Yangshan Xiong Feng Hotel

Until recently, Sunshine Jinshan Hotel was one of the major hotels in this area, which was famous for its Taishan landscape and the convenience of being close to temples and exhibition halls.

However, a large international hotel chain recently opened in this area. This new hotel is modern, fashionable and cheap. Unlike Sunshine Jinshan Hotel, there are many restaurants and leisure facilities, and all rooms have bathrooms.

This hotel is a new branch of an international hotel chain with a global network system, and customers can book online. On the contrary, Sunshine Jinshan Hotel does not have this global network system at present, so it is difficult to compete with it.

This has a great impact on the operation of Sunshine Jinshan Hotel, so that the performance and sales of the hotel have declined. Yin Lanji, the manager of the hotel, has been working in this position for many years. He couldn't believe that his luck was over and his business was threatened.

But this is not only the performance of hotel problems, but also related to the hotel management model. What customers pay attention to is definitely not the profit maximization goal of the enterprise. "Quality" does not seem to appear on Yin Lanji's agenda, and there is no much-needed capital investment to improve the appearance of the hotel.

At the same time, there are some other basic problems. There seems to be no really effective management structure in the organization, which leads to poor communication and high employee turnover rate. In addition to these, many existing employees are ready to leave Sunshine Jinshan Hotel to work in new international hotels.

In addition, there is the problem of planning. Because of the success of Sunshine Jinshan Hotel, Yin Lanji never felt the importance of a formal plan. The present situation makes him seriously consider this problem, because he doesn't know what to do next.

Yin Lanji realized that many changes must be made to make Sunshine Jinshan Hotel brilliant again. These changes must reflect the need to improve service and implement effective management before he loses the market.

2 1.(20 points)

(1) Inspired by the newly-opened hotel chains in this area, try to point out that Sunshine Jinshan Hotel has not made an overall improvement plan.

Four defects brought by enterprise performance plan. (8 points)

(2) Try to describe the three disadvantages of taking "profit maximization" as the sole business objective. (6 points)

(3) List the strategic goals that Yin Lanji may set for the future of the hotel. (6 points)

22.(20 points)

(1) Please give four examples to illustrate how Yin Lanji can reduce the high turnover rate of hotel employees. (8 points)

(2) Yin Lanji realized that if he wants to improve the management style of the organization, he must rebuild a suitable organizational structure. Please write three organizational structure schemes that Yin Lanji can introduce into the hotel. (12)

The second part of the answer (out of 40 points)

(This part includes 23-26 questions, each with 20 points. Choose two questions to answer, not more than one, more than one.

Only score according to the first two selected questions)

23.(20 points)

(1) List four factors that have caused changes in the organizational environment of enterprises in recent ten years, and give examples. (12)

(2) Illustrate the concept of management span with examples and discuss its influence on employees in the organization. (8 points)

24.(20 points)

(1) Please explain the importance of environmental analysis when enterprises make long-term planning, and give examples. (10)

(2) Summarize the importance of marketing and describe its relationship with other functions in the organization. (10)

25.(20 points)

(1) Explain the purpose of establishing corporate vision and its mission. (8 points)

(2) Describe the roles of executive directors and non-executive directors, and give examples. (8 points)

(3) What are the advantages of having non-executive directors on the board of directors? (4 points)

26.(20 points)

(1) Explain the difference between for-profit organizations and non-profit organizations in terms of objectives, and give examples. (10)

(2) Select and describe a public organization in China and its functions, and illustrate its overall strategic objectives with examples. (10)