【作者】 吴洪波；

【导师】 张雷；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2020， 硕士

【摘要】 步入二十一世纪以后,我国的房地产业进入高速发展的时期。伴随着商业地产的大量开发,酒店作为商业地产及旅游地产的一个重要构成部分,大量迅速涌入市场,尤其是高星级酒店出现了爆发式增长。高星级酒店有投资大、建造周期长、经营管理复杂等困难,在投资回收和退出方面都有较大风险,中国的酒店经营净利润很低甚至是常年亏损。由于大量开发和持有高星级酒店,万达、恒大及世贸等大型房地产公司纷纷成立酒店管理公司,负责酒店资产的管理,并且在委托管理的基础上,推出自主酒店品牌,借机进军酒店行业。本文的研究对象万达酒店管理公司,属于房地产开发集团投资下酒店管理公司之一,相对于国际酒店管理集团和国内专业从事酒店管理的集团,此类酒店管理公司在品牌、渠道和酒店管理方面均不占优势,强大的房地产背景是他们最大的优势。本文从酒店行业的特性出发,在对比我国酒店管理公司的发展、现状以及模式的基础上,以调查、研究、分析为主要方法,通过问卷网收集有效问卷387份,进行高端访谈五人,运用经济学、社会学、管理学等学科理论阐述了万达酒店管理公司制定发展战略重要性。首先利用PEST分析工具对企业的外部环境进行分析,并且对酒店行业的现状和发展趋势进行分析。结合价值链理论对公司占有的资源和具备的能力进行分析。其次,利用SWOT分析,结合公司的定位与发展目标,万达酒店管理公司作为新兴的酒店管理公司,存在多种发展路径和较大发展空间,选择扩张性战略有利于其实现战略性发展。再次,通过QSPM矩阵分析,选择贯穿酒店设计、酒店建设和酒店管理的纵向一体化发展战略,更加适合万达酒店管理公司利用自身优势把握发展机遇。最后,建立统一业务平台、整体营销平台和酒店业集中采购平台,实现全产业链的良性循环,并在组织架构、企业文化、人力资源、财务健全以及科技创新和持续发展方面制定战略保障措施,全面推进战略实施。国内外对母公司为房地产企业的国内酒店管理公司的发展战略研究论文较为鲜见,对此类企业的调查研究成果对酒店管理行业有较大的参考指导作用。基于酒店开发与管理产业链,万达酒店管理公司选择了纵向一体化发展战略,建立酒店开发与管理业务互通平台,打通酒店的投资开发、设计、建造和经营管理等阶段,实现全产业的良性循环和发展。这是完全不同于国际酒店管理集团以及本土酒店集团的发展战略,为我国酒店产业的发展提供了切实可行的新路线。更多还原

【Abstract】 Real estate industry has been stepped into a high-speed period in China since the 21 st century.With a large number of commercial real estate development,hotel,as a key part of commercial and tourism property,flooded into the market rapidly,especially the high-star hotels which experience explosive growth.However,generally it takes large investment,longer construction period as well as more complicated management to open and operate the high-star hotels,due to major risk on investment recovery and difficulty of divestment,such hotels in China mainly struggles with very low profit or even year-round lose.The real estate giants who develop and hold high-star such as Wanda,Evergrande,and Shimao Group,have established hotel management companies for asset management,and build their own brands basing on entrusted management so as to knock the door of hotel business.Wanda Hotel Management Company,the research object in this paper,one of the hotel management companies in shadow of real estate investment group.Compared with the international and domestic groups which specialized on hotels management,company as such take advantage of strong real estate background but are not dominant in the brand,reservation channel and hotels management.In this paper,starting from the features of the hotel industry,in contrast to the development,the present situation and business model of hotel management companies in China,with methods of analysis,investigation and research,collect 387 effective questionnaires via wenjuan.com,and also interviews five high-end experts,expounds the importance of development strategy for Wanda Hotel Management Company.Apply with theory of economics,sociology,and management.With PEST to analyze external environment and hotel management development trend,the value chain theory to the resource and capability,SWOT to analyze self-positioning and goal,it can be seen that as an emerging company,expansion strategy impels strategic development.Through QSPM matrix analysis again,to choose a vertical integrated development strategy that runs through hotel design,construction and management,which is most suitable for Wanda Hotel Management Company to make full use of its own advantages.Finally,to establish a unified business platform,an overall marketing platform and a centralized procurement platform for the hotel industry to realize a virtuous circle of the entire industry chain,and formulate strategic safeguards in terms of organizational structure,corporate culture,human resources,financial soundness,technological innovation and sustainable development is key point in promoting the implementation of the strategy.Domestic and foreign research papers on the development strategy of domestic hotel management companies whose parent company is a real estate company are relatively rare,and the research results of such companies could be good reference and guidance role for the hotel management industry.Based on the hotel development and management industry chain,Wanda Hotel Management Company has chosen a vertically integrated development strategy,established a hotel development and management business interoperability platform opened up the hotel’s investment development,design,construction,and operation management stages,to realize a virtuous circle of the entire industry.The completely different way from the development strategy of international hotel management groups and domestic hotel groups provides a new and feasible route for the hotel industry in China.更多还原