| Author: | 奚雨 Xi, Yu |
| Title: | 探究中国经济型酒店迈进海外市场可行性 : 以"锦江之星"为例 Tan jiu Zhongguo jing ji xing jiu dian mai jin hai wai shi chang ke xing xing : yi "Jin jiang zhi xing" wei li |
| Degree: | M.Sc. |
| Year: | 2013 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Hotel management -- China -- Case studies |
| Department: | School of Hotel and Tourism Management |
| Pages: | viii, 60 leaves ; 30 cm. |
| Language: | Chinese |
| Abstract: | 当如家并购莫泰、7天冲刺千家店时，"锦江之星"悄然另辟蹊径，转向海外市场，为中国经济型酒店的国际化探路。15年前，"锦江之星"的创始人徐祖荣先生带领一班人马摸着石头过河，开创了中国首个经济型酒店品牌。如今"锦江之星"品牌将要走出国门，再次面临国际化的挑战和考验。随着我国出境旅游呈井喷式增长态势，我国民族品牌酒店走出国门的机遇已经到来。锦江之星海外版的出现，极大方便了中国游客在海外旅行时可以选择本土品牌酒店。自从国际酒店集团大规模进入中国市场以来，实现中国酒店集团"走出去"就一直是很多企业家孜孜不倦的追求，锦江之星此次进驻海外市场，将为经济型酒店品牌制定国际化的标准进行探索，为其他国内经济型酒店走向海外打下基础。但是中国经济型酒店是否己具备拓展海外市场的能力了呢?探索进驻海外市场的可行性是很有必要的，目前不少业界人士对此仍表示怀疑。应该采取怎样的策略来抢占市场并且在未来会遇到哪些挑战需要解决，这是非常现实而又迫切需要了解的问题。本研究旨在通过对"锦江之星"的个案分析，了解其在海外的运作，对经济型酒店是否具备在海外市场发展的可行性进行了探索。针对中国经济型酒店今后在海外，如何克服与当地经济型酒店竞争，加快品牌的发展以及如何应对不同于国内所面临的挑战等实际问题，从中提出具有参考性的建议。 |
| Rights: | All rights reserved |
| Access: | restricted access |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| b26453617.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.54 MB | Adobe PDF | View/Open |
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