【正文】 ..................................................................................49三、總供給－需求狀況 ..........................................................................................49本章小結(jié) ..................................................................................................................50第四章 行業(yè)成本與贏利 ..........................................................................................51本章概要 ..................................................................................................................512 / 149一、全行業(yè)不景氣，僅有 20％酒店贏利 .............................................................51二、行業(yè)贏利集中于兩個(gè)熱點(diǎn)：五星級(jí)酒店、經(jīng)濟(jì)型酒店 ..............................52五星級(jí)酒店 ....................................................................................................52經(jīng)濟(jì)型酒店 ....................................................................................................53三、酒店行業(yè)的成本、定價(jià)和收入 ......................................................................54投資成本與客房定價(jià) ....................................................................................54酒店收入來(lái)源及利潤(rùn)分布 ............................................................................55酒店日常運(yùn)營(yíng)成本構(gòu)成 ................................................................................56資料：2022022022 全國(guó)星級(jí)飯店?duì)I收統(tǒng)計(jì) .............................................57國(guó)家旅游局：2022 全國(guó)星級(jí)飯店?duì)I收情況 .....................................................57國(guó)家旅游局：2022 全國(guó)星級(jí)飯店?duì)I收情況 .....................................................59國(guó)家旅游局：2022 年全國(guó)旅游飯店?duì)I收情況 .................................................60一份權(quán)威的《2022 中國(guó)飯店業(yè)統(tǒng)計(jì)》顯示的 2022 中國(guó)酒店?duì)I收狀況： ...62本章小結(jié) ..................................................................................................................63第五章 行業(yè)競(jìng)爭(zhēng)結(jié)構(gòu) ..............................................................................................64本章概要 ..................................................................................................................64一、盈利分布高度不均衡帶來(lái)的競(jìng)爭(zhēng)影響 ..........................................................65二、行業(yè)中現(xiàn)有企業(yè)的競(jìng)爭(zhēng) ..................................................................................65五星級(jí)酒店熱風(fēng)靡全國(guó) ................................................................................65高星級(jí)酒店市場(chǎng)爭(zhēng)奪向下延伸 ....................................................................66經(jīng)濟(jì)型酒店市場(chǎng)競(jìng)爭(zhēng)一觸即發(fā) ....................................................................67各大國(guó)際飯店集團(tuán)在中國(guó)市場(chǎng)的擴(kuò)張行動(dòng)及計(jì)劃 ....................................68 ....................................................................國(guó)際飯店集團(tuán)在中國(guó)競(jìng)爭(zhēng)的五大特征..............................................................................................................................72三、行業(yè)競(jìng)爭(zhēng)地區(qū)個(gè)案：上海、昆明 ..................................................................73上海：行業(yè)穩(wěn)健發(fā)展，市場(chǎng)基本穩(wěn)定 ........................................................73昆明，過(guò)度投資帶來(lái)惡果 ............................................................................77重慶：五星標(biāo)間跌破四百元 ........................................................................77本章小結(jié) ..................................................................................................................79第六章 行業(yè)新進(jìn)入者的戰(zhàn)略分析 ..........................................................................80本章概要 ..................................................................................................................80一、基于行業(yè)新進(jìn)入者特定角度的戰(zhàn)略分析流程 ..............................................81二、行業(yè)市場(chǎng)的細(xì)分方法：三維細(xì)分法 ..............................................................82三、初選：目標(biāo)細(xì)分市場(chǎng)初步選定（三維市場(chǎng)細(xì)分＋SWOT 分析） .............83新進(jìn)入者自我認(rèn)知及投資策略（簡(jiǎn)明 SWOT 分析） ..............................83 “地區(qū)＋等級(jí)＋業(yè)務(wù)“三維市場(chǎng)細(xì)分及分析 ..............................................84初選結(jié)論：兩個(gè)目標(biāo)細(xì)分市場(chǎng) ....................................................................90四、再研究：初選目標(biāo)細(xì)分市場(chǎng)波特模型變型及分析 ......................................90 ................................................................................................二線城市五星級(jí)酒店”..............................................................................................................................91 .......................................................................................二、三線城市經(jīng)濟(jì)型酒店”..............................................................................................................................92五、評(píng)價(jià)：兩個(gè)初選目標(biāo)細(xì)分市場(chǎng)分析比較及評(píng)價(jià) ..........................................943 / 149波特模型分析結(jié)論比較 ................................................................................94 “產(chǎn)出－投入”分析結(jié)論比較 ......................................................................95波士頓矩陣分析 ............................................................................................95六、結(jié)論：“二、三線城市經(jīng)濟(jì)型酒店”是最佳投資選擇 ..............................96本章小結(jié) ..................................................................................................................97全文結(jié)語(yǔ) ......................................................................................................................98附件 五星級(jí)酒店投資再研究 .........................................................................100一、中國(guó)五星級(jí)酒店市場(chǎng)狀況 ............................................................................100波及全國(guó)的五星級(jí)酒店熱 ..........................................................................100過(guò)度投資已露端倪：以南京為例 ..............................................................1022022 年 10 月下旬全國(guó)部分大城市五星級(jí)酒店房?jī)r(jià) ...............................103從數(shù)據(jù)看中國(guó)五星級(jí)酒店市場(chǎng)的特征 ......................................................108二、五星級(jí)酒店的投資效益及投資方式 ............................................................109投資效益的六個(gè)來(lái)源 ..................................................................................109投資和管理酒店的六種模式 ......................................................................110三、五星級(jí)酒店的管理 ........................................................................................112五星級(jí)酒店的組織結(jié)構(gòu) 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