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1、ACKNOWLEDGEMENTSIwouldliketoexpressmygreatappreciationtoProfessorMinghao,Shenwhohelpedmeduringwritingthisdissertation.Asmysupervisor,hesetsagoodexamplebyhisbehaviors.Ilearnedfromhimnotonlyknowledgebutalsolifeattitudes.WheneverIneedhishelp,hewillmakeeveryeffortt
2、ohelpmewithmyproblem.IalsowanttothankalltheteacherswhotaughtmeinallthecoursesatMBACentreduringthepastyearsinGuangdongUniversityofForeignStudies.Ilearnedhowtoanalyzethetypicalbusinesscase,andthenfindthekeypointstosolvetheproblem.Finally,Iwanttosaythankstoallmycl
3、assmatesandfriends.Withouttheirhelpandsupport,Icouldn’thavecompletedmydissertation.iiABSTRACTJSHotelisamedium-sizedbusinesshotelinRenhuacountyShaoguancity.JSHotelwasalogisticsdepartmentofonestate-ownedminingenterprise.Withthedeepeningreformofthestate-ownedenter
4、prises,inordertoadapttotheeconomicsystemreform,andreducetheeconomicburdenoftheminingenterprise,theenterprise’shostelrestructuredtoJSHotelin2000,becomingahotelthathastheabilityofindependentaccountingandself-financing.Thehotelisanenterpriseownedbythewholepeople,i
5、tindependentlyundertakescivilandlegalliabilities.Itsexecutivepowerisstillcontrolledbythestate-ownedminingenterprise.Inrecentyears,dependingontheadvantagesofgeographiclocationandthestate-ownedminingenterprise'ssupport,thehotelhasmaintainedasteadydevelopment.Butd
6、uetothelimitationsofitsownweakmanagement,highemployeeturnover,lackofmarketingpromotion,JSHoteldidnotmakegooduseofresourcestoexertitscompetitiveadvantages.Atthesametime,alongwithDanxiaMountainscenicareabecametheWorldHeritage,thetouristsincreased,thenumberofnativ
7、eandforeignhotelsalsoincreased,JSHotelbegantofacefiercecompetitionandpressure.Theoccupancyrateofthehotelalsodeclinedseriously.JSHotel,therefore,wantstoimprovetheoccupancyrate,realizesustainabledevelopment.Anurgentneedistoformulateaneffectivestrategy.Thisthesist
8、hroughanalyzingthedevelopmentsituation,internalandexternalenvironment,advantagesanddisadvantagesofJSHotel,findsoutthereasonsoflowoccupancyrate,thendevelopsdevelopmentstrateg
