The Langham Xintiandi Shanghai Analysis Report--留学生Report代写范文

留学生Report代写范文:“The Langham Xintiandi Shanghai Analysis Report”，这篇论文主要描述的是上海经济的快速发展已经使上海成为了目前亚洲经济发展最有活力的城市，上海酒店行业的竞争也是非常的激烈，朗廷新天地是上海一间有着数年发展历史酒店，但是要如何去顺利经济发展的要求和抓住发展的机遇，这已经成为了新天地朗廷酒店管理需要思考的问题。

Shanghai has become one of Asia's most economically dynamic cities, and its economic strength is still growing (Chen & Peng, 2014, p. 56), based on its optimistic view of the market in Shanghai, the Langham Xintiandi Shanghai, which belongs to Langham Hotel was Opened in October 2010 in Shanghai (The Langham Hospitality Group, 2010). Currently, there are 66 five-star hotels in Shanghai (Zhan & He, 2012, p. 1452), in an increasingly competitive market environment, how the Langham Xintiandi Shanghai plays the roles of its strengths to make up for their own weaknesses, how to use their opportunities to respond to their threats become the problems that the management of the Langham Xintiandi Shanghai needs to take into serious consideration.

2.0 Procedure 程序

This repot makes use of a qualitative research approach and takes desk research as the research method. The author was based on collecting relevant business investigation reports, periodicals, books and other data, information with high reliability, through SWOT model to analyze the strength, weakness, opportunity, threat to finally put forward recommendations on the hotel's future development strategy based on the results of the SWOT analysis.

3.0 SWOT analysis SWOT分析

3.1 Strength

3.1.1 Good hardware facilities

The Langham Xintiandi Shanghai is a 24-storey hotel with 357 rooms and suites, as well as banquet halls, conference rooms, spa centers combining with elegant and modern styles (The Langham Hospitality Group, 2010). High-end, sound hardware facilities can meet needs of all kinds of meetings, business, leisure activities.

3.1.2 High quality service

Staff of the Langham Xintiandi Shanghai adheres to a high standard of quality of service, they pay attention to every detail in service process to provide customers with distinguished and personalized service, and thus establishing a close relationship between the hotel and their customers (The Langham Hospitality Group, 2010).

3.1.3 Superior location

The Langham Xintiandi Shanghai is located in the vicinity of Shanghai’s fashion landmark- Xintiandi, it is very close to the Central Business District and 20 minutes way to the Hongqiao Airport, 45 minutes way to the Pudong International Airport (The Langham Hospitality Group, 2010). Around the hotel, there are internationally renowned restaurants, outdoor cafes and entertainment centers. The hotel is one of the luxury hotels which have the most privileged locations in Shanghai (Gu, Ryan & Yu, 2012, p. 63).

3.2Weakness

3.2.1 Less popularity

The Langham Xintiandi Shanghai was opened on October 1, 2010. Before its opening, there has been more than 30 five-star hotels in Shanghai (Gu, Ryan & Yu, 2012, p. 56), as a later contender, it is still insufficient in the visibility and brand influence.

3.2.2 Location disadvantage

The hotel is located in Shanghai's prime location, such location is very convenient for customers to reach, but it also limits the hotel to provide sufficient space for customers’ outdoor activities as well as adequate parking space, while there is poor air quality in Shanghai (Qiu, Ye, Bai & Wang, 2015, p. 89), traffic jam will also affect some customers’ will to come to the hotel.

3.3 Opportunity

3.3.1 Development of the tourism industry

The 12th Five-Year Plan in China clearly defines taking tourism as a national strategic industry, the tourism revenue will grow at a rate of 12% per year (Qiu, Ye, Bai & Wang, 2015, p. 98). The rapid development of tourism promotes the rapid development domestic leisure tourism in China, especially rapid development of the holiday tourism market, which also provides a new growth point and investment opportunities for the development of China's luxury hotel market.

3.3.2 Infrastructure improvement

Greatly improved China's economic development, transportation, more flights, highways and high-speed rails largely promote the development of the tourism in China, which has also brought a lot of tourists for the development of the hotel industry (Yang & Cai, 2015, p. 242).

3.4 Threat

3.4.1 Excess supply

Because of China's promising market prospects, Sheraton, Marriott, Hilton and other international brands have opened five-star hotels in Shanghai (Yang & Cai, 2015, p. 253). In the competitive pressures arising from over-investment, five-star hotels are forced to reduce prices, therefore, they have to drive down costs, so the quality of service decreases accordingly (Chen & Peng, 2014, p. 53).

3.4.2 Dropped occupancy rate

In the background of global economic slowdown and China’s sumptuary policy, in the first half of last year, the occupancy rate of some five-star hotels in Shanghai was less than 1 percent, many luxury hotels were hardly break-even (Yang & Cai, 2015, p. 248).

3.4.3 Homogeneous competition

Homogeneous competition between many hotels makes them unable to bring a unique consumption experience to consumers (Zhan & He, 2012, p.1460), leading to less customer loyalty (Gu, Ryan & Yu, 2012, p. 63).

4.0 SWOT matrix SWOT矩阵

Based on the SWOT analysis results, the author summarized the following SO, ST, WO, WT strategies for the Langham Xintiandi Shanghai.

SO strategy: it should utilize its strengths in hardware facilities, service and location to attract more travelers and tourists from leisure and travel markets.

ST strategy: it should further enhance and maintain its strengths in hardware and software facilities to lay the foundation for improving occupancy rates, while creating difficulty for other competitors in imitating its strengths.

WO strategy: through propaganda of the network, travel agencies, radio and other channels, it can improve the influence and visibility of the hotel for tourists, business travelers, while foreign guests pay more attention to traffic convenience, they do not have demands for parking facilities, which can be offset its weakness in location.

WT strategy: it can implement popularized strategy, through strict cost control, more standardized service standards, more targeted brand marketing measures to develop middle-end consumer market, which will help to deal with the problems of oversupply and low occupancy rate of high-star hotels.

5.0 Conclusion 结论

It can be seen through the SWOT analysis results that the Langham Xintiandi Shanghai has strengths in its good hardware facilities, high quality service, superior location. Its weaknesses lie in the relatively low brand awareness, shortcomings in the location. The opportunities facing include the development of the travel industry and the infrastructure improvement in China, which will bring the hotel industry a large number of guests. The threats include excess supply, dropped occupancy rate, homogeneous competition in the hotel industry. The author was based on the SWOT analysis results to summarize the SO, ST, WO, WT strategies for the Langham Xintiandi Shanghai, in future, a suitable development strategy from the strategies recommended according to its actual situation. In order to ensure the future success of the hotel in its management strategy, it needs to be further improved in the following three aspects.

First, the hotel should establish a scientific training system to improve employees’ service level and management staff’s management capabilities, so as to improve service quality and enhance the competitiveness of the hotel. Second, the hotel should segment its market, according to the characteristics and needs of the target customers to develop different personalized service measures to achieve the purpose of improving customer satisfaction. Finally, it should pay attention to further use of scientific and technological means in hotel management, communication, marketing and other aspects to lie the foundation for the hotel to improve management efficiency, customer satisfaction and brand awareness.

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