旅游企业战略管理第一章讲述.ppt

* * * * * * Chapter 1 What is strategy and the strategic management process * 现象1： 中高档酒店遭遇“滑铁卢” 缘由： 经济增速放缓；政府“八项规定”及“六项禁令” 应对： “北京高端酒店成功转型百姓度假村” “江苏高端酒店改作低价海鲜大排档” 迎合顾客需求，提高性价比，增加酒店产品特色 现象2： 酒店营销开拓多渠道 缘由： 智能手机的普及，移动客户端的兴起 应对： 巩固“老方式”，开拓“新渠道”，尝试“新平台” “布丁酒店宣布上线小米电视预订平台” 更贴近市场需求，提高便捷性，符合酒店自身发展特点 * Uploading, sharing music files all for free illegal Threat? Opportunity? 88% Fair Play DRM （数字版权保护技术） legal Customer loyalty Music producers Legal without restrictions Threat? Opportunity? * What is happening in our industry? What is our competition going to do next? How should we respond? What can we do to make money in our business? The process by which these questions are answered is the strategic management process. And the answer a firm develops for these questions is a firm’s strategy. What is our customers’ demand? * * Strategy the strategic management process A firm’s theory about how to gain competitive advantages. Based on a set of assumptions hypotheses Creating more economic value than rival firms Mission Objectives External Analysis Internal Analysis Strategic Choice Strategy Implementation Competitive Advantage The Strategic Management Process Strategy A sequential set of analyses and choices that help to choose good strategy. 如家酒店使命陈述 为宾客营造干净温馨的“家”，为员工提供和谐向上的环境，为伙伴搭建互惠共赢的平台，为股东创造持续稳定的回报，为社会承担企业公明的责任。 * Mission Objectives External Analysis Internal Analysis Strategic Choice Strategy Implementation Competitive Advantage Define both what a firm aspires to be in the long run and what it wants to avoid in the meantime, thus it’s not the first step only, but a principle permeates the whole strategic management process. Mission Mission statement “We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.” “We anticipate consumer need and deliver outstanding products and services that improve people’s