摘要：正如我们所知，国家经济水平的发展程度与大众生活水平的高低成正相关，近年来我国经济发展带动生活水平的提高的同时，各种形式的旅游也超级受人们的喜爱。与此同时，市场对以住宿为主、快捷干净的经济型酒店的需求也越来越明显。当然，酒店业的蓬勃发展也掀起了该行业的投资热潮和激烈竞争。48617

本文以七天连锁酒店为例，从理论到实践对七天连锁酒店的竞争策略进行了探索性研究，希望能够对我国的连锁酒店建设尽点滴之力。论文以SWOT分析法作为方法指导，通过理论指导和数据图表，在分析七天连锁酒店实施竞争策略成功事实过程的基础上，暴露出其中的问题，如品牌塑造不到位，市场营销缺乏创新，高质量服务人员较少，连锁经营的理念推广不够创新。对于找到的种种问题，本文也给出了应对的策略，希望在七天连锁酒店的竞争发展的道路上起到一定的积极作用。如加大品牌化形象的树立，采取有差异化的市场细分，加强创新型管理人才的培养和储备，警惕产品及营销手段的更新，执行服务标准化，推广细化连锁经营，加强网络营销的竞争策略等等一系列措施。

毕业论文关键词：7天；连锁酒店；竞争策略

Seven Days Hotel Chain Competition Strategy Study

Abstract: As we all know, country's level of economic development and the mass are correlated to the level of living standards, China's economic development in recent years as well as improvement of living standards, various forms of tourism are also super loved by the people. Meanwhile, the market for accommodation, fast and clean budget hotel needs is more and more obvious. Of course, the vigorous development of the hotel industry has also led to the industry's investment boom and fierce competition. Based on the seven days hotel chain, for example, from theory to practice for seven-day exploratory study on the competitive strategy of chain hotels, hoping the chain hotels do a bit of force to China. SWOT analysis, this paper as a guide, through theory and data charts, analysis of seven days hotel chain to implement strategies based on the fact that the process of competition, exposed the problem, such as branding is not in place, lack of marketing innovation and quality service personnel less, the chain's concept is not innovation. For identifying problems and coping strategies are also given in this paper, hope at the days Inn of seven competition on the road to play a positive role in the development. Such as increasing the brand image of, taking a differentiated market segments, strengthening the cultivation of the innovative talents and reserve, alert update of product and marketing, implementation of service standardization to promote refinement chain, competition policies, and so on a series of measures to enhance Internet marketing.

Key Words: 7 days ；Hotel Chain ；Competition Strategy

目    录

摘  要 1

Abstract 1

一、七天连锁酒店的内外部环境分析 2

（一）七天连锁酒店内部环境分析 2

（二）七天连锁酒店外部环境分析 3

二、七天连锁酒店现有竞争策略分析 6

（一）现有竞争策略 6

（二）存在的问题 7

（三）问题成因分析 8

三、七天连锁酒店竞争策略的SWOT分析 9

（一）竞争优势----S 9

（二）竞争劣势----W 七天连锁酒店竞争策略研究+SWOT分析:http://www.751com.cn/guanli/lunwen_51278.html