金禧酒店的市场重新定位

上海交通大学硕士学位论文金禧酒店的市场重新定位姓名：赵丽娟申请学位级别：硕士专业：工商管理指导教师：李国振20050610iv1994vviCAINHILLHOTELRE-POSITIONINTHEMARKETABSTRACTInourhighlycompetitivemodernsociety,thehospitalitysector,beingoneofthepillarindustriesofrapidlydevelopingeconomy,hasbeenincreasinglydifficultchallenges.ItwasagainstsuchabackdropthatTianjinCairnhillHotelstartedoperationsin1994.Whenresearchingforthispaper,thehotelwasundergoingacriticalperiodofrapidandsweepingchanges.Theseorganization-widerestructuringweretheresultofitspoorfinancialperformancesinceitopenedforbusiness.Tothisend,thepaperwillsteadfastlyapplythemarketingtheoriesthatwerediscussedduringthecourseofstudytouncovervariousfactorsthatwillhelpinstillanewbreathoflifttotheorganization.Byanalyzingitsoperationsindetail,itisendeavoredthatTianjinCairnhillHotelwillmaximizeitsmarketcompetitivenesstogainabiggerfootholdinChina,whichpromisesavastandlucrativemarketthatwillbefurtherpropelledbyitshostingoftheOlympicsGamesin2008.Thepaperwillpresentananalysisoftheexternalbusinessenvironmentthatitoperatesin,itscurrentfinancialposition,salesandmarketingpractices,andthereafterhighlighttheproblemsthatitisfacingatthispointintime.Thehotel’scurrentsituation,takingintoconsiderationfactorsrangingfromitsinternalorganizationalstructuretotheexternalbusinessenvironment,isdireandladenwithmanyobstacles.Summarily,thehotel’soperationslackcorecompetence.Internally,itlacksateamofcompetentmiddlemanagementtoviioverseeitsdailyoperationsandensurethatitissystematicallyandefficientlyrun.Intheareaofmarketing,thehotellacksadistinctivemarketpositioningabranding.Thepaperaimstodevelopanewmarketpositionforthehotel,identifyitstargetcustomers,andproposeamarketingstrategythatisconsistentwithitsbrandingandtargetsegments.Thepaperwillalsodiscusshowthehotelcouldsynergizeitsproduct,pricing,salesandmarketingstrategiesforgreatereffect.Ofthese,theemphasiswillbeonproductinnovationandsales.Toensuretheeffectiveimplementationofthenewpositioningstrategies,thepaperwillendbydiscussingthenecessarychangestothehotel’sinternalorganization,whichincludetheexpansionofitssalescapability.Betterhumanresourcemanagementpracticeswillberecommendedtoimprovesatisfactionandmotivationamongsttheemployees,whowilltheninturnstrivetoensureahigherlevelofcustomersatisfaction,soastostrengthenthehotel’soverallcorecompetence.KEYWORDS:hotelindustry,marketanalysis,positioningstrategy,marketingmixii2005510iiiþ“20055102005518MBA11.11.1.1198419941-1FIGURE1-1LogoofCairnhillHotel1.1.23032025121.1.3——30455MBA2101-2FIGURE1-2LocationofCairnhillHotel1.1.493188MBA31-3FIGURE1-3CarinhillHotelMainOrganizationalChart1.21.2.11-12003.12165195.72-45953.8362353.46-2398.42MBA41-22003121-220021220031232244996771259.34313026.114966249664.403634413650212766.0466663.58146102.46147830.3951848.7195981.68558493.30165195.7220031220022/31/320%1255%1-32002620036359372274000149245.25194449.6714478319000063186.22103239MBA546047.6124312.271-3200261.2.2200218,743,615.2423,729,856.44100%50%(1)(2)(3)1/32/31/3MBA6MBA72.12.1.11949(1)2002846.1%1001.914.3%1.5965.2611.2%(2)2002800811.2615.1%495.3811.6%61.1%200238.5619.51.433.6%15.710.43.4(3)200281632%58.1225.5%38.0618.2%500123631.123.561.2200211050093(4)2002228.2725.5%20021601.2948.2%1612.2646.9%91.178.6%MBA8“”2002365.3512.9%174.820.1%190.557%(5)200293381000211.6%531510.2%200271925.4%20021486.38201.39(6)20020.4%99.62.6%97.495.9(7)“”“”(8):2002196.3812.7%200249.1211.1%90.3328.6%2.1.2(1)20033000(2)342000MBA9(3)201060002.2199820022002196.4237%90.091.3%68.542199420002002152344872.320200215155581520021.2913.5%410425%88028.9%2002240.819.7%MBA102007442.4200250.645.35.33.4222.2%1(1)“”——70(2)5802200“”(3)18756000“”1MBA11(4)“”“”(5)(6)19929500122003100111410(7)MBA123.120028211038(1)“”360427332021(2)525MBA13300(3)346(4)136223(5)19231995108----(6)()27012000(7)186MBA143-1320160346223108270186OKKTVMBA156312412006180——————————————24————————RMB150RMB1350RMB858RMB1587RMB420RMB664RMB998RMB1304——RMB1645RMB948RMB1932RMB520RMB830————RMB850——RMB1248RMB2737——RMB996——RMB1932————————RMB470RMB747————3.23.2.1(1)MBA16“OK”(2)MBA17(3)lMBA18“”ll“”l(4)MBA19a)b)c)d)e)(5)MBA20;,,;3.2.22002123-220022002/%/%/%188219.6282328.468008.065876.119509.58109911.082722.732722.744644.684945.154034.068198.263964.135485.521421.43363149963324MBA213-320031255.03%29.09%35.22%44.24%40.61%42.38%142.41258.06195.55174.03224.67179.5745,673744,748662,7168,654,26510,565,0528,588,844306,586449,691527,3314,032,2855,062,9815,056,8711,306,8641,435,4901,398,60515,195,69718,660,09416,45426,973108,16030,771557,5491,767,2071,433,8593-32003200250%55.03%35.22%19.8125.94142.41,115.651,306,863.651,435,498.90128,635.25MBA223-4200312300334915994592%450449811978574%28018565111608%22316892414396%240177114111653%27010448245339%18612964439265%32010063317346%10817644462240%1305802079533%2309656020291%1536032066450%122352951260%MBA234-1SWOTFIGURE1-3CarinhillHotelSWOTAnalysis4.1(1)MBA241030(2)32031(3)(4)(5)90%IBMMBA254.2(1)90%30%(2)1994(3)“”(4)MBA26(5)50%0241.8%20.05%0240%0320%500/1000/200312142.41/(6)(7)2003(8)MBA27propertymana