论我国星级饭店企业核心竞争力的提升—以锦江饭店为例

摘  要
    随着中国加人WTO和经济全球化的深入，国际饭店集团向国内市场大举进攻，与此同时，我国饭店业内部竞争也日益加剧。饭店核心竞争力的形成、培育与提升不是一蹴而就的，它是一个逐渐累积的过程，是企业在运作过程中形成的文化理念、人力资源、服务宗旨、与经营战略共同铸就了的品牌，也共同铸就了饭店优于别人、胜于别人的核心竞争实力。饭店核心竞争力不是整体竞争力，核心是“最关键的，最重要的”，具有独特性、难模仿性、强价值性。面对激烈的市场竞争以及“群狼共舞”的国际环境，培育提升饭店的核心竞争力是确保生存、克敌致胜的战略选择和重要法宝。如何在激烈的市场竞争中赢得一席之地，本文从企业文化、人力资源、个性化服务、网络营销四个方面来论述，并以锦江饭店为例来说明。

关键词：饭店企业，核心竞争力，提升策略，锦江饭店

ABSTRACT
   With China's accession to WTO and globalization, international hotel groups are  full-scalely come to the domestic market and at the same time, China's hotel industry inside competition is also growing day by day. The formation of hotel’s core competitiveness , cultivation and the ascension is not achieved in an action, but is a gradual process of accumulation, and also is the brand which created druing the process of forming culture ideology, human resources, service tenet, and business strategy, and these also created hotel’s core competitive power which is better than others hotels. The hotel core competitive power is not the overall competitiveness, and the core is "the most critical, the most important", unique, difficult imitation, strong valuable. In the face of the fierce market competition and "group-of-sharked" international environment, to cultivate and to ascend the core competitive power of the hotel is the strategic selection and important magic weapon to ensure survival and to get victory. This article disscuss how to win a place druing the fierce market competition from the four perspectives that are enterprise culture, human resource, individual service and network marketing, and set Jinjiang hotel as an example to explain.

Keywords: Hotel enterprise, Core competitiveness, Promotional strategy,Jinjiang hotel

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