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As a famous and early-established five-star hotel, Peninsula Beijing has an impressive developmental history, which made great achievement during the past several decades. In recent years, the changes of the hotel system, the market competition, human resources, finance problems, and so on, brought severely challenges to the Hotel. Therefore, it is important and necessary to analyze the current problems of the Hotel, and re-design its strategic plans and to formulate effective business strategies. This article uses some analytic tools such as SMART, FIVE FORCE, SWOT, etc., to analyze the internal and external environment of the Hotel. Based on these analyses, this article formulates the business strategies and action plan of the Hotel.
作为一个著名的早期成立的五星级酒店，北京半岛有一个令人印象深刻的发展历史，并取得了巨大的成就，在过去的几十年里。近年来，酒店系统的变化，市场竞争，人力资源，财务问题，等等，带来了严重的挑战，对酒店。因此，它是分析当前的酒店问题的重要性和必要性，并重新设计其战略计划，并制定有效的经营策略。本文采用了一些分析工具，如智能，五力，SWOT，等，分析了酒店的内部环境和外部环境。基于上述分析，本文制定的业务策略和行动计划的酒店。

Table of Contents

Executive Summary 3
1 Mission of the Peninsula Beijing Hotel 4
2 Specific goals of the Hotel 4
2.1 Financial goals (From 2012 to 2015) 4
2.2 Strategic goals (From 2012 to 2015) 4
3 External analysis of the Hotel 4
3.1 Five force Analysis 4
3.1.1 The analysis of existing competitors in the industry 5
3.1.2 Analysis of the potential new entrants 5
3.1.3 Analysis of the substitutes within the industry 6
3.1.4 Analysis of the bargaining ability of the supplier 7
3.1.5 Analysis of the consumers’ bargaining ability 7
3.1.6 Summary 7
4 Internal analysis of the Hotel 8
4.1 The situation of the Hotel 8
4.2 The analysis of Marketing capability of the Hotel 8
4.3 The analysis of recent years’ financial situation 9
4.4 Analysis of human resources of the Hotel 9
4.5 The organizational structure of the Hotel 10
5 Results of SWOT analysis 10
5.1 Strengths 10
5.2 Weaknesses 11
5.3 Opportunities 12
5.4 Threats 13
6 Strategies identification 14
6.1 Adopting brand strategy 14
6.2 Establishing effective strategic alliances 14
6.3 Forming business characteristics 15
6.4 Establishing market position 15
7 Recommendations 16
7.1 Improving human resource management 16
7.2 Designing organizational structure 16
7.3 Improving employees’ training mechanism 17
8 Conclusion and prospects 17
Bibliography 18

1 Mission of the Peninsula Beijing Hotel

The mission of Peninsula Hotel is to enhance the products and services of the Hotel continuously, so that it could meet the customers’ requirements, also it could prompt the Hotel’s prosperous development and provide the owner and shareholders of the Hotel with reasonable reward.