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I. Introduction In the case of a fairly high degree of internationalization of the tourist hotel market, China's tourist hotel service trade is still in the stage of "local export trade" because of its late start, and the international operation of the hotel industry has not yet formed (hotels currently engaged in overseas operations do not belong to the hotel industry). Accordingly, hotel chain groups from the United States, Japan, Switzerland and other countries have infiltrated into China's hotel industry. 1993, there were 498 foreign-funded hotels in China, accounting for 19.5% of the total number of foreign-funded hotels, among which more than 150 hotels were managed and operated by international hotel chain groups (China Tourism Yearbook, 1993). These foreign-funded hotels are all middle and high-end hotels, occupying a prime location of a tourist center city, with outstanding reputation, developed information and convenient transportation. Most domestic-funded hotels in China are fragmented, and they are caught in the limited internal consumption competition outside the international hotel joint reservation system, and their economic benefits are not good. The existing dozens of established hotel groups are mostly semi-tight and loose groups linked by administrative power ties, which are small in scale and weak in strength, and basically do not have the advantage of competing with foreign hotel groups. Therefore, it is generally believed that the hotel industry in China does not have the conditions for foreign direct investment, and it will take decades to develop. At present, it is imperative to establish hotel chain groups in China to enhance the competitive advantage of domestic hotels. Occupy a larger share in the tourism market eroded by foreign hotel groups to expand local export income. Therefore, at present, when domestic theoretical circles are discussing the transnational operation modes of large-scale economic and trade groups, large-scale industrial enterprise groups and large-scale bank financial groups, almost no one mentions the transnational operation of China's tourist hotel industry. We believe that tourist hotels in China have the conditions and opportunities for transnational operation. So, where are these conditions and opportunities reflected? According to these conditions, how to determine the entry area and entry mode of transnational operation of China tourist hotel industry, how to develop strengths and avoid weaknesses, and how to operate flexibly to form a greater competitive advantage? This paper intends to discuss the above problems. Second, the advantages and opportunities of transnational operation of China's tourist hotel industry In the 1960s and 1970s, experts from multinational corporations, represented by Wells, conducted extensive research on the theory and practice of international direct investment, and believed that developing countries could develop their own foreign direct investment while introducing foreign capital and advanced management technology. For more than ten years, China's tourist hotel industry has been learning from excellent international hotel companies with an open mind, and has already possessed certain conditions in terms of quality of enterprise, operating advantages and ownership nature. At the same time, the new trend of international tourism development in the 2 1 century also provides challenging market opportunities, which makes it possible for China's tourist hotel industry to operate internationally. (1) quality of enterprise

China's tourist hotel industry is the product of reform and opening up, and its purpose is to develop international tourism and promote domestic tourism. Therefore, from the first day of production, enterprises have devoted themselves to the international market, paying attention to economic benefits and establishing a sense of competition. While other domestic industries are still changing from production to management and from inward-looking to outward-looking, the tourist hotel industry has been struggling in the international tourism market for more than ten years, and has gradually integrated with the international market in terms of business model, management concept and marketing concept, laying a good foundation for the internationalization process of enterprises. (B) Commercial advantages

China's tourism and hotel industry is mostly small and medium-sized enterprises, with weak strength and no absolute advantage in the world. However, at this point, we can learn from the experience of Hongkong and Taiwan Province Province. Their textile, clothing and electronic processing enterprises are mostly small and medium-sized enterprises. These enterprises transferred their relatively more advanced or applicable technologies, products or management skills to developing countries as host countries, and made use of their comparative advantages to make foreign direct investment in these low-tech industries, and achieved success. If this concept is applied to the tourism and hotel industry in China, we will find a new world of foreign direct investment in China hotel industry.

1, management advantages

Although the scientific management of modern hotels in China started late, represented by some excellent hotels and hotel management enterprises, it has quickly approached the international level. Compared with some developing countries and regions in Asia-Pacific, Africa, Latin America and Eastern Europe with less developed tourism, less prosperous economy and relatively closed mind, it already has relative management advantages.

Since 1988 the State Council General Office approved the establishment of hotel management companies, there have been more than ten hotel management companies in China, among which Shanghai Jinjiang Hotel Management Company has the greatest influence in China, managing more than ten hotels, forming a Jinjiang model with the characteristics of hotel management in China, which fully embodies the seriousness and standardization of advanced hotel management experience in the world today and the rich oriental sentiment and human touch of China as a country of etiquette. In the contest with internationally renowned hotel management groups, it gained a firm foothold and became the 75th famous hotel management company in the world (Hotels, 1993). Generally speaking, the relative advantages of hotel management in China can be summarized as "adhering to international standards, learning from others' strengths and forming its own system". The performance is as follows: (1) information advantage: in the market research, collect information extensively, grasp the dynamics, characteristics and development trend of the international tourism market, and the new ideas, concepts and methods of group management of internationally renowned hotels; (2) Cohesion: Make full use of the human factors of oriental management to establish and develop harmonious interpersonal relationships within the enterprise; (3) Talent advantage: according to the international standards of hotel management, a large number of middle and senior management talents, technical talents and special professionals are trained and brought up, and foreign management experts are hired.

2. Product advantages

The products provided by tourist hotels are food, accommodation and various services to meet the needs of customers as much as possible. China's hotel industry can have advantages in at least the following three aspects (to some extent, it can also be called absolute advantages).

(1) unparalleled oriental cuisine

Food supply is not only a magic weapon for hotels to attract customers, but also the main source of operating income. China's rich food culture not only makes China people at home and abroad forget it, but also makes foreigners salivate. China restaurants, large and small, are all over the world. Although the food they provide is far from authentic, they are still full of customers, which shows the strong attraction of China cuisine. In ancient China, anti-tourism guest houses paid great attention to the quality of food and wine, and now hotels are also vigorously developing special dishes and paying attention to the supply of western-style dishes. Food supply has become a major advantage of China hotel industry.

(2) Emotional service with oriental cultural background

The service advantage of China Hotel lies in the emotional service with the profound and mysterious oriental culture as the background. This service covers a wide range and forms, emphasizing eastern culture and western culture.

(3) The perfect combination of China traditional architectural design style and modern facilities and equipment.

Compared with the tall, gorgeous and large-scale American-style standardized hotels, the gardens and courtyards, bridges and flowing water, palaces and pavilions, carved beams and painted buildings in China's grand hotels often give people a refreshing feeling, and with the perfect modern facilities inside, many tourists who are obsessed with oriental culture can appreciate both ancient civilization and modern civilization.

3. Network advantages

The internationalization of enterprises has a considerable relationship with their network advantages. After ten years of vigorous development, China tourist hotel industry has already possessed certain network advantages, which are embodied as follows:

(1) While attracting foreign investment, China's tourism and hotel industry has established good cooperative relations with many famous international hotel groups, including American Holiday, Sheraton, Hyatt Regency, Ramada, Hilton, Nande, French JAL, Nomura, Shindagu, Tokyo Express, First Hotel, Asahi, Okura and Westin. Singapore's joint venture international store management group and Great Wall Company, Britain's Feng Jiamei Group, and Hongkong's New World, Peninsula, jing xing, Miramar, Dynasty, Pacific and Shangri-La Group (China Tourism Yearbook, 1993). Since these groups have established a considerable market position in the networks of many countries and regions in the world, our tourist hotels (especially joint venture and cooperative hotels) can form strategic alliances with these groups in the exchange of market and marketing networks, and build new networks with the help of these groups' network relations in the host country. A more feasible plan is to jointly invest with them, build hotels in the local area and maintain a relatively loose form of cooperation.

(2) As the upstream enterprise of China's tourism and hotel industry, travel agencies have established extensive and good relationships overseas. 1993, China international travel service realized the networking of the world computer reservation network, and established a more direct and solid relationship with 350,000 retailers in major countries and regions around the world (China Tourism Yearbook, 1993).

(3) As a pioneer of overseas investment, China catering industry has accumulated a lot of experience in transnational operation and established local network relations, which has laid a certain foundation for the entry of China tourism and hotel industry. (3) the nature of ownership

Among many international enterprises today, the relative importance of state-owned enterprises in national and international economic relations is growing quietly, and the possible advantages of enterprises owned by the whole people in the process of internationalization cannot be ignored. Large and medium-sized hotels in China are basically state-owned enterprises. Although there are many disadvantages in the operation mechanism, from another perspective, it is also conducive to the government to set up international hotel groups in a planned way, gather the strength of one place or even one country, and push enterprises to the unpredictable international market. (4) Market opportunities

The new trend of the world tourism market in the 1990s and the beginning of the next century will be beneficial to the internationalization of China's tourist hotel industry. To sum up, there are at least the following points:

1. According to the forecast of the European Tourism Bureau, there will be a market dominated by tourists from Brazil, Mexico, Argentina, Venezuela and many developing countries in the Middle East in the next decade. These tourists have not been monopolized by internationally renowned hotel chains before, and their consumption level is not high and their consumption habits are unique. They tend to choose small and medium-sized hotels with moderate prices, affordable services, harmonious atmosphere and flexible operation.

2. The World Tourism Organization announced in 1993 that in the next 20 years, the growth rate of tourism in East Asia and the Pacific will be ahead of other regions, and the annual growth rate of international tourists from outside this region will exceed 7%. China, Japan, Singapore, Thailand and Australia are all well-established destinations, while Indonesia, Malaysia and the Philippines are still underdeveloped destination countries, but they are currently in a period of rapid construction or recovery.

With the strengthening of overseas trade and economic development in Asian countries, many residents' economic ability and interest in overseas travel have soared, which has led to the rapid expansion and liberalization of overseas travel in this region. Its characteristics are as follows: (65,438+0) Due to the blood ties and trade ties between countries in this region, overseas tourists from these countries prefer local tourist attractions when choosing their destinations; (2) With the increasingly active economy in the Asia-Pacific region, the United States and Europe will also become hot spots for sightseeing and business travel; (3) Most of the overseas tours in this area are domestic middle-class sightseeing, leisure and business tours, and more fixed-point, short-term and medium-priced tourist routes are selected. At the same time, corporate incentive tourism and conference tourism are also quietly emerging. Because overseas tourists from Asian countries have similar blood relationship, cultural background, customs and consumption level, the management service style of China hotels is closer to the psychological needs of these customers than American standard hotels.

Experts predict that many western tourists will increase their demand for small hotels because they are tired of American-style big hotels. Moreover, "in the future, it is not only modern hotels that can succeed, because nostalgia is a demand. Or write this. . /view/b2db 16e 9856 a 56 1252d 36ff 8 . html