1.0 Introduction介绍
上海已成为亚洲最具经济活力的城市，其经济实力仍在增长（陈鹏，2014年，第56页），基于其在上海市场的乐观看法，上海新天地朗廷，酒店于2010年10月在上海开业（朗廷酒店集团，2010）。目前，上海有66家五星级酒店（Zhan＆He，2012，第1452页），在市场竞争日益激烈的环境下，如何发挥自身优势，上海新天地朗廷酒店如何扮演自己的优势，弥补自己的弱点，如何 利用自己的机遇来应对威胁，成为上海朗廷新天地管理层需要认真考虑的问题。Shanghai has become one of Asia's most economically dynamic cities, and its economic strength is still growing (Chen & Peng, 2014, p. 56), based on its optimistic view of the market in Shanghai, the Langham Xintiandi Shanghai, which belongs to Langham Hotel was Opened in October 2010 in Shanghai (The Langham Hospitality Group, 2010). Currently, there are 66 five-star hotels in Shanghai (Zhan & He, 2012, p. 1452), in an increasingly competitive market environment, how the Langham Xintiandi Shanghai plays the roles of its strengths to make up for their own weaknesses, how to use their opportunities to respond to their threats become the problems that the management of the Langham Xintiandi Shanghai needs to take into serious consideration.
Table of Contents
1.0 Introduction..........................................................................................................................3
2.0 Procedure..............................................................................................................................4
3.0 SWOT analysis.....................................................................................................................5
3.1 Strength..........................................................................................................................5
3.2Weakness.........................................................................................................................5
3.3 Opportunity.....................................................................................................................6
3.4 Threat..............................................................................................................................6
4.0 SWOT matrix.......................................................................................................................8
5.0 Conclusion............................................................................................................................9
References................................................................................................................................10
Appendix I: Occupancy rate of five-star hotels in China (2012-2018)................................... 11
Appendix II: Profits of five-star hotels in China (2010-2014).................................................12
5.0 Conclusion总结
It can be seen through the SWOT analysis results that the Langham Xintiandi Shanghai has strengths in its good hardware facilities, high quality service, superior location. Its weaknesses lie in the relatively low brand awareness, shortcomings in the location. The opportunities facing include the development of the travel industry and the infrastructure improvement in China, which will bring the hotel industry a large number of guests. The threats include excess supply, dropped occupancy rate, homogeneous competition in the hotel industry. The author was based on the SWOT analysis results to summarize the SO, ST, WO, WT strategies for the Langham Xintiandi Shanghai, in future, a suitable development strategy from the strategies recommended according to its actual situation. In order to ensure the future success of the hotel in its management strategy, it needs to be further improved in the following three aspects.
First, the hotel should establish a scientific training system to improve employees’ service level and management staff’s management capabilities, so as to improve service quality and enhance the competitiveness of the hotel. Second, the hotel should segment its market, according to the characteristics and needs of the target customers to develop different personalized service measures to achieve the purpose of improving customer satisfaction. Finally, it
