浦东香格里拉酒店战略管理.ppt

浦东香格里拉酒店战略管理.ppt

《浦东香格里拉酒店战略管理.ppt》由会员分享，可在线阅读，更多相关《浦东香格里拉酒店战略管理.ppt（29页珍藏版）》请在冰豆网上搜索。

LOGOStrategicManagementinHospitalityIndustryShanghaiPudongShangri-laHotelContentsBackground&BriefIntroduction1External&InternalEnvironmentAnalysisoftheHotel2SWOTAnalysis3Three-LevelStrategiesModel4Issues&Problems5Recommendations6Background&BriefIntroductionPudongShangri-la:

nFoundedin1998andrestructuredby2005.nMission:

TotheworldisalltheShangri-lapeoplesvisionIntheLujiazuiFinanceandTradeZoneofShanghai.ItenjoyseasyaccesstobothHongqiaoandPudonginternationalairportsandisalsoclosetothesubwayconnectingPudongtoPuxi（WestShanghai）.ProminentlysitedalongthefamousHuangpuRiver,theHotelhasbreathtakingviewsofShanghaislegendaryriverfront-theBundandtheOrientalPearlTVTower.ExternalEnvironmentAnalysisAnalysisofexternalstakeholdersandthebroadenvironmentIdentificationofopportunitiesandthreatsEstablishastrategicdirectionanddevelopandimplementstrategies.PortersFiveForcesModelBargainingpowerofbuyersIntensityofrivalryintheindustryThreatofsubstitutesRiskofentrybypotentialcompetitorsBargainingpowerofsuppliersPortersFiveForcesModelIntensityofrivalryintheindustryResourceThecustomergroupsRiskofentrybypotentialcompetitorsLowentrybarriersStyleintheirprice,serviceorqualityBargainingpowerofsuppliersDifferentiatedtheirproductstoswitchsuppliers.ThePowerfulsupplierscaneasilyintegrateforwardBargainingpowerofbuyersInshortsupplyTheriseoftherentThreatofsubstitutesThehigherpriceitwillbe,themoreguestswillbeinatthesubstitutehotel.STEEPAnalysis1.Socio-demographicinfluencesCulture,valueandattitudeinfluencepeopletodosomethinganditwillimpactthehotelTheage,sex,andlocation2.TechnologicalinfluencesThedevelopmentoftransportmakeitconveniencefortouristsThehi-techinformationsystem3.EconomicfactorTheeconomicgrowthratesofChinaare=moredisposableincomeformoreconsumptionGetmorefromtheforeignerswiththeRMBexchangeratesgrowingSTEEPAnalysis4.EnvironmentalfactorPaymoreattentiontothesustainabledevelopment5.PoliticalfactorCooperationwithlocalgovernmentswhowillsetsomepoliciestoencouragethedevelopmentorregulateandcontrolthemisunderstanding.InternalEnvironmentAnalysisCorecompetenciesResourcesResourcesCapabilityCapabilityResourcesTangibleresources1.StaffafterShangri-Lashospitalityoftrainingwithinsixmonths.2.ThefirstHACCPhonoredcertificationofthehotelinmainlandChina3.OwnPujiangbuildingsandhotelbuildingsconsistingofZijinbuildingResourcesIntangibleresourcesuGoodbrandreputationRanksin46thplaceintheworlduGoodtrainingsystemandlowstaffturnoverBetterintegrationofculturewiththehotelemployeesandemployertogrowbetter.SalaryandbenefitsarecompetitiveuShangri-LasGoldenCircle-GoldenCircleuPartnershipswithmajorairlinesallovertheworldandsalesofficesinmajorcitiesCapabilityEfficiententerprisemodeofoperationsuchasHACCPcertificationandFidelioOperacentralreservationsystem.ResourcesandwealthfromShangri-laHotelManagementGroupHighemployeeloyaltyandcorporateWithCornellnetworkinstituteinonlineremotetrainingShangri-laHotelShangri-laHotelsignificantsignificantcapabilitycapabilityValueChain1Humanresourcemanagement3Technologyandsystemdevelopment2ProductandservicedevelopmentSupportactivitiesinfrastructure4ProcurementValueChain1Transportation3Marketingandsales2On-siteservicePrimaryactivities4RetaildistributionSWOTStrengthThreatsWeaknessOpportunitySWOTSWOTStrengthWeaknessThreatsnLeadpositionintheAsia-pacificmarketnConcentratedontheAsia-pacificmarketnOldequipmentwithhighercostsnLackofdiversityintheproductnAgoodlocationandtransportinLujiazuin16five-starhotelsinLujiazuisharethesamecustomernThebreakdownofthemarketexpansion.OpportunitynHaveagrouprunsbusinesstrade,realestateandbeveragenAgoodreputation（topfouramongChinastop20hotelgroup）nGoodeconomicenvironmentandthediversificationofthetourismmarketnFrequentjob-hoppingandnon-loyalemployeesSWTOChinasTop20HotelGroup1.Jinjianginternationalhotelmanagementcompany2.SixstateshotelCo.,LTD3.MarriottInternational4.Shangri-lahotelsandresorts5.ThefoundingoftheinternationalhotelmanagementCo.,LTD6.AccorGroupofhotels7.StarwoodhotelsresortsmanagementCo.,LTD8.OrientalhotelmanagementCo.,LTD9.NewAsiahotelmanagementCo.,LTD10.GloriainternationalhotelsCo.,LTDThree-LevelStrategiesModelCorporate-LevelStrategiesBusiness-LevelStrategiesFunctional-LevelStrategiesSuperiorEfficiencySuperiorQualitySuperiorInnovationSuperiorCustomerResponsivenessFocuseddifferentiationShangri-lahotelusethefocusdifferentiationstrategic.Eg.ShanghaipudongjialihotelThree-LevelStrategiesModelSuperiorEfficiencyMostadvancedreservationtechnologyleadstolowermanagementcostsandhigherprofit.Rapidlyexpansionthenewlyopened31hotelsin2006to2010intheworld,and14hotelsopenedinChinaAperfecttrainingofemployeeaperfectemployeetrainingplanfromtheemployeestoseniormanagersestablishtalentpoolThree-LevelStrategiesModelSuperiorQualityRigoroustrainingsystemModerninternetserviceimprovingChinesewebsiteandtheJapanesewebsiteexpandedtheCHItheSPAhydrotherapy,specialhomepagesuchasthede