新西兰经济型酒店市场开发策略探析-旅游管理dissertation

In the context of the rapid development of tourism in New Zealand, the development of budget hotels full of great opportunities. Budget hotel in the rapid development of high-star hotel at the same time, New Zealand has been supply fault exists, the existing price competition confusion, a single management model, the problem of the lack of well-known large budget hotel chain. It can be said that these bottlenecks that hinder the development of the New Zealand economy hotel, in large part due to the economy hotel market development strategy appears many well ignored. Even so, some experts predict, budget hotels will become the focus of the next stage of development of the hotel industry in New Zealand, in a budget hotel in the development process, to develop suitable market development and marketing strategy is the key to its success, I believe that a successful economy The hotel should be developed and the development of high-quality market strategy, Preliminary Research on New Zealand's economy hotel market development strategy and future development.

(A) to study the background

The hotel industry in New Zealand is one of the first industries open to foreign investment, in 1982 the first joint budget hotel - Beijing Jianguo Hotel, in the next 20 years, the hotel industry in New Zealand, along with the development of the international hotel industry with penetration good development trend, expanding the overall size. New Zealand hotel industry from the late 1980s onwards, the faster the speed of development, but as a source of growth for the same period was significantly lower than the growth in the number of hotels, so the overall number of relative surplus situation, leading to excessive hotel business competition from 1997, the overall economic benefits of the hotel industry has been showing a decline in the situation. 2000 due to the sudden emergence of the domestic tourism to New Zealand hotel industry as a whole showed a recovery trend, but the economic benefits are still not ideal. Budget hotels exist many problems still persist, and not to resolve. # E # # p # tab title

The order in which the New Zealand tourism development is the development of inbound tourism, after domestic tourism and international outbound tourism, the first 20 years of its development stage to adapt to foreign travel, business tourists. Take the same budget hotel as one of the three pillars of tourism industry adapt to market development strategy, but this strategy afterwards, turned out to be a failure. This makes New Zealand in order to adapt to the needs of foreign tourists are bound to give priority to the development of a high-end hotel, upscale hotel development has been in the mainstream of the development of the hotel industry. Especially when the New Zealand hotel project approval and investment regimes imperfect grades, and regional distribution of the number of hotel development, large-scale, too largely beyond the actual extent of the need and should be effective standard. The construction and development of the hotel, from the decision point of speaking, there is no effective government regulation, leading to uncontrolled hotel development, the main problem is that too many of the upscale hotel, too concentrated, the growth rate is too fast. But at the same time, we also see that the residents of New Zealand tourism consumption per capita is still in a relatively low position, the the middle consumption of working-class constitute the main force in the domestic tourism. Domestic tourists independent decision-making has been living in New Zealand, the dominant position of the tourist market in the domestic tourists growing consumption patterns, especially in the end consumers of the hotel product also raised consumer demands. Hotels in a huge number of social, individual hotel also unsatisfactory quality of service, the quality of health, security measures, can not meet this requirement context appeared emerging form of a budget hotel, and is return investors for its excellent performance. Its main feature is a comfortable, clean, affordable, convenient, and size, the price is not high, and to meet the accommodation requirements of the guests, budget hotels in New Zealand has a strong market base, a very important reason is that it is engaged in market development strategy in line with the characteristics of the New Zealanders, the development of budget hotels will be the future of the hotel industry in New Zealand some time focusing on the development direction and investment hotspot.

(B) the significance of the study

This study will enrich the theory of the economy hotel market development strategy research areas, to build the economy hotel market development strategy theory research system framework, provide theoretical references for the further development of the New Zealand economy hotel market development strategy. Through development of budget hotels in New Zealand, not only in the macro to solve the domestic tourism accommodation reception problems, adjust the industrial structure of the New Zealand hotel, to promote the sustainable development of the tourism and hospitality industry, but also in the micro for New Zealand the development of budget hotels provide effective suggestions, especially its market development strategy provides constructive recommendations, both for the government to take effective measures to increase the budget hotel company's efforts to support and improve its operating environment, promote the economy hotel and healthy development of the policy recommendations, and provide decision-making reference to the development of budget hotels hotel enterprises.

1. Market development strategy, budget hotels will help adjust the industrial structure of the hotel industry in New Zealand. Outbound tourism from domestic travel - inbound tourism - should be in accordance with the laws of foreign tourism development, while the the tourism reception principal - the hotel industry should also be associated with this law corresponding to the development of the industrial structure of the hotel industry should be positive "pyramid" shape, from one week to the number of five-star hotel is gradually reduced. New Zealand due to the development of tourism inbound tourism - domestic tourism - Outbound tourism, the corresponding resulting in the development of the hotel industry, namely the development of the high-grade hotel, the rapid development of domestic tourism, the growth of the hotel industry deficiencies, causing serious dislocation and the mismatch between the demand for domestic travel and hotel supply do not quite match the grade of the hotel structure with market demand. Development of budget hotels is to accelerate the structural adjustment of the hotel industry in New Zealand, the hotel industry business and management innovation to promote the key to the improvement of the management level. Therefore, to accelerate the development of a budget hotel, some discussion would have on market development strategy. # E # # p # tab title

2. Market development strategy, budget hotels, help to improve the international competitiveness of the New Zealand hotel industry. New Zealand hotel market is the battleground of international hotel groups, budget hotels as New Zealand a huge potential of the market, has become a recent investment value of more than upscale hotel choice. The hotel industry in New Zealand, "the high-end market has been basically by the international hotel group occupied, while the low-end market" economy hotel we have preconceived consistent with their level of consumption in the low-end of the hotel, we have to provide the domestic tourists products to avoid foreign hotel group segment of the market position of absolute dominance, first occupation of the low-end market, and then to the high-end market, which should be an effective way to deal with foreign multinational hotel group to enter the New Zealand market on a large scale and improve the international competitiveness of . Therefore, in order to seize the opportunity to play to their advantages, speed up the pace of our development, cultivate their own national brands have the opportunity to strive for greater development, market development strategy research budget hotels first, because this is the hotel industry is the ability to quickly The primary factor in development, and only in this way can quickly enhance the international competitiveness of the New Zealand economy hotel industry.

3. Market development strategy for budget hotels is conducive to resolving the contradiction between supply and demand of the hotel industry. The rapid development of the hotel industry in New Zealand, but the grade structure and market demand of the hotel did not quite match the hotel market supply side there is a huge fault: good quality and prices of high-star hotels and quality second lowest social hostel, 1,000 net, safe, affordable hotel. With the rapid development of the domestic economy and the tourism industry, the market for clean, convenience and economy hotel demand more and more intense, and the market is very promising. The development of the hotel industry's urgent need to change the situation mainly to the high-end hotels, and gradually form a high, medium, low-round development of the industry structure. The growing needs of the market and the lack of effective supply industry for the development of the New Zealand economy hotel provides a good opportunity, but is the urgent need to explore more market development strategy for budget hotels can be said of this problem is to solve the economic scale type hotel a breakthrough.

4. Budget hotels market development strategy, will help promote the reform of state-owned hotel. Many scholars from the new institutional economics perspective analysis, institutional change or innovation is a balanced non-balanced final return to balanced. New institutional arrangements formation to obtain a profit for the flag, system restore the balance, if any pressure to change the arrangement, new external profit or some external balanced re-broken, and start the new system innovation. The hotel industry in New Zealand's state-owned economy less competitive than the major, but overall. The end of 2003, the number of state-star hotel for 5622, accounting for 58% of the total number of country star hotel occupancy rate of 55.05 contention, total operating income of 40.963 billion yuan, 1.949 billion yuan turned over to the business tax, the overall labor productivity of 57,100 yuan / ; nationwide, the number of foreign and Hong Kong, Macao and Taiwan businessmen invest in the hotel to 678, total operating income of 30.342 billion yuan, 1.656 billion yuan turned over to the business tax, the overall labor productivity of 162,700 yuan / person, which is 2.85 times that of the former state-owned hotels serious affect the overall development of the hotel industry in New Zealand. "Therefore, based on the characteristics of the state-owned hotel, the company's brand development needs and requirements of the owners, and the ability to accept, to select the appropriate mode of management and market development strategy to achieve the transformation of state-owned economy hotel New Zealand accommodation industry, a large number of inefficient state-owned assets, thereby revitalize, to further promote the corporate restructuring of state-owned hotel, the solid foundation of the national economy. # E # # p # tab title

5. Market development strategy, budget hotels, help to promote the development of forestry tourism in New Zealand. Close to nature, to protect natural has become the consensus of modern man; into the natural symbiosis with nature, is increasingly becoming a fashionable topic. Forest leisure, adventure travel close to nature as the theme is gradually accepted by a large number of white-collar, guests will gradually become the the hotel most important source of tourists. How to expand this part of the market space to meet the needs of such tourists, while full use of existing resources, environmental protection and economic, to provide comfortable travel and economic environment for the majority of tourists tourism practitioners urgently Thinking problems. The development of forest eco-tourism is more stylish resort tourism projects, New Zealand, most of the forestry tourism poor reception facilities, the impact of the travel experience of tourists become an obstacle constraints vigorously develop forestry tourism. Budget hotel the accommodation reception facilities for the development of forest areas have their unique charm, whether from the hotel room rates, or the angle of the mode of operation of the hotel has its own characteristics, to meet the basic needs of the tourists go out that is not the pursuit of high-grade luxury, just to have a good stay to rest bad environment, moderate prices. Therefore, the development of budget hotels is conducive to the promotion of forestry tourism accommodation reception facilities perfect, and promote the development of forestry tourism; research and market development strategy for budget hotels, you will undoubtedly promote the development of budget hotels.