致谢.....
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