五星级酒店投资经营战略可行性研究选题自青岛奥帆中心建设的一个超五星级 酒店建设工程。本报告的选题理论与实际相结合，研究过程可以为同类项目的投资 分析作指导参考，并可为项目的实际运作提供帮助和支持。 近年来，外国投资力在中国建设，改造和经营饭店，以其强大的品牌优势在中 国攻城略地，占了中国多数高档饭店管理市场，并发起了新一轮的进攻，抢占中低 档市场。许多国际饭店集团纷纷看好中国的旅游市场，将其发展的重点转入中国。 他们所采用的经营战略就是针对饭店档次，分别利用特许经营模式进行品牌输出， 给中国饭店业带来了更加激烈的竞争，其成功的根本原因就是，集团经营、规模效 益和质量与品牌。酒店行业已经成为集中化程度相当高的行业，而未来数年内，酒 店集团公司品牌扩张的重点将是中国，其最重要的战略目标是改善饭店的经营效率 与提高饭店的国际竞争力。本文首先在宏观背景下研究了青岛五星级酒店的投资背 景、H 集团品牌的影响力、洲际酒店管理集团等国际五星级品牌酒店在中国的发展 及市场影响力、核心竞争力、品牌优势与特色。并在对青岛城市分析及区域酒店市 场调查的基础上展开对青岛洲际酒店的投资可行性研究。通过对青岛洲际酒店的商 业定位、投资成本、收益预算、现金流测算、风险评估及土地升值预测等多方面、 多角度的研究，论证该项目的投资可行性和预测酒店的投资收益，并通过洲际酒店 正式运营近一年来的实际经营效益对比，验证酒店投资可行性论证的正确性。本文 的创新之处在以点及面研究方法，以青岛洲际酒店为案例对五星级发酒店在中国的 发展进行研究，以点及面进而搭建文章的基本逻辑结构。本文的研究将为中国的酒 店管理公司借鉴吸收其成功的品牌运营模式，建立和扩大自己的品牌优势，在激烈 竞争中占有一席之地提供重要的依据。 关键词，五星级酒店；可行性；风险防范；ABSTRACT The topic of investment analysis of the possibility of Five-star Hotel of is based on a project for building a ultra five star luxury hotel of Qingdao Olympic Sailing Center . This report integrates theory and practice and its analysis methods are able to provide guidance for the similar investment projects. In the mean time, it can support to implement this current project. In recent years, foreign investment focuses on building, upgrading, managing Chinese hotels and uses strong brands to extend hotel business. Now, they have taken control of numbers of luxury hotels and are preparing to pursue more. Many international hotel groups are interesting in Chinese tourist market and rapidly extend their businesses in China. Their operational strategic is to adopt different brands authorised management modes according to hotel rankings and this results in a more ferocious competitive environment than before in Chinese hotel trade. The reasons of their successes are as follows: group management, scale effectiveness, quality and brand. Now, the hotel trade is a relative high central integrated trade. In future years, famous hotel groups will extend their businesses in China and their important strategic objects are to increase management efficiency and improve international competitive power. This report briefly analyses the investment background of Intercontinental Hotel, influence of Haier brand, development and market influence of Five-star hotels, core competitive power, advantages and specialities of the brand. The investment analysis of the possibility of Qingdao Intercontinental Hotel is based on an analysis of Qingdao city and a market investigation of local hotels. The investment of the possibility of this project has been demonstrated by a research on business position, investment cost, earning budget, cash flow calculation, assessing risk and land increasement forecast in different aspects and levels. At last, its future earning has been deduced. The create points of this paper are to research on the development of Five-star hotels in China which is based on the case of Qingdao Intercontinental Hotel using a part-whole research method ,and then construct the basic logic structure of the paper. This research provides operational methods about Chinese hotels learn a successful brand operational mode from their rivals for establishing and extending their advantages of their brands, surviving and developing in a competitive environment. Key words: Five-star Hotel;Possibility; risk目 录 第一章 绪论 ........................................................... 1 1.1 选题背景....................................................... 1 1.2 项目概况....................................................... 2 1.3 研究方法 基本思路和框架结构................................... 3 1.4 本文的特点和创新之处........................................... 5 第二章 H 集团 五星级酒店在中国的发展概况............................... 6 2.1 H 集团简介及发展状况 ........................................... 6 2.2 北京奥运会对 H 集团品牌的促动作用............................... 6 2.3 品牌酒店管理公司概况........................................... 7 2.4 优势分析....................................................... 9 2.5 品牌酒店在中国的发展趋势...................................... 10 第三章 酒店的投资环境及定位研究 ...................................... 13 3.1 区域经济的发展................................................ 13 3.2 国内酒店总体发展状况.......................................... 14 3.3 区域酒店发展概况.............................................. 15 3.4 区域旅游行业的分析............................................ 17 3.5 项目宗地概况.................................................. 18 3.6 项目的细分市场竞争分析........................................ 19 第四章 五星级酒店战略管理分析 ........................................ 20 4.1 战略管理在酒店运营管理中的意义................................ 20 4.2 酒店战略管理的设计............................................ 21 4.2.1 宏观环境对酒店行业影响的分析 ............................ 21 4.2.2 行业环境分析 ............................................ 21 4.2.3 行业成功主要因素分析 .................................... 22 4.3 五星级酒店项目营销战略........................................ 23 4.3.1 酒店回头客在酒店经营管理中的作用 ........................ 23 4.3.2 做好回头客服务工作的具体措施 ............................ 24 第五章 酒店成本管理概述 .............................................. 26 5.1 酒店成本...................................................... 26 5.2 酒店成本管理.................................................. 26 5.3 成本管理的一般原则............................................ 27 第六章 酒店投资可行性论证 ............................................ 28 6.1 项目资产经营分析.............................................. 28 6.1.1 资产经营的概述 .......................................... 28 6.1.2 资产经营的六大放大效应 .................................. 29 6.1.3 酒店投资程序 ............................................ 30 6.1.4 酒店资产经营 ........................................... 316.2 项目非财务因素分析............................................ 35 6.2.1 非财务因素的含义 ........................................ 35 6.2.2 酒店非财务因素论证 ...................................... 37 6.3 项目投资经济效益分析与财务评价 .............................. 40 6.3.1 经济效益分析方法 ........................................ 40 6.3.2 财务评价简述 ............................................ 41 6.3.3 项目效益与财务评价 ...................................... 41 6.3.4 酒店十年内收益测算 ...................................... 46 6.3.5 十年内土地价值预测 ...................................... 49 6.4 项目财务风险预警指标分析与构建................................ 50 6.4.1 酒店财务风险预警指标的特征及体系建立的原则 .............. 50 6.4.2 酒店财务风险预警指标体系的构建 .......................... 51 6.4.3 运用酒店财务风险预警指标体系应注意的问题 ................ 54 第七章 酒店项目风险防范对策 .......................................... 56 7.1 市场风险分析与对策............................................ 56 7.2 经营管理风险分析与对策........................................ 57 7.3 金融财务风险分析与对策........................................ 57 结束语 ............................................................... 59