进入2020年以来，中国已经迈进酒店连锁经营的强国行列。纵观酒店 业的发展，酒店行业出现了资本化、连锁化、品牌多样化的趋势。与传统 中小型酒店所面临的内外部压力相比，经济型酒店的类别不断推陈出新， 以OYO为代表的经济型连锁酒店轻加盟模式通过非标改造、非标运营、系 统培训、会员和技术支持有效地解决了中小酒店面临的一系列问题，使众 多势单力薄的单体酒店摇身一变成了品牌连锁。进一步发展国内经济型连 锁酒店行业，既是市场的需要，也是中国建设旅游强国的需要。 本文以OYO经济型连锁酒店为主要研究对象，从经营者、加盟者和消 费者的角度出发，通过系统分析经济型酒店发展历程，提出OYO酒店轻加 盟行业产生的背景，即单体酒店连锁化、连锁加盟轻资产化；接着从OYO 酒店商业模式创新的三大要素，提出酒店轻加盟商业模式的优势，并着重 分析OYO酒店轻加盟的影响因素、主要特点和数据指标，从而发现其存在 的问题。最后结合存在的现实问题提出商业模式优化对策：（1）依托互联 网思维，实现商业模式创新；（2）整合闲置资源，升级酒店盈利渠道；（3） 了解消费者需求，让酒店回归本质。本文提出的对OYO酒店轻加盟模式的 优化对策和可行性分析，对于未来轻加盟酒店行业的走向和发展有一定的 参考意义。 关键词：OYO酒店轻加盟模式创新 II RESEARCHONTHEINNOVATIONOFLIGHTFRANCHISE MODEOFOYOHOTEL ABSTRACT Since2020,Chinahasgraduallysteppedintotheranksofpowerfulhotel chainoperation.Throughoutthedevelopmentofthehotelindustry,thetrendof capitalization,chainandbranddiversificationhasemergedinthehotelindustry. Comparedwiththeinternalandexternalpressurefacedbytraditionalsmalland medium-sizedhotels,thecategoryofeconomichotelskeepsinnovating.The lightfranchisemodeofeconomicchainhotelsrepresentedbyOYOhas effectivelysolvedaseriesofproblemsfacedbysmallandmedium-sizedhotels throughnon-standardtransformation,non-standardoperation,systemtraining, membershipandtechnicalsupport,whichhastransformedmanysinglehotels intobrandsChain.Tofurtherdevelopthedomesticeconomicchainhotel industryisnotonlytheneedofthemarket,butalsotheneedofbuildingastrong tourismcountryinChina. ThispapertakesOYOeconomicchainhotelasthemainresearchobject, fromtheperspectiveofoperators,franchiseesandconsumers,throughthe systematicanalysisofthedevelopmentprocessofeconomichotels,putsforward thebackgroundofOYOHotellightfranchiseindustry,thatis,singlehotelchain, chainfranchiselightasset;thenfromthethreeelementsofOYOhotelbusiness III modelinnovation,putsforwardthehotellightfranchisebusinessmodelAnd focusontheanalysisoftheinfluencingfactors,maincharacteristicsanddata indicatorsofOYOHotellightfranchise,soastofindtheexistingproblems. Finally,combinedwiththeexistingpracticalproblems,thepaperputsforward theOptimizationCountermeasuresofbusinessmodel:(1)relyingonInternet thinking,toachievebusinessmodelinnovation;(2)integratingidleresources, upgradingthehotelprofitchannel;(3)understandingtheconsumerdemand,so thatthehotelreturnstotheessence.Thispaperputsforwardtheoptimization countermeasuresandfeasibilityanalysisofthelightfranchisemodeofOYO Hotel,whichhascertainreferencesignificanceforthefuturetrendand developmentofthelightfranchisehotelindustry. KEYWORDS：OYOhotel；lightalliancemode；innovate IV 目录 摘要.................................................................................................................................................................I ABSTRACT...................................................................................................................................................II 第一章导论..................................................................................................................................................1 1.1论文研究背景................................................................................................................................1 1.1.1单体酒店向连锁酒店过渡..............................................................................................1 1.1.2行业进化出轻加盟连锁品牌..........................................................................................1 1.2国内外研究现状及文献综述.....................................................................................................2 1.3研究的意义、思路和方法..........................................................................................................2 1.4论文主要内容.................................................................................................................................3 第二章相关概念与理论基础..................................................................................................................1 2.1OYO酒店的涵义..........................................................................................................................1 2.1.1OYO酒店的概念...............................................................................................................1 2.1.2轻加盟与重加盟的概念...................................................................................................1 2.1.3OYO酒店的商业逻辑......................................................................................................1 2.1.4OYO酒店的盈利渠道......................................................................................................2 2.2理论基础..........................................................................................................................................2 2.2.1成本管理理论.....................................................................................................................2 2.2.2价值创新理论.....................................................................................................................3 2.2.3商业画布理论.....................................................................................................................4 2.2.4竞争战略和蓝海战略理论..............................................................................................5 第三章OYO酒店发展过程及轻加盟政策解析...............................................................................7 3.1OYO酒店发展过程......................................................................................................................7 3.2OYO轻加盟的意义......................................................................................................................8 3.3轻加盟商业模式的应用..............................................................................................................9 第四章OYO酒店轻加盟模式产生的必要性.................................................................................11 4.1市场竞争因素...............................................................................................................................11 4.1.1单体酒店竞争力薄弱.....................................................................................................11 V 4.1.2连锁酒店业态趋于成熟.................................................................................................11 4.1.3单体酒店连锁化成为大趋势.......................................................................................12 4.2加盟成本因素...............................................................................................................................13 4.2.1免费的全方位赋能提升.................................................................................................13 4.2.2轻加盟成本优势明显.....................................................................................................14 4.3市场需求因素...............................................................................................................................15 4.3.1消费升级为OYO创造了巨大机遇...........................................................................15 4.3.2业主专业度不高给OYO带来需求...........................................................................16 第五章OYO酒店轻加盟模式现状剖析...........................................................................................19 5.1OYO酒店高速发展背后存在的问题...................................................................................19 5.1.1加盟酒店难以长期持续合作............................................