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1、Chapter 1. ProjectIntroduction1.1 RationaleofConductingThisResearchTheinterestsofwritingthisresearcharosefromtheworkingexperienceina5-starhotelinShanghainamedTheSt.RegisShanghai.ItisaimedtobeeMarket1.eaderintheHotelIndustryinShanghai.After3yearsoperation,thehotelperfo11nanceCOlnParedtoitscompeiorswa
2、snotsogoodasexpectedalthoughtherearccontinuousimprovementandadjustmentduringitsoperatingperiod.Moreover,withthematurityofmanyother5-starhotelsandIhenewinvestmentcomingin.ShanghaiHotelIndustryisfacingagreatoppo11unityaswellasabigchallenge.Therefore,theauthorinvestigatedmainlyonRlCIQrSCana5“arhoielwai
3、nCOmDeIedeOnIhe(汕er.Secondly,DraeliCeSOfIhiSholdbedsothatitcouldkeepandreinforce(hemasitsassets.Andfinally,g(xnlpracticescouldbesharedanddeficienciescouldbea)idedbyotherhotelswithiinikirjHickgnnindinothercitiesinChina.1.2 OverallIntroductionWithChinas3yearsentryintotheWorldTradeOrganization(WTO)andt
4、hesuccessfulbidtor2()10ExpoinShanghai,manyin(e11ationalcompaniesarefocusingon(hisrapidlydevelopingmarket,bringingmoreandmorebusinessopportunitiestothevigorouscity-Shanghai.TinsalsoresultsintheincreasingdemandinaccommodationsandmeetingvenuesforallkindsofbusinesseventsasThroughasystemicanalysisTheSt.R
5、cgisShanghai,thispaperinvestigatedwhythishotelcannotleadthemarketandwhatare(hevitalelementstomakea5-siarhotelsucceedinthecompetitivehotelindustrj,inShanghai,.SuchmodelsasPESTanalysis,5ForcesAnalysis,ValueChainAnalysisandetc.wereUIiliZedtocomeupwiththeproblemsexperiencingbythishotelandrecommendations
6、werecarriedoutattheendtheresearch.1.3Objectives1. Tounderstandthemacrohotelindustrjfenvironmentaswellasthecompetitiveenvironmentofthe5-starhotelindustr,.2. ToinvestigatethevaluechaininTheSt.RcgisShanghaiinthepurposeoffindingouttheproblemsexperiencedbythishotel.3. Tosummarizeexternalthreatsandinterna
7、lweaknessesoftheSt.RcgisShanghai.4. ToidentifythecompetitorsofTheSt.RcgisShanghaiandanalyzethekeyvariablesothecompetitorsinordertorevealthegapsbetweenthem.5. ToproviderecommendationsforTheSt.RcgisShanghaiaswellasother5starhotels.1.4ProjectStructureFigury1.1.SUlICIUNCfIhCPrgjxiChapter 2. 1.iteratureR
8、eview2.1 IntroductionThischapterwasdividedintotwopartsfocusingonrelevantliteraturereview.Thefirstpartincludedreviewoftheliteraturerelatingtoheexistingmodelsanddefinitions.ThesecondpartcoveredthegeneralreviewofthehotelmarketinShanghai.2.2 DefinitionsandModelsInthispart,definitionsrelatedtohotelmarket
9、werereviewedtohaveabetterunderstandingofthehotelbusinewExistingmodelswillbeintr.thedisadvantagesarccommunication,control,costproblemsandqualityofgroupmanagement.(Medlik,1994)(seeAppendix3)IIowever,allthesedisadvantagesarenotConlnIononesonlyinhotelgroups.Withhedevelopmentoftechnology,theproblemsofcom
10、municationandcontrolcanbeavoidedifetTectivecommunicationsystemandcontrolsystemareestablished.Forinstance,theimportantdatacanbewrittenintomemorandumsorothertypesofdocumentsandthenbesenttoeverypropertyunderhesamegroupthrough(hehotelintranetsystem:conferencecallcancoverasmanypropertiesasitneedstoconvey
11、alltheinformationtoeachcorneroftheworld;andalsopropertiescanbeeITectivelyn)itorcdandcontrolledbyeachfunctionalregions(Sales&Marketing.RevenueManagementetc.)orgeographicalregions(AsiaPacific,Europe,NorthAmericaec.).Insummary,theadvantagesofhotelgroupsarcoverwhelming.2.2.2 HotelAccommodationMarketInan
12、ycountrythedemandforaccomnuxlationawayfromhomeisgeneratedbyresidentstravelingintheirowncountrjandbyforeignvisitors.Hoteluserswhoarcbuyersofovernightaccommodationmaybeclassifiedasholiday,businessandotherusers.(Medlik,1994)Differenttypeofbuyerscanaffectthelevelofbargainingpowerandexteriorlyaffectthepr
13、icing.Therefore,ohaveabetterunderstandingofalltypesofhoteluserscanprovideabasisforfurtheranalyzingthecompetitiveenvironment.2.2.3 TheHotelasaMarketConceptFromthePOinlofviewofitsusers,ahotelisaninstitutionofcommercialhospitality,whichoffersitsfacilitiesandscriccsforsale,individuallyorinvariouscombinations,andthisconceptismadeupofseveralelementsincludinglocation,facilities,service,imageandprice.(Medlik,1994)Figure2.1:ThCHdasaMarkClConCCp(Source:MedlikS.1994.4BsinessofHotels,311,edn.ButterworthHeinemann.Oxford,pl5)
