我国家庭旅馆竞争环境分析与战略选择

The Competitive Environment Analysis and Strategy Choice of the Family Inns in China

近年来,随着休闲、度假旅游的兴起和游客对旅游体验的强调,我国家庭旅馆得到了迅速的发展。然而,从总体上看,我国家庭旅馆发展尚不成熟,存在许多问题,这与其所处市场结构与竞争环境有重要关系。在历时两个月对全国主要景区家庭旅馆访谈与问卷调研的基础上,借助波特的产业结构五力模型,分析我国家庭旅馆的行业发展状况和竞争态势,并由此提出相应的发展战略。目前的家庭旅馆处于相对充分的竞争环境下,且面临着来自供应商、替代商等多方的压力,而差异化与战略联盟是其可行的战略选择。

In recent years,leisure and vacational tourism has been rising in China,while the tourists put increasing emphasis on the quality of tourism experience.These factors create favourable conditions for the development of family inns in China,which have enjoyed rapid growth.However,the family inns are new and immature in China;there are still some problems with the industry,which is due partly to the competitive environment.Therefore,the author,together with other members in a research group,went to some typical scenic areas,where family inns arises early with a history,and surveyed the hotels in these areas for about two months.The group interviewed the relative governments surpervising the hotels,the owners of the family inns and their customers,face to face and also with questionaires.Based on these research and the existing literature,the paper analyses the development of family inns industry in China and the status quo of its competition with the competency model by Michael Porter.Deepening the analysis,the paper provides the corresponding strategy for the industry.The conclusion turns out that the competition of the family inns is complete,and they also face the pressure from the supplier and the substitute.Consequently,differentiation and strategy alliance will be the right strategic choice.