文旅合併背景下酒店管理公司發展戰略 轉型研究—以W公司為例

Abstract

根據國家旅遊局發佈的“2018年中國旅遊統計報告”，2017年全年旅遊總收入5.3萬億元，同比增長12.3％;國內遊客人數為48.8億人次，同比增長10％，相當於全國人口每年近四次;國內旅遊收入達4.4萬億元，同比增長12.5％;中國旅遊業對GDP的綜合貢獻率已達到10.1％，超過了教育，銀行和汽車行業。 然而，與“旅遊興旺必然帶動酒店業發展”的直覺判斷不同，旅遊業欣欣向榮的同時，中國的酒店業卻處於行業歷史的寒冬。數據顯示，2014年，全國94.02％的星級酒店中有12，803人損失了59.21億元，創歷史最大虧損年。 旅遊業的持續興旺與酒店業陷入行業寒冬，這一組矛盾產生的原因在於，伴隨中國旅遊業業態的快速變遷，中國酒店業的形式是自封的，不再適合旅遊業的發展。 根據國家旅遊局發佈公報：“2015年，自駕遊的比例繼續攀升，通過旅行社進入景區的遊客比例一直在上升經由2010年的60%-70%下降至2015年的20%-30%。自駕車免費出行已成為遊客到達景區的主要途徑，占景區遊客總數的75％。”而在“2016年全國旅遊工作會議”上，國家旅遊局局長李金早表示，“旅遊業發展到現在，已經達到了國家旅遊和個人旅遊及自駕遊的新階段。”。 而為解決自駕出遊住宿方面的供需矛盾，國家在政策層面推出了諸多利好政策支持。早在2009年，國務院就“國務院關於加快旅遊業發展的意見”明確提出了“國務院關於加快旅遊業發展的意見”“公路服務區應擴大旅遊服務功能。進一步完善自駕遊服務體系。規範引導自發性旅遊活動。”在2015年發佈的“國務院辦公廳關於進一步促進旅遊投資和消費的意見”中，這也是自駕車房營地建設發展的明確量化要求，2016年，國務院辦公廳監督辦公室包括在2016年專項監督範圍內建設自駕營地。 W酒管公司據此認為： “基於觀光旅遊和商務旅行需求發展而來的傳統酒店業業態，難以滿足日益擴大並成為主流出行模式的自駕遊住宿需求。市場需求以及國家政策的雙重推動，使得一場酒店業的革命，正在被自駕遊的迅猛發展所催生。” W酒管通過市場調查與行業研究發現：在酒店選址、客房設計、連鎖經營模式以及綜合服務等諸多方面，自駕旅遊模式都對酒店業態提出了新的要求。而作為國內最早汽車旅館的企業，W酒管憑藉自身在汽車旅館領域積累的豐厚經驗，開發出了“全新定制的自駕遊精品連鎖酒店產品系列”——W精宿、W原宿，以及W驛墅。通過加盟連鎖，走一條“又輕又快“的拓展之路。 目前，W酒管已經在江蘇、安徽以及浙江展開了連鎖經營佈局。而在未來三年將有計劃有步驟的在湖南、貴州、四川、雲南、廣西等自駕游“黃金路線”密集的省份和自治區進行推廣。計劃在未來五年裡，打造出國內領先的自駕遊精品連鎖酒店網絡。 本文以W公司的輕資產轉型為例，探討傳統酒店如何在行業變革期，通過產品升級達到資產轉型，促進企業良性發展，為行業提供參考。

According to the 'China Tourism Statistics Report 2018' issued by the State Tourism Administration, the total tourism revenue in 2017 was 5.3 trillion yuan, an increase of 12.3 percent year-on-year; the number of domestic tourists was 4.88 billion, an increase of 10 percent year-on-year, equivalent to nearly four times a year of the national population; the domestic tourism revenue reached 4.4 trillion yuan, an increase of 12.5 percent year-on-year; and the tourism industry in China. The overall contribution rate to GDP has reached 10.1%, which is higher than that of education, banking and automobile industry. However, unlike the intuitive judgment that tourism is bound to boost the development of the hotel industry, China's hotel industry is in a cold winter of industry history while tourism is booming. Data show that in 2014, 12,803 people in 94.02% of star-rated hotels lost 5.921 billion yuan, the biggest loss in history. The continuous prosperity of tourism and hotel industry fall into the cold winter of the industry, the reason for this group of contradictions is that with the rapid changes in China's tourism industry, the form of China's hotel industry is self-proclaimed, no longer suitable for the development of tourism. According to a communique issued by the National Tourism Administration: 'In 2015, the proportion of self-driving tours continued to climb, and the proportion of tourists entering scenic spots through travel agencies has been rising from 60-70% in 2010 to 20-30% in 2015. Free driving has become the main way for tourists to reach the scenic spot, accounting for 75% of the total number of tourists. At the 2016 National Tourism Conference, Li Jinzao, director of the State Tourism Administration, said, 'Tourism has reached a new stage of national tourism, personal tourism and self-driving tourism.' In order to solve the contradiction between supply and demand of self-driving travel accommodation, the state has launched a number of favorable policy support at the policy level. As early as 2009, the State Council clearly put forward the 'State Council's opinions on accelerating the development of tourism' and 'Highway service areas should expand the function of tourism services. Further improve the self driving travel service system. Regulate and guide spontaneous tourism activities. In the 'Opinions of the General Office of the State Council on Further Promoting Tourism Investment and Consumption' issued in 2015, this is also a clear quantitative requirement for the construction and development of self-driving camps. In 2016, the Office of the General Office of the State Council includes the construction of self-driving camps within the scope of special supervision in 2016. W wine management company accordingly thinks: 'The traditional hotel industry, which is based on the demand of tourism and business travel, is difficult to meet the growing demand for self-driving accommodation, which has become the mainstream travel mode. The double impetus of market demand and national policy has led to a revolution in the hotel industry, which is being spurred by the rapid development of self-driving tourism. Through Market Research and industry research, W Bartender finds that self-driving tourism mode has put forward new requirements for hotel industry in many aspects, such as hotel location, room design, chain operation mode and comprehensive services. As one of the earliest Motel enterprises in China, W Bartender, with its rich experience in the field of motels, has developed a 'brand-new customized self-driving boutique hotel chain product line' - W Boutique, W Horizon, and W Post House. Through franchise chain, we should take a 'light and fast' development road. At present, W liquor management has launched a chain operation layout in Jiangsu, Anhui and Zhejiang. In the next three years, it will be planned to step-by-step in Hunan, Guizhou, Sichuan, Yunnan, Guangxi and other provinces and autonomous regions with intensive self-driving 'golden route' to promote. In the next five years, we plan to build a leading self driving boutique chain hotel network in China. Taking the light assets transformation of W Company as an example, this paper discusses how the traditional hotel can achieve the asset transformation through product upgrade in the period of industry transformation, promote the healthy development of enterprises, and provide reference for the industry.