区域性经济型连锁酒店的扩张与收缩——基于南苑e家的案例研究

本文以宁波南苑e家商务连锁酒店为例,分析区域性经济型连锁酒店扩张行为。从扩张模式、地域范围、经营方式以及品牌发展角度,将南苑e家的扩张划分为:单品牌单模式地区性扩张、单品牌多模式跨区域扩张和双品牌战略收缩3个阶段。在此基础上总结南苑e家的扩张规律,指出其扩张以接触扩张为主,伴有等级扩张。认为坚守核心业务,坚持自创品牌,坚持因时因势而变是其在竞争日趋激烈的经济型连锁酒店市场中,站稳脚跟并健康发展的三个关键。

District economy style chain hotels expansion and shrink Case research based on Nanyuan e house

Taking nanyuan e jia business chain hotel in ningbo for example, this paper analyzes the expansion behaviors of regional economy chain hotel. From the following four points of view of expansion mode. regional scope, business operation, and brand development, the expansion process can be divided into three stages：single brand and single mode small regional expansion, single brand and multi -mode cross-regional expansion, and dual brand strategic contraction expansion. Accordingly, further analysis of the expansion law can be summarized,which indicates that nanyuan e jia ceonomy chain hotel gives priority to contagious expansion, accompanying with hierarchy expansion. Also, sticking to the core business, insisting on its own brand and persisting in changes according to the situation and tendency are the three keys to achieving its position and obtaining the steady development in the increasingly fierce competition.