摘要:酒店的竞争力提升对酒店的未来发展将起到重要的作用，天成大酒店是位于四川广元市的一家年轻的五星级酒店，在竞争激烈的酒店行业中，酒店要持续发展，必须要提高该酒店的竞争能力。

　　　本文着重从竞争的角度对天成大酒店的发展进行分析。首先，本文解释了酒店的竞争力，并且分析了竞争力与酒店发展的重要关系。其次，在行业背景的分析中，主要从我国高星酒店的发展现状与影响高星酒店发展的因素两方面来分析，发现位于西部的天成大酒店具有较好的发展前景。

　　　对于天成大酒店发展现状的研究，本文主要从社会经济、酒店相关行业、竞争状况、市场状况等方面着手，分析发现天成大酒店的整体发展状态良好，但也存在部分问题。这些问题主要概括为五个方面，分别是品牌、个性化经营、网络建设、人才及服务等方面。

　　　最后，针对各项问题，本文依据酒店管理理论与国内外先进酒店的发展经验以及天成大店的自身状况，提出了适当的建议，为其提高整体竞争能力提供帮助。

关键字：市场营销  酒店   竞争力   发展策略

ABSTRACT:Regarding the future development of the Tiancheng hotel strategy to provide advice and reference, to help enhance the overall competition ability, Tiancheng hotel is a five-star hotel, located in Sichuan province in Guangyuan city, In the fierce competition in the hotel industry, hotel to sustainable development, must improve the hotel's competitive power.

　　　This article emphatically from the Angle of competition Tiancheng hotel development is analyzed. First of all, this paper explains the competitiveness of the hotel, and analyzed the competitiveness and the relative importance of hotel development. Secondly, in the analysis of the industry background, mainly from the our country high star hotel development present situation and the factors affecting the development of high star hotel two aspects to analysis, found that is located in the west of Tiancheng hotel has good prospects for development.

　　　Tiancheng hotel development present situation research, this article mainly from the social economy, the hotel industry, competition situation, market conditions and other aspects, the analysis found the whole development of Tiancheng hotel in good condition, but there are also part of the problem. These problems mainly summarized as five aspects, respectively is, personalized management, network brand construction, talent and service.

　　　Finally, aiming at the problems, this paper based on the theory of hotel management and the development of domestic and foreign advanced hotel experience and Tiancheng big store condition, proposed the appropriate suggestion, to help enhance the overall competition ability.

Keywords：Marketing；Hotel；Competitiveness；Development strategy