中国中档酒店业转型时期的竞争态势和对策分析

旅游产业面临全面的转型升级,作为中国星级酒店主力的中档酒店业,也处于转型的阶段。根据中档酒店业发展的现状,对比分析中档酒店与经济型酒店之间的差异,并运用波特"五力模型",分析了中档酒店业面临的替代、潜在、买方、供应商、中档酒店行业内部等5个方面的竞争态势,提出了中国中档酒店业转型时期发展的四大战略,即中档酒店业需要进行市场重新定位,企业改造或转型,营销战略创新以及运用国学营建企业文化,走民族化、集团化发展道路。

THE ANALYSIS ON COMPETITIVE SITUATION AND COUNTERMEASURES OF CHINA'S MID-RANGE HOTEL INDUSTRY IN THE TRANSFORMATION PERIOD

Tourism industry is facing comprehensive upgrade. Mid-range hotels of China are also in the transformarion. According to the present status of the development of mid-range hotel industry, the paper compares Midrange hotels with the economy hotel, uses ＂five forces model＂ invented by Porter, and analyzes the competitive situation of mid-range hotels on five aspects which are alternatives, potential entrants, buyers, suppliers and in- ner competition, and puts forward four strategies for development of China＇s mid-range hotel industry. The four strategies are as follows： mid-range hotel industry needs to conduct market re-positioning; the transformation of enterprise; innovation of marketing strategy and construct enterprise culture through Chinese traditional culture; develop in nationalization and collectivization way.