国际经济与贸易学院知识库

摘 要

旅游业作为国民经济结构中的支柱性产业，对中国经济发展的贡献及作用毋庸置疑，而酒店业作为旅游生态系统中最重要的业态之一，是最能体现旅游业综合竞争力的行业。自改革开放以来，国际连锁酒店集团通过由中低档到超豪华的金字塔状品牌布局，相继打开了中国市场并实现快速发展，迅速占领了中国酒店行业的绝对份额。直到2000年前后，一系列中国本土连锁酒店集团才逐步涌现。从起初以单体酒店经营为主，发展到今天已经形成了多品牌、多元化、多模式的酒店集团。与此同时，国内酒店市场竞争日趋激烈，本土酒店尽管凭借本土文化和政策优势迅速成长并能做到与国际酒店分庭抗礼，但在经营管理水平和盈利模式上仍与国际连锁酒店集团存在较大差距，特别是在国际化发展方面仍然存在明显的短板。因此需要尽快学习和借鉴国外的先进经验以实现转型发展。研究对比中外连锁酒店集团的盈利模式有助于本土连锁酒店集团学习、借鉴和提升盈利水平，这也是助推我国旅游产业高质量发展所必经的重要途径和成长过程。

本文从梳理国内外学者关于企业盈利模式和酒店集团发展的研究成果出发，运用案例分析法、调查分析法、对比分析法并且在定性与定量相结合的基础上多层面的研究连锁酒店盈利模式。本文通过调研所获得的第一手数据结合财务指标，将本土品牌锦江与国际品牌万豪两大连锁酒店集团的盈利模式进行对比，总结分析两家酒店集团盈利模式的特征及异质性，深入探究本土锦江酒店在经营策略、利润源构成及品牌价值等方面与国外万豪相比所存在的劣势，由此总结国际先进经验与启示为本土连锁酒店集团推进国际化发展提供借鉴和参考。

Abstract

As a pillar industry in the national economic structure, tourism has undoubtedly contributed to China's economic development. The hotel industry, as one of the most important forms of business in the tourism ecosystem, is the most comprehensive competitiveness of the tourism industry. Since the reform and opening up, international hotel chain groups have opened up the Chinese market and achieved rapid development through a pyramid-like brand layout ranging from mid-to low-grade to ultra-luxurious, quickly occupied the absolute share of China's hotel industry. It was not until around 2000 that a series of local Chinese hotel chains emerged. From the beginning to single-based hotel management, the development of today has formed a multi-brand, diversified, multi-model hotel group. At the same time, the domestic hotel market is becoming more and more competitive, although the local hotel with the local culture and policy advantages of rapid growth and can do with the International Hotel competition, however, there is still a big gap with international hotel chain groups in the management level and profit model, especially in the international development is still a significant gap. Therefore, we need to learn and learn from foreign advanced experience to achieve the transformation and development. To study and compare the profit models of Chinese and foreign hotel chain groups is helpful for local hotel chain groups to learn, learn and improve their profit level, this is also an important way to promote the high-quality development of China's tourism industry and the growth process.

Based on the research results of domestic and foreign scholars on enterprise profit model and hotel group development, using case analysis, survey analysis, comparative analysis and qualitative and quantitative combined on the basis of multi-level research chain hotel profit model. Based on the first-hand data and financial indicators obtained from field interviews, this paper compares the profit models of two major hotel chains, the local brand "Jinjiang" and the international brand "Marriott", the characteristics and heterogeneity of the profit models of the two hotel groups are summarized and analyzed, in-depth study of the local "Jinjiang" hotel in the management strategy, the composition of profit sources and brand value and other aspects of the existing disadvantages compared with foreign "Marriott", therefore, the international advanced experience and Enlightenment for the local hotel chain group to promote the international development of reference and reference.