经济型酒店已发展成为较成熟的酒店业态。1997年锦江国际集团推出中国首家

经济型连锁酒店品牌一锦江之星,历经多年的飞速发展,许多世界著名品牌酒店也陆

续推出了经济型连锁酒店,并且快速在国内众多一、二线城市落地布点,加快规模扩

张。当这些区域的经济型酒店逐渐呈现饱和状态时,各大经济型酒店逐渐将其发展战

略投向中西部市场和二、三线城市。目前,作为二线城市的泰州,经济型酒店发展还

较为缓慢,虽然数量较多但绝大多数都没有形成品牌,且多为单体酒店,缺乏竞争优

势。面对这一现状,对于泰州市的锦江之星经济型酒店来说既面临机遇也面对挑战。

锦江之星在泰州的发展迫切需要走出一条适合自己的发展之路。

本文首先对我国经济型酒店的发展状况进行总体介绍,包括其产生背景、竞争优

势和地域发展趋势,指出其目前的发展态势是纷纷向二三线城市扩张。然后进入到锦

江之星在泰州发展的具体情形分析。运用PEST分析锦江之星在泰州所面临的宏观环

境,并运用SWOT对锦江之星在泰州发展所具有的优、劣势以及所面临的机会遇与

威胁进行深入探究,获得相关的启示。并据此提出锦江之星在泰州发展的战略选择,

包括总体战略目标和具体战略选择。

关键词:经济型酒店锦江之星竞争优势战略选择

Abstract

Econo Hotel has developed into a mature Hotel. Jinjiang Inn management group

launched China 's first brand of Econo Hotel in 1997,named Jinjiang Inn. After several

years of rapid development, some well-known international brands have launched

economic chain hotel, and in the domestic many first-tier cities and second-tier cities,

settled and accelerated the distribution and scale of expansion. When Econo Hotels

gradually saturated at these areas, they have their development strategy on the

central,western market,second-tier cities and third-tier cities.At present,Taizhou as the

second-tier city, Econo Hotel devolpped slowly.Although the numble is large, but most of

them do not form a brand,and for many are monomer hotels, lacking competitive

advantage. Faced with this situation, the Jinjiang Inns of Taizhou is confronted with

opportunities as well as challenges.There is an urgent need to find a suitable development

path of their own.

This paper first introduce the general situation of the Econo Hotels' development of

our country,including background,competitive advantages and regional trend of

development, and point out the current status of the development is expanded to the two or

three line cities.Ihen specific analyse the Jingjiang Inn'development in Taizhou.Using

PEST analyse the macro environment of Jinjiang Inns facing in Taizhou.And using SWOT

analyse the strengths and weaknesses,opportunities and threats of Jinjiang

Inns'development in Taizhou.After that draw corresponding inspiration.Then accordingly

put forward the strategic choice of Jinjiang inns,development in Taizhou,including the

overall strategic target and the choice of specific strategy.

Key words: Econo Hotel, Jinjiang Inn, Competitive advantage,Strategic choice