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论文编号：	4646
作者编号：	2220100829
上传时间：	2012/9/20 16:34:37
中文题目：	威龙饭店品牌战略与实施研究
英文题目：	WeiLong Hotel Brand Strategy and Implementation Research
指导老师：	王迎军
中文关键字：	关键词：威龙饭店 战略管理 品牌战略 战略实施
英文关键字：	Key words: weilong hotel, strategic management, brand strategy, strategy implementation
中文摘要：	威龙饭店是坐落在昆明市中心黄金地段的四星级现代化涉外旅游商务酒店。1998年12月开业以来，在昆明市场上享有一定美誉度，发展稳建。随着外部环境的深刻变化，国际品牌酒店的进入，市场竞争结构的改变，竞争态势的加剧，饭店必须用“战略理论”重新审视自己经营状态，分析其经营生存环境，正确制定相应的经营战略。本论文运用现代科学管理理论，选择了特殊的认识目标—现代饭店企业的前提下，结合威龙饭店的实际状况，理论联系实际，采用定性和定量二方面相结合的方法，对影响现代饭店企业竞争能力和效益的经营发展战略进行系统研究, 最后从战略高度提出了具体的实施举措建议。本文首先对威龙饭店内部环境进行了分析，包括威龙饭店存在的问题和所拥有的资源，同时又对威龙饭店的外部大环境进行了详细地分析的研究。其次本人运用了较大篇幅对威龙饭店品牌战略研究和威龙饭店竞争战略的实施两方面进行了详细论证。确定了品牌策略，制定了经营战备目标，从两方面论证了威龙饭店实施品牌战略的重要性，通过实施差异化战略、转变经营机制，完善内部管理、 建立有效的激励机制和科学的绩效考核机制、适时调整营销机制等方法，以提高管理层转变经济增长方式的意识和能力；加强企业文化建设，促进服务理念转变；实施人力资源战略和企业成长性战略的总体经营战略和具体实施方案，创建《威龙饭店》品牌，形成具有竞争力的威龙品牌战略，不断在竞争中获得竞争优势。
英文摘要：	Weilong Hotel is located in the center of Kunming's prime locations, its four star modern foreign tourist business hotel. Since it opened in December1998, it enjoys a certain reputation in Kunming market, development of robust. As the external environment profound change, international hotel brand enter, market competition structure changes, competition intensifies, the hotel must use" strategy theory" to re-examine its operating status, analysis of its living environment, right to develop appropriate management strategies. This article uses modern scientific management theory, selects a special awareness of goal--under the premise of modern hotels, combined the Weilong Hotel conditions, integrating theory with practice, the use of qualitative and quantitative methods of combining two, influence on modern hotel management and development strategy of enterprise competitiveness and efficiency for system study, finally made a specific initiatives for the implementation of recommendations from the strategic height. The said paper firstly analyzes the inner environment of the hotel including the existing problems and its own resources, at the same time expounds the detailed research on the external environment. On the other hand the author demonstrates the brand strategic research and the strategic operations in the full length of the article, defines brand strategies and lays down the operational strategic targets illustrating the importance of implementing brand strategies in two ways. The said article also explains how to improve the management’s consciousness and ability of converting the style of economic increase by means of performing different strategies, converting managerial mechanism, perfecting internal management, establishing the mechanism of efficient incentive and scientific performance appraisal, adjusting properly the marketing mechanism. It is also very important to reinforce the building of enterprise culture to promote changing the service concept. Implement the general business strategies consisting of the strategies of human resources and enterprise development and the concrete implementing plan and establish the brand of Wei Long hotel, which will form the Wei Long Brand strategies with powerful competitiveness in order to ensure the prior advantages in the market and the achievement of its business strategic targets.
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