如家快捷连锁酒店的空间扩张策略研究.doc

摘要： 随着我国经济水平的提高,国际国内商务与休闲旅游以异常迅猛的速度发展,我国进入大众化旅游时期,经济型连锁酒店在此带动下也如雨后春笋般迅速成长。本文以如家快捷经济型连锁酒店为例分析其在国内发展的空间扩张策略，分析结果表明如家快捷先在华东地区的核心城市开始扩张，之后根据区域的位置以及经济发展状况对各个区域的扩张程度不一，分别以不同程度的方式呈现出梯度扩张，且如家快捷一直以“直营店”为品牌发展重点，从而以方便在各个城市进一步扩张的策略。

关键词：空间扩张   梯度扩张   直营店   区域位置

Abstract ：Along with our country economic level improved, international and domestic business and leisure travel to the very rapid rate of development, our country enters the period of mass tourism, economy hotel chain in this drive also such as bamboo shoots after a spring rain like rapid growth. This is like a quick economic chain hotel as an example to analyze its in the development of the domestic space expansion strategy, analysis the results show that if the rapid first in East China area core city expansion began, according to the regional location and economic development of every area expansion in varying degrees, respectively, with different levels of showing a gradient expansion, and Home Inns has been " straight camp shop" for the brand development key, thereby to facilitate further expansion strategy in each city

Keywords: Space expansion，Gradient expansion，Straight camp shop，Regional location

近年来，经济型连锁酒店在中国发展迅速，成为中国酒店行业投资的热点。目前我国比较成功的经济型连锁酒店有如家快捷酒店、莫泰酒店、锦江之星等。然而，这种酒店业发展的背景是近年来中国经济发展引发的大众消费的兴起和国内大众旅游的蓬勃发展。经济型连锁酒店是当前中国酒店经营的主要业态之一，连锁经营必然导致酒店的空间扩张，因此，对于连锁酒店空间扩张的研究是经济型连锁酒店研究的主要内容。而如家快捷经济连锁酒店的空间扩张是其中很好的例子。