“互联网+”时代的到来对当下的消费群体和消费习惯都带来了巨大的改变， 在“互联网+”的冲击下，传统的酒店行业的经营面临着一个重要的变革 和升级。 “互联网+酒店”的新型运营结构逐渐成为酒店行业创新发展的新方向。WP酒店 是一家综合住宿、餐饮于一体的经济型酒店。WP酒店自正式成立以来，目标市 场定位不 明确，缺乏战略发展方向，也未采取有效的竞争战略，这就导致虽然酒 店地理位置优越，但是利润水平远低于同地区、同行业平均水平，同时管理问题 突出，人员流失现象严重 。随着互联网+技术的应用，如何为WP酒店制定合适 的竞争战略，使其在日益激烈的竞争环境中提升市场竞争力，成为WP酒店当下 最重要的任务。 本文在运用战略管理相关理论 基础上，结合WP酒店目前的经营现状，利用 PEST分析法、五力模型以及建立外部因素评价矩阵分析WP酒店的外部环境。 结果发现，WP酒店的外部环境均为酒店的经济效益发展创 造有利条件，进而对 企业资源、能力进行分析，明确企业内部的优势和劣势，并通过SWOT理论分析， 对WP酒店目前面临的优势、劣势、机会和威胁进行分析，综合评判成本领先 战 略、差异化战略和专业化战略运行的适用性，进一步利用定量规划矩阵法确定竞 争战略。在上述研究基础上，本文确定了差异化竞争战略更适合WP酒店的未来 发展方向，从酒 店形象、文化内涵、营销渠道、服务标准以及价格导向五个方面 实施改进，并为差异化竞争战略的实施提出了相应的保障措施。 关键词：互联网+；经济型酒店；差异化发展战略 ；战略管理 昆明理工大学硕士学位论文互联网+背景下WP酒店竞争战略研究 II ABSTRACT ThearrivaloftheeraofInternetplushasbroughtaboutgreatchangestothe currentconsumptiongroupsandconsumptionhabits.Undertheimpactof"Internet plus",thetraditionalhotelindustryisfacinganimportanttransformationand upgrading.Thenewoperationstructureof"Internetplushotel"hasgraduallybecomea newdirectionofhotelindustry'sinnovationanddevelopment.WPhotelisa comprehensiveaccommodation,cateringinoneoftheeconomichotel.Sincethe formalestablishmentofWPHotel,thetargetmarketpositioningisnotclear,thelack ofstrategicdevelopmentdirection,andtheeffectivecompetitivestrategyhasnotbeen adopted,whichleadstothesuperiorgeographicallocationofthehotel,buttheprofit levelisfarlowerthantheaveragelevelofthesameregionandindustry,atthesame time,managementproblemsareprominent,andthephenomenonofpersonnellossis serious.WiththeapplicationofInternetplustechnology,howtodevelopsuitable competitionstrategyforWPhotelsandenhancemarketcompetitivenessinthe increasinglyfiercecompetitionenvironmenthasbecomethemostimportanttaskof WPhotels. Basedonthetheoryofstrategicmanagement,combinedwiththecurrentbusiness situationofWPHotel,thispaperanalyzestheexternalenvironmentofWPhotelby PESTanalysis,fiveforcemodelandtheestablishmentofexternalfactorevaluation matrix.TheresultsshowthattheexternalenvironmentofWPhotelcreatesfavorable conditionsforthedevelopmentoftheeconomicbenefitsofthehotel,andthen analyzestheresourcesandcapabilitiesoftheenterprise,andclarifiestheadvantages anddisadvantagesoftheenterprise.ThroughtheSWOTtheoryanalysis,the advantages,disadvantages,opportunitiesandthreatsWPHotelcurrentlyfacesare analyzed,andthecostleadingstrategy,differentiationstrategyandspecialization strategyoperationarecomprehensivelyevaluatedTheapplicabilityofline,furtheruse ofquantitativeplanningmatrixmethodtodeterminethecompetitivestrategy.Onthe basisoftheaboveresearch,thispaperdeterminesthatthedifferentiatedcompetition strategyismoresuitableforthefuturedevelopmentdirectionofWPHotel,and improvesfromfiveaspectsofhotelimage,culturalconnotation,marketingchannels, 昆明理工大学硕士学位论文互联网+背景下WP酒店竞争战略研究 III servicestandardsandpriceorientation,andputsforwardcorrespondingsafeguard measuresfortheimplementationofthedifferentiatedcompetitionstrategy. Keywords:Internetplus；Economyhotel；differentiatedstrategy；WPhotel strategic management ； 昆明理工大学硕士学位论文互联网+背景下WP酒店竞争战略研究 i 目录 摘要..........................................................................................................................I ABSTRACT..................................................................................................................II 目 录..........................................................................................................................i 第一章绪 论.........................................................................................................1 1.1研究背 景...........................................................................................................1 1.2研究意 义...........................................................................................................2 1.3国内外研究现 状...............................................................................................2 1.3.1竞争战略概念及发 展.............................................................................2 1.3.2差异化竞争战略的选择与制 定.............................................................3 1.3.3差异化竞争战略对公司影 响.................................................................3 1.3.4经济型酒店差异化竞争战 略.................................................................4 1.3.5互联网+对经济型酒店影 响...................................................................5 1.4研究设计方 案...................................................................................................6 1.4.1研究内 容.................................................................................................6 1.4.2研究方 法.................................................................................................7 1.4.3技术路 线.................................................................................................8 第二章相关理论及方法综 述.......................................................................................9 2.1战略管 理.........................................................................................................9 2.1.1企业战 略..................................................................................................9 2.1.2酒店战略管 理..........................................................................................9 2.2差异化战 略.....................................................................................................10 2.2.1差异化竞争战 略....................................................................................10 2.2.2差异化战略的收益与风 险....................................................................10 2.3战略管理分析方 法.........................................................................................11 2.3.1外部环境分析方 法................................................................................11 2.3.2内部环境分析方 法................................................................................12 2.3.3SWOT分析方 法....................................................................................12 第三章WP酒店外部环境分 析................................................................................14 3.1酒店概 况.........................................................................................................14 昆明理工大学硕士学位论文互联网+背景下WP酒店竞争 战略研究 ii 3.1.1酒店简介...............................................................................................14 3.1.2酒店经营存在的主要问 题...................................................................15 3.2宏观环境分 析..................................................................................................15 3.2.1政治环境分 析........................................................................................15 3.2.2经济环境分 析........................................................................................16 3.2.3社会文化环境分 析................................................................................18 3.2.4技术环境分 析........................................................................................19 3.3WP酒店行业环境分 析.......................................................................