深圳经济型酒店连锁发展问题分析——基于如家酒店集团的案例研究

Shenzhen Economy Hotel Chain Business Analysis——Based on Home Inns Hotel Group Case Study

本文以如家酒店集团为例,对连锁经营模式在深圳经济型酒店的发展这一应用进行了探索。针对连锁化使得深圳的经济型酒店迅速扩大规模与影响,如何克服制度与管理体制方面的缺陷,加快经济型酒店品牌的发展,以及如何发挥连锁经营的优势,来应对新的机遇与挑战等实际问题,文章从如家酒店集团的案例得出一些基本结论:"价格适中"的经济型酒店在经营运作上处处体现"经济"的特色,这越来越符合国内旅游者的旅游需求和消费档次。连锁经营是酒店企业有效地利用有限资源的一种重要方式,它体现了一种规模经济效益。特许经营系统模式和品牌延伸网络模式由于其灵活的资本投资构成与标准的服务品质保证,成为深圳经济型酒店的主要经营模式。经济型酒店成本优势的关键管理点是连锁经营、业务外包和扁平式的组织结构。

Based of the case study of Home Inns Hotel,this paper analyzes the Chain business model in Shenzhen.For the chain of budget hotels in Shenzhen led the rapid expansion of the scale and impact,how to overcome the management system deficiencies,to accelerate the development of economic-type hotel brands,as well as how to play the advantages of chain operation,to respond to new opportunities and challenges in the practical problem,the article from the group cases,such as hotels draw some basic conclusions:'affordable' economic-type hotel in the business operations at every turn,reflect the 'economic' characteristics,which are increasingly in line with domestic tourists travel demand and consumption grade.The hotel chain enterprises to effectively utilize the limited resources is an important way,it embodies a kind of economies of scale.Franchising system model and brand extension network model of capital investment because of its flexible composition and standards of service quality assurance has become a major hotel in Shenzhen economy business model.Economic-type hotel cost advantage is a key management chain operations,business outsourcing and flat organizational structure.