Abstract: In today's economic globalization, the frequency of people going out is accelerating. Under the demand of the market, budget hotels have gradually entered the life of modern people, changing the concept that hotels are a paradise for ordinary people. With its own advantages, budget hotels are impacting modern hotels and traditional accommodation industries. In Chongqing, the disadvantages of traditional accommodation industry and the combination of modern full-service hotels and demand not only bring great opportunities for the growth of budget hotels. Moreover, the impact of budget hotels on them has caused and will continue to cause great changes. Chongqing, as the only municipality directly under the central government in the west and a bright pearl in the west, is rich in tourism resources. However, in this case, more and more budget hotels are facing an urgent form. This paper analyzes and discusses the opportunities and challenges faced by budget hotels in Chongqing through swot analysis.

Keywords: budget hotels

condition

A hard-working person

Environmental factors, opportunities and risks

Strategic analysis

1. Overview of budget hotels

1, the rise of budget hotels

Economy hotel is a new hotel, also called limited service hotel. Its biggest feature is low price, and its service mode is "B&; B "(accommodation+breakfast). The United States, which first appeared in the 1950s, is now a quite mature hotel form in Europe and America. The core of economy hotel is economy, which caters to the actual needs of consumers. The development of budget hotels focuses on large and medium-sized cities, not only because business and tourism are intertwined in large and medium-sized cities, but also because they have a huge and stable flow of people, which makes budget hotels have a developing market. Moreover, in large and medium-sized cities, budget hotels can also reduce the operating expenses of budget hotels with the help of urban functions.

2. Current situation of budget hotels

Convenient and cheap budget hotels are the best choice for people to go out now, providing people with more convenient choices. In today's economic globalization, people go out frequently, which also promotes the development of budget hotels.

In recent years, budget hotels have become the focus of hotel industry at home and abroad, with great market potential and outstanding advantages such as less investment, high return and short cycle. "Motel", "Home Inn" and "Jinjiang Star" are the three main forces of domestic budget hotels, and their expansion speed is amazing. At the same time, the American Super 8 and the French IELTS Group's Ibis have also entered China. From the coast to the mainland, the market share has gradually expanded.

But behind the rapid development, there are still many pessimistic factors. Many economic problems cannot be ignored. However, there is no doubt that budget hotels will move from naivety to maturity and occupy a special and important position in China hotel market.

Second, the SWOT analysis of Chongqing budget hotels

People often use SWOT analysis (strengths, weaknesses, opportunities, threats) involuntarily when studying the development prospects of things. SWOT analysis is an internal analysis method of enterprises, that is, according to the established internal conditions of enterprises, we can find out the strengths, weaknesses and core competitiveness of enterprises. Where S stands for strength, W stands for weakness, O stands for opportunity and T stands for threat, where S and W are internal causes and O and T are external causes. According to the complete concept of enterprise competitive strategy, strategy should be what an enterprise can do and what it can do.

Compared with other analysis methods, SWOT analysis has obvious structural and systematic characteristics from the beginning. The main theoretical basis of SWOT analysis also emphasizes the analysis of the external environment and internal resources of enterprises from the perspective of structural analysis. In addition, as early as the 1960s before the birth of SWOT, some people put forward the internal strengths, weaknesses, external opportunities and threats involved in SWOT analysis, but only analyzed them in isolation. The important contribution of SWOT method lies in matching these seemingly independent factors with systematic ideas for comprehensive analysis, which makes the formulation of enterprise strategic plan more scientific and comprehensive.

1, Advantages of Economy Hotel Development

In recent years, influenced by economic globalization, national policies and economy, budget hotels have developed rapidly in China and even Chongqing. World famous brands such as Intercontinental and Jinjiang Inn. At the same time, some domestic free-running brands, such as Ibis, have also successfully operated in tourist destinations and provinces and cities, and their high returns have promoted the development of budget hotels in Chongqing.

The cost of budget hotels is lower than other star-rated hotels, so it is relatively easy to develop. Because the price is low, it can well avoid the threat of sudden external unfavorable factors. Compared with developed cities, Chongqing's economy is slightly backward, so low-cost hotels can better attract customers, increase occupancy rate, save costs and create a more favorable environment.

2. Disadvantages of developing economy hotels in Chongqing.

According to the current development of Chongqing, we can see that some budget hotels are clustered together and the industry competition is not standardized. Hotels also lack a clear positioning, and some investors blindly follow suit. Lack of some localized hotel brands. Not in line with the actual situation in Chongqing. Although many budget hotels are cheap, the hardware and software equipment can't meet the most basic needs of customers. Lack of orderly management.

3. Opportunities for budget hotels

China tourism has become a new economic growth point and a pillar industry of the national economy. According to the prediction of the World Tourism Organization, China will become the largest tourist country in the world in 2020. At present, the development of mass tourism in China and the frequent business and official exchanges in different places have laid a broad market foundation for the development of budget hotels. China Economy Hotel receives domestic and inbound guests. According to national statistics, the number of overnight visitors in 2006 was 49,965,438+0,000, an increase of 6.6% over the previous year. The income from international tourism (foreign exchange) was 33.949 billion US dollars, an increase of 65.438+05.9% over the previous year. The number of domestic tourists was 65.438+39.4 million, an increase of 654.38+0.05% over the previous year; The total domestic tourism revenue was 623 billion yuan, an increase of17.9% over the previous year. With the increase of tourists at home and abroad, the demand for budget hotels has also increased. Compared with high-star hotels, budget hotels have lower management costs. Its management rate is much lower than that of high-star hotels. As the only municipality directly under the central government in the western region, Chongqing is the economic center of the southwest region. With the deepening of western development during the 11th Five-Year Plan period, Chongqing's economy is in a stage of rapid development, and Chongqing will become the center of service industry, convention and exhibition industry and information industry in the western region.

The 2008 Beijing Olympic Games will also bring a huge market for budget hotels in Chongqing. Chongqing is a famous historical and cultural city in China with rich tourism resources. Dazu Stone Carving and the Three Gorges of the Yangtze River, as the tourist highlights of Chongqing, will attract domestic and foreign tourists. Among these tourists coming to Chongqing, individual travelers will account for a large proportion. It is estimated that most of them are young people, and the requirements for accommodation facilities are often "clean, safe and affordable". This will inevitably lead to an increase in the demand for budget hotels.

4. Threats faced by budget hotels in Chongqing

The entry of foreign budget hotels has brought great competitive pressure to Chongqing market.

Corporate goals are not market-oriented. The goal of some budget hotels is not to maximize economic benefits, and the management mechanism is not perfect, which is very unfavorable to the development of budget hotels. Because the facilities of some budget hotels can't meet the most basic needs of customers, the passenger flow flows to star-rated hotels. It leads to inferior competition in the industry.

As far as Chongqing is concerned, there is a lack of localized economic hotel brands and no characteristic brand hotels. At the same time, Chongqing and Chengdu are relatively developed big cities in the western region and guide the development of this western region. But it is also a double-edged sword for Chongqing hotel industry. According to the survey, many tourists who come to Chongqing choose to stay in Chengdu. Compared with Chengdu, Chongqing's hotel industry lacks certain norms and underdeveloped facilities.

Another difficulty now is that the property cost of budget hotels has been rising in recent years, especially in the case of inflation this year. The price of water, electricity, coal, oil, food, and land, the interior decoration of the hotel, and the salary of maintenance personnel have increased the operating cost of the hotel. The competition of budget hotels reduces the price advantage.

Thirdly, some strategies for the development of budget hotels in Chongqing

According to the above analysis, we can see that advantages and disadvantages coexist, and opportunities outweigh threats. We should take active measures to make full use of existing resources, foster strengths and avoid weaknesses, so as to adapt to market competition.

First of all, budget hotels should increase the control of hotel costs. Adhere to the strategy of low cost and high efficiency. The management mechanism of hotels should be improved and more talents should be introduced. Both managers and basic employees must undergo rigorous training and have good industry quality and service skills. The characteristics of budget hotels are "economy, comfort, hygiene and speed." On this basis, strengthen the construction of characteristics. In order to attract more consumers, we should pay attention to the richness of different levels. Develop into an economical theme hotel and open up new channels for the industry.

International budget hotels mainly adopt network marketing strategy. With the development of Internet in China, the focus of marketing can also be shifted to the Internet, which not only saves costs, but also allows customers to find their own needs through online experience. Improve the occupancy rate and strengthen customers' sense of identity with the hotel.

Service is the main product of hotel management. With the individualization of people's needs, hotels can provide different special services for different customer groups, strengthen service innovation, and implement personalized innovation to meet customers' psychological needs.

References: Economy Hotels: Development, Problems and Countermeasures

Feng dongming

2006.5.23

The New Development Trend of Hotel Industry in China in 2007

He Jianmin

Swot Analysis and Strategy Research on Developing Economy Hotels in Quanzhou

Zhao Yimin

Green Paper on the Development of Economical Hotels in China in 2007