湖南芙蓉宾馆竞争力及其提升途径研究

【作者】 刁琳；

【导师】 姚艳红；

【作者基本信息】 湖南大学 ， 工商管理， 2002， 硕士

【摘要】 饭店业是我国朝阳工业--旅游业的排头兵，是我国对外开放的前沿阵地，也是我国最早和国际惯例接轨的行业之一；在我国持续深化改革开放的进程中，饭店业得到了长足的发展，已经形成了规模经济，成为我国产业结构中非常重要的一个门类。饭店及其规模经济的主要特点在于大批量的订房、订餐(如会议、团队)和销售的经济性；饭店的建设需要大量投资，尤其是高级饭店，因此，饭店属于资金密集型企业。从投入产出的角度讲，如何提高饭店核心竞争能力，以达到提高企业经济效益，尽快产生回报，加速货币回笼的目的，是饭店业严肃的话题。在经历了近二十年步履艰难的国企改革历程后，我国饭店业已开始由幼稚走向成熟，由卖方市场走向买方市场，这种转变将使得部分理性的消费者享受到物有所值，也使部分肤浅的饭店品尝到必然的失败；近十年来，作为饭店业占相当比重的国有饭店在跨国饭店集团和民营饭店企业的双重冲击下，历经了金融体制改革及银行商业化、市场开放及解控、市场及竞争机制三个阶段，由于计划经济遗留下来的问题、结构不合理造成的问题和重复投资造成的问题等三方面的原因，使得国有饭店在市场竞争中逐渐丧失竞争优势，相继出现困境，如何提高国有饭店竞争力的问题，对于我国旅游业具有强烈的现实意义，湖南芙蓉宾馆就是一家极具代表性的国有三星级饭店。本文运用企业竞争力理论，结合对湖南芙蓉宾馆主、客观因素的分析，通过湖南芙蓉宾馆与目前省内的其它饭店(华天大酒店、紫东阁华天大酒店)的比较，提出了确立正确的经营理念、完善企业组织结构、尽早完成配套设施，调整营业收入的结构、完善人力资源体系，加强激励机制、培育自己的“核心能力”、进行资产重组和资本运营、利用无形资产的优势，带动有形资产以提高芙蓉宾馆核心竞争力的研究对策。运用企业竞争力理论，通过解剖案例，探讨国有饭店的经营管理机制，从而找到具有共性的层面，是本文最大的特点。与此同时，本文在如何运用委托经营或特许经营权转让、利用无形资产的优势，带动有形资产等有效手段降低国有饭店的资产负债率方面，跳出传统经营管理模式，做了大胆的分析和论证，具有一定的创新性和借鉴价值。更多还原

【Abstract】 It is me is our pace setter be too one of that of both that of that of restaurant industry it is me state sun-rise industry just as tourism pacemaker, it is me state open to the outside world battlefront, no more will me state at the soonest and international convention junction rail vocation; One of that of both that of that of restaurant industry it is me state sun-rise industry just as tourism pacemaker, it is me state open to the outside world battlefront, no more will me state at the soonest and international convention junction rail vocation.In our country spread deepening reform open course middle, restaurant industry get know clearly full grown develop, have form know clearly economy of scale, become me made in one’s country industry structure middle all-important one department for fairing over. The main feature consist large batch bespoke ant rum, bespoke meal (as conference, posse) and distribution ’economy; of the hotel very economy of scale; he construct need for pump capital into, above all advanced restaurant, hence, restaurant belong to resource intensive type enterprise to of the restaurant. It was restaurant industry graven topic that that of that of from input/output angle said, how advance restaurant kernel ability to compete, with the purpose of advance business economic benefit, as soon as possible brought return, accelerating demonetization end,Abaft experience know clearly near twenty year stodgy state look forward to reform mechanism, our state hotel industry be around by babyhood trend maturity, by seller’s market trend buyer’s market, such transit should make part rational consumer enjoy to good value for money, too brought ought to part superficial restaurant taste to inevitable; The government owned restaurant at multinational restaurant bloc and civilian battalion restaurant enterprise ’dual impact down, calendar by know clearly reform of monetary system cum bank commercialization, market open cum solution control, market cum competitive mechanism three phase, owing to planned economy belated issues, structure irrationality wrought a matter of and overlapping investment wrought a matter of wait threefold cause, make government owned restaurant at market competition middle gradualness forfeiture competitive edge, in progression appearancehot water, how advance government owned hotel competitive power a matter of, toward me state tourism possess strong operation significance, Hunan lotus hotel namely same family pole tool on government owned three stars level hotel behalf of the for the last years, by way of hotel industry occupy quite specific gravity.The analyst, set know clearly bump lotus hotel kernel competitive power ’look into ; up for of the text handle enterprise competitive power theory, incorporation at Hunan lotus hotel owner, objective factor. It was text maximal point that that of that of handle enterprise competitive power theory, past dissection case, discuss government owned hotel operating management mechanism, thereby found possess generality stratification plane.Both that of that of in the meanwhile, text at how handle commission manage or franchise rights transfer, utilize intangible assets predominance, bring along tangible assets wait hold true instrument cut government owned hotel on part how handle commission manage or franchise rights transfer, utilize intangible assets ’predominance, bring along tangible assets wait hold true instrument cut government owned restaurant’ charges on assets rate, kick on tradition operating management mode, did know clearly bold analyst and argumentation, possess definite innovation gender and use for reference value.更多还原