I 摘要 A 酒店于上世纪八十年代末始建，九十年代中期正式营业，酒店现为挂牌 4 星级。作为 SC 省第一家中外合资酒店，建设标准高、设计定位高、资金投入高， 建成以后即成为 SC 省旅游业及 M 市的形象窗口。A 酒店开业以来从未进行大规 模整体性翻新改造，由于设施设备陈旧已处于被边缘化的境地，且这一态势随着 周边高端酒店近年来的持续入市而进一步加剧。利用行业调整契机夯实硬件基础， 抓住区域经营转型升级带来的历史机遇，迎合 M 市经济环境及旅游市场的未来发 展前景，增强酒店核心产品的市场竞争力，实现酒店业务战略发展规划，对陈旧 的硬件设施进行全面整体升级改造已经势在必行。 本文以 A 酒店为研究对象，将可行性研究理论与 A 酒店的具体特征结合，在 详细分析了外部环境和相关产业政策、行业发展趋势及特点、项目酒店的市场前 景、客源市场的主要需求、区域竞争市场的特点的基础之上，对项目酒店进行市 场定位。结合酒店原始物业特点与改造目标，在平衡投入与产出的关系的基础上， 结合酒店行业发展趋势及客源消费趋势，明确了项目酒店主要产品的功能布局和 设施设备建议。结合项目改造投资总额和项目营运收益及现金流情况对财务可行 性进行评价，结合对项目的不确定性因素分析，最终对 A 酒店的整体改造的投资 可行性进行论证。 通过财务测算，认为 A 酒店整体改造项目总投入 2.15 亿元，预期可以实现平 均年营业收入11,246万元，平均经营毛利率39%，内部收益率13.21%，净现值7,589 万元，6 年收回投资的经营和投资目标。A 酒店整体改造选择精准的市场定位和与 之匹配的产品方案，通过精益管理，同时在经营管理过程中做好风险管理，酒店 整体改造项目是可行的，且能获得较好的投资回报。 关键词，酒店，市场定位，可行性研究ABSTRACT II ABSTRACT Hotel A was built in the late 1980s and opened in the mid-1990s. It is now listed as a 4-star hotel. As the first Sino-foreign joint venture hotel in SC Province, with high construction standards, high design positioning and high investment, it was considered as the image of SC tourism and M city. Hotel A has never undergone a overall renovation since its opening, and has been marginalized because of outdated facilities and equipment, and this trend has been further aggravated by the entries of star hotels in recent years. In order to making use of the opportunity of industry adjustment to improve the facilities and equipment, and to seize the historical opportunity brought by the reform and upgrading of regional development, and to meet the future development prospects of the economic environment and tourism market, and to enhance the market competitiveness of the hotel, and to achieve the strategy of the hotel development, to upgrade the outdated facilities is considered to be imperative. This thesis takes Hotel A as the research object, combines the theory of feasibility study with the specific feature of Hotel A. On the basis of detailed analysis of the external environment and related industrial policies, industry development trends and characteristics, the market prospects of the project, the main demand of the tourist market, and the characteristics of the regional competitive market, this thesis determined market positioning of the project hotel. Based on the balance between input and output and the development trend of hotel industry and the consumption trend of customers, the thesis provides the functional layout and equipment suggestions of the main products of the A hotel. Combining the total investment, operating income and cash flow of the project, the thesis evaluates the financial feasibility, and analyzes the uncertain issues of the project. Finally, it demonstrated the investment feasibility of the overall renovation of hotel A. Through forecast, it is considered that the total investment of A Hotels overall renovation project is 215 million, and it is expected to achieve the target as followed: the average annual revenue is 112.46 million, the average gross operating profit margin is 39%, the internal rate of return of this projectis13.21%, and the net present value of this project is75.89million, and the payback period is 6 years. If A hotel's overall renovation selects the precise market positioning and matching product solutions, thenABSTRACT III through lean management and risk management in the operation management process, the hotel's overall renovation project is not only feasible but also can obtain a good return on investment. Keywords: Hotel, market positioning, feasibility study目录 IV 目录 第一章 绪论.................................................................................................................... 1 1.1 研究背景和意义................................................................................................ 1 1.2 研究框架............................................................................................................ 2 1.2.1 研究思路................................................................................................ 2 1.2.2 架构................................................................................................ 2 1.3 创新与特色........................................................................................................ 2 第二章 可行性研究理论框架和酒店业核心指标........................................................ 3 2.1 可行性研究现状................................................................................................ 3 2.1.1 可行性研究概念.................................................................................... 3 2.1.2 研究和发展现状.................................................................................... 3 2.2 可行性研究的一般内容.................................................................................... 4 2.2.1 可行性研究的内容................................................................................ 4 2.2.2 可行性研究的步骤................................................................................ 5 2.3 可行性研究的方法及工具................................................................................ 6 2.3.1 研究方法................................................................................................ 6 2.3.2 研究工具................................................................................................ 7 2.4 酒店行业核心指标体系.................................................................................... 8 2.4.1 酒店行业运营指标................................................................................ 8 2.4.2 酒店行业考核的核心指标.................................................................... 9 第三章 项目背景分析.................................................................................................. 10 3.1A 酒店概况....................................................................................................... 10 3.1.1A 酒店发展简介 ................................................................................... 10 3.1.2A 酒店配套设施 ................................................................................... 10 3.1.3A 酒店经营现状 ................................................................................... 10 3.2 项目建设的必要性...........................................................................................11 3.2.1 对企业发展的意义...............................................................................11 3.2.2 对区域经济的积极社会意义.............................................................. 12 第四章 项目酒店投资环境分析与市场定位.............................................................. 13 4.1 投资环境 PEST 分析...................................................................................... 13 4.1.1 政治环境因素...................................................................................... 13目录 V 4.1.2 经济环境因素...................................................................................... 14 4.1.3 社会文化因素...................................................................................... 15 4.1.4 技术环境因素...................................................................................... 16 4.1.5 分析结论.............................................................................................. 16 4.2 市场需求分析.................................................................................................. 17 4.2.1 高端酒店市场整体需求分析.............................................................. 17 4.2.2 目标市场主要需求分析...................................................................... 18 4.2.3 目标市场需求分析结论...................................................................... 21 4.3 项目酒店位置及需求临近分析...................................................................... 21 4.3.1 项目酒店位置及需求临近程度分析.................................................. 21 4.3.2 与主要需求的临近程度...................................................................... 22 4.3.3 位置分析结论...................................................................................... 23 4.4 区域竞争市场分析.......................................................................................... 24 4.4.1 M 市主要五星级酒店格局................................................................... 24 4.4.2 竞争市场特征分析.............................................................................. 25 4.4.3 竞争市场分析结论.............................................................................. 28 4.5 项目酒店市场定位.......................................................................................... 29 4.5.1A 酒店整体改造市场定位 ................................................................... 29 4.5.2 市场价格定位...................................................................................... 29 4.5.3 价格定位分析结论.............................................................................. 32 4.6 项目 SWOT 分析............................................................................................ 32 4.6.1 项目酒店优势 Strength........................................................................ 32 4.6.2 项目酒店的劣势 Weakness................................................................. 32 4.6.3 项目酒店的机会 Opportunity.............................................................. 32 4.6.4 项目酒店的威胁 Threat....................................................................... 33 第五章 项目酒店整体改造产品规划.......................................................................... 34 5.1 产品规划.......................................................................................................... 34 5.1.1 产品规划原则...................................................................................... 34 5.1.2 规划要点.............................................................................................. 34 5.1.3 规划方案.............................................................................................. 34 5.2 新技术方案的运用.......................................................................................... 36 5.3 软件提升.......................................................................................................... 36 5.4 工程建设管理规划.......................................................................................... 36目录 VI 5.4.1 工程建设规模...................................................................................... 36 5.4.2 项目工期和进度.................................................................................. 37 5.4.3 工程管理建议...................................................................................... 38 第六章 项目酒店整体改造的经济可行性分析.......................................................... 39 6.1 投资费用估算.................................................................................................. 39 6.1.1 投资估算方法与标准.......................................................................... 39 6.1.2 投资估算概况...................................................................................... 39 6.2 财务评价.......................................................................................................... 40 6.2.1 投资总额.............................................................................................. 41 6.2.2 资金来源.............................................................................................. 41 6.2.3 经营收入测算...................................................................................... 41 6.2.4 成本费用测算...................................................................................... 42 6.2.5 税金测算.............................................................................................. 43 6.2.6 损益测算.............................................................................................. 44 6.2.7 经营毛利(GOP)测算 ........................................................................... 44 6.2.8 运营现金流量测算.............................................................................. 45 6.2.9 投资现金流量测算.............................................................................. 46 6.2.10 财务评价结果.................................................................................... 46 6.2.11 财务测算方法的局限 ........................................................................ 47 6.3 敏感性分析...................................................................................................... 47 第七章 项目的风险分析.............................................................................................. 49 7.1 实施风险分析及对策...................................................................................... 49 7.2 市场风险分析及对策...................................................................................... 49 7.3 运营风险分析及对策...................................................................................... 50 7.4 管理风险分析及对策...................................................................................... 51 第八章 结论和展望...................................................................................................... 52 8.1 结论和展望...................................................................................................... 52 8.1.1 结论...................................................................................................... 52 8.1.2 展望...................................................................................................... 52 致谢................................................................................................................................ 54