【作者】 李忠；

【导师】 张再生；

【作者基本信息】 天津大学 ， 高级工商管理， 2014， 硕士

【副题名】以深圳A宾馆为例

【摘要】 政务型酒店作为党政机关公务接待的重要载体，对于履行政府职能、展现城市形象发挥了重大作用。但是，随着经济社会的发展，政务型酒店所面临的经济环境、政治法律环境、社会环境、市场环境发生了重大变化，尤其是2012年底以来，新一届党中央以全新面貌展现了党和国家在新的历史时期继续深化改革的决心，陆续出台了“关于改进工作作风、密切联系群众的八项规定”以及“六项禁令”，明确提出要严格限制“公款消费”，坚决反对享乐主义和奢靡之风等不良作风，大力倡导厉行节约。转型发展成为政务型酒店持续发展的必然战略选择。本研究以深圳A宾馆为研究案例，通过对该酒店在新形势下产品结构方面、经营管理方面、营销策略方面、内部治理方面的深入分析，认为作为政务型酒店的A宾馆面临着市场应对能力不足、市场竞争能力不强、内部管理不够完善、人才队伍不够健全等诸多问题。因此，要实现酒店的持续运作，必须紧抓机会，充分利用自身资源扬长避短，积极探索适合自身发展的经营模式，走出一条既满足公务接待要求，又能够开拓商务市场的特色之路。本研究以企业能力理论为视角，在深入分析A宾馆内部资源的基础上，提出要通过内部潜能开发，不断增强企业能力，实现酒店的转型发展。在具体的实现路径上，研究认为，要通过酒店战略目标的准确定位，依托外部制度的完善，通过政府购买政务接待服务机制的建立，完善酒店转型发展的外部环境，通过酒店内部产品组合创新、营销策略创新、内部治理结构创新、人力资源开发和企业文化创新等组合策略实现酒店的转型发展。更多还原

【Abstract】 As official reception medium, official hotels have played a significant role inimplementing government serving functions and displaying city image. However,with the rapid development of social economy, government hotels would experiencegreat changes with regard to economic environment, political and legal environment,social environment and market environment. Especially at the end of2012, the newcentral party committee has shown a completely new image of determination ofdeepening reform in China with continuum announcement of “eight rules onimprovement of working styles and close concern of the people” and “six prohibitionrules”, explicit claims of “prohibition of public fund consumptions” against hedonismand extravagance ect and support of practice strict economy and combat waste, whichhas shown the essential alternative strategy for official hotels’ sustainabledevelopment.This study has taken A Hotel as an example. Based on different aspects in-depthanalysis such as product structure, management, marketing strategy, internalmanagement, this study has come to the conclusion that A Hotel has faced challengesof insufficiency of response to market changes, lack of competitive advantage,improvement of internal management, unstructured professional management team.Therefore, with the purpose of sustainable operation of A Hotel, we’d better graspmarket opportunities, strengthen competitiveness and positively explore uniquemanagement mode for self-betterment, which would benefit public reception needsand develop business market.Based on the in-depth analysis of internal resources in A Hotel, this research hasproposed transforming development alternatives from the perspective of enterpriseability theory with regard to exploration internal potentials and strengtheningenterprise ability. This study has explored alternative way of development andbelieved we need to have an accurate positioning in hotel development strategy on thebasis of improvement of external regulations, establishment of official receptionservice purchased by government, innovations of internal product organization,marketing strategy, internal management and human resources development.更多还原