东莞五星级酒店被“摘星”，一是因为老酒店的硬件出现老化；二则因为东莞星级酒店数量过多，酒店质量有所下滑，价格普遍处于较低价位。东莞星级酒店处于低价竞争的根源何在？在目前的经济环境下，东莞星级酒店是否正步入转型期？

The dongguan five-star hotel was“Gold star”，One is because of the old hotel hardware appear aging；Second because the dongguan star hotel excessive number，The hotel has slipped down the quality，Prices generally are in a low price。The dongguan star hotel in what is the root cause of the low price competition？In the current economic environment，The dongguan star hotel is are moving in the transition period？

　

　东莞银城酒店因硬件老化被“摘星” The dongguan silver city hotel for hardware is aging“Gold star”

　　东莞星级酒店又遭“摘星”。前不久，国家旅游局公告显示，北京世豪国际酒店、天津天保国际酒店、长春海航紫荆花饭店、辽宁大连海景酒店、四川加州花园酒店贵宾楼、广东东莞银城酒店6家饭店被取消五星级旅游饭店资格。记者从广东省旅游局及东莞市旅游局方面获悉，经过复核，广东东莞银城酒店因硬件设施过于老化等原因，未达到新星级饭店评定标准，因而被“摘星”。据了解，银城酒店是东莞首家五星级酒店，它于1996年开业，开业初期承载了诸多历史意义，成为了东莞人“家门口的五星级酒店”，东莞人自己的五星级酒店。银城酒店被“摘星”，受到业界及社会强烈反应。

The dongguan star hotel and bad“Gold star”。Not long ago，The national tourism administration announcement，Beijing world house international hotel、Tianjin tianbao international hotel、Changchun hna redbud hotel、Dalian in liaoning seaview hotel、Sichuan grand hotel California garden hotel、Guangdong dongguan silver city hotel six hotels were cancelled five-star tourist hotel qualification。Reporters from guangdong tourism administration and following enterprise aspects learned，After review，Guangdong dongguan silver city hotel for hardware facilities too aging causes，Did not reach the new star hotel evaluation standard，So was“Gold star”。According to understand，Silver city hotel is the first five-star hotel in dongguan，It opened in 1996，The early days of the start carrying many historical significance，Become the dongguan“The door five-star hotel”，The dongguan their five-star hotel。Silver city hotel is“Gold star”，By the industry and social strong reaction。

　　实际上，这并非是东莞首个星级酒店被“摘星”的案例。记者了解到，2008年东莞共有星级饭店99家，截至今年6月，东莞星级饭店数量已经降至93家。但东莞五星级酒店数量仍然高达20家，在国内，这一数字仅次于北京、上海。

In fact，It is not the dongguan first star hotel is“Gold star”case。The reporter understands，In 2008 there were 99 home dongguan hotel，So far this year June，The dongguan hotel number has dropped to 93。But the dongguan five-star hotel number is still as high as 20 home，In the domestic，This number is second only to Beijing、Shanghai。

　　这么多的星级酒店，客房入住率到底有多高？市场能消化得了这么多的酒店吗？记者从最新公布的2012第一季度全国50个重点旅游城市星级饭店经营情况统计表上看到，参与报评的13家东莞五星级酒店，平均房价为567.01元/晚，客房平均出租率为44.31%。而广东省五星级酒店平均房价为703.3元/晚，出租率为54.48%。

So many of the star hotel，Guest room occupancy rate exactly have much higher？The market can digest got so many hotel？Reporters from the latest in the first quarter of 2012 50 key tourist city star hotel management on statistics to see，Participate in the evaluation for 13 home the dongguan five-star hotel，Average house prices is 567.01 yuan/night，Guest room ChuZuLv 44.31% on average。Five-star hotels in guangdong province and average house prices is 703.3 yuan/night，ChuZuLv for 54.48%。

　　一方面，东莞五星级饭店平均房价及出租率低于全省平均水平，另一方面，东莞星级饭店第一季度平均出租率也同比下滑近4个百分点。

On the one hand，The dongguan five-star hotels, average house prices and ChuZuLv below the provincial level，On the other hand，The dongguan hotel average ChuZuLv year-on-year in the first quarter also fell nearly 4%。

　　

陷入低价竞争的根源何在？ In what the root of the low price competition？

　

　中国旅游研究院院长戴斌：酒店产业结构不合理 China's tourism research institute President dai bin：The hotel industry structure is not reasonable

　　酒店经营的状况是由两方面来决定的，一是消费需求量，一是供给量。从消费需求量而言，一般分为公、商务旅游及观光休闲游，就东莞而言，观光休闲客并不多，主要靠商务、公务旅游客来打动酒店消费。但因金融危机的负面影响还未完全消失，商务客数量有所下滑，或者商务客缩减消费预算无可厚非。因此，消费量的下降，是拉低星级饭店消费水平的原因之一。

The hotel's business situation is by both to decide，One is the consumption demand，One is the supply。From consumer demand for people，Generally divided into male、Business travel and leisure sightseeing，Will the dongguan in，Tourism and leisure guest is not much，Mainly depending on the business、Business travel guest to impress hotel consumption。But because of the negative impact of the financial crisis are not completely disappear，Business travelers are down from the number，Limit consumption budget or business travelers are more criticism。so，Decline in consumption in the，Is star hotels, low level of consumer spending one reason。

　　另一方面从供应量来看，正如业界所说，东莞酒店业发展并非常态，酒店客房收入偏低，其他收入比例较高。这不难看出有政策方面的影响。

On the other hand from supply to see，As the industry said，The dongguan hotel industry development is not normal，Hotel rooms in the low income，Other income ratio is higher。It is easy to see that has the effect of the policy。

　　从两方面来看，都对东莞酒店业的发展不利，对产品结构和产业结构都有所影响。其实过于集中发展高星级酒店对东莞而言，经济状况好的时候或许不会有太大的经营压力，但当经济不景气的时候，如果没有其他中低档酒店做支撑，高星级酒店很难有较理想的入住率。形成一个金字塔型的产业结构，对于一个城市的酒店业发展才更为合适。

From two angles，Dongguan hotel industry's development of adverse，To product structure and industrial structure are affected。In fact is too centralized high star hotel development of the dongguan speaking，Economy in good may not have too big operating pressure，But when the economic recession，If no other cheap hotel do support，It is difficult to have high star hotel is an ideal occupancy rate。To form a pyramid of industrial structure，For a city of the hotel industry development it more appropriate。

　　而正是因为结构的不合理，经营状况出现不理想的状况，才会最终导致酒店质量下降。因此针对未来东莞酒店业的转型，我认为应着眼于三方面，一是产业结构需要调整，形成健康的酒店生态圈，高中低档酒店应形成金字塔型的结构；二是产品结构要有所调整，应将回归酒店业的运行本质，在客房、商务会议、娱乐等方面的比例回归正常；三是做好珠三角市场的文章，吸引周边城市的商务客到此来消费，让东莞成为真正的会议之都，而酒店也能因此发挥其正常而最原始的功能。

And because the structure is not reasonable，Business conditions in the ideal situation，Will eventually lead to the decline in the quality。So in the future the transformation of dongguan hotel industry，I think that we should focus on three aspects，One is the need to adjust the industrial structure，Formation of ecosystem health hotel，High middle-and-low grade hotel should form a pyramid structures；Second is the product structure have to be adjusted，The operation of the hotel industry should return to nature，In the guest room、Business meeting、Entertainment return to a normal proportion；Three is to do a good job in the pearl river delta market article，Attract of the neighboring cities to the business travelers are to consumption，Let the dongguan become true meeting，And the hotel can thus play to its normal and the most primitive functions。

　

“东莞现象”的弊病在哪？ “The dongguan phenomenon”Where the problems within the？

　　

广东省酒店行业协会名誉创会会长杨小鹏：难以实现质与量的并举 The hotel industry association of guangdong province honorary President and YangXiaoPeng：To realize the quality and quantity of simultaneously

　　银城酒店被“摘星”是意料之中的事，它不仅硬件设施老化，设计布局不合理，更重要的是，服务水平也很糟糕。比如区别对待客人，是政府客或是企业大客户就给予优待，而面对散客却冷眼相对，这对酒店行业而言是最忌讳的。

Silver city hotel is“Gold star”Unexpectedly，It not only hardware facilities aging，Design layout is not reasonable，More important is，The service level is very bad。Such as difference treat guests，Is the government or enterprise big customer for preferential treatment，And for the individual clients but relatively cool，The hotel industry is the most taboo for。

　　综观东莞整个星级酒店业，高星级饭店已经处于饱和状态，供过于求导致不少五星级酒店的房价只卖到三四百元一晚，这种特殊的现象也一度被业界称为“东莞现象”。在我看来，一个城市的五星级酒店数量是应该有一定比例的，消费有档次之分，而五星级饭店应当提供相应的服务标准，但显然，在东莞，并非个个五星级饭店都达到要求，而更多的依靠娱乐项目盈利，而非酒店本身项目赚钱，为了压缩成本，减少开支，维系经营，酒店本身所提供的客房、餐饮、会务等服务质量也会有所下降。

Throughout the whole star dongguan hotel，High star hotel has been in a saturated state，Supply exceeds demand leads to many of the five star hotel prices to sell only I yuan a night，This special phenomenon also once been known in the industry as“The dongguan phenomenon”。In my opinion，A city of five-star hotel number there should be a a percentage of，Consumption has class distinction，And five-star hotels, it shall provide appropriate service standards，But obviously，In the dongguan，Not all five-star hotel are to meet requirements，And to rely more on entertainment project profitability，And the hotel itself project to make money，In order to control costs，To reduce spending，Sustain business，The hotel itself provided by the guest room、catering、Meeting service quality will also fell。

　　这样的下滑并非偶然。在全球金融危机爆发之前，东莞五星级饭店有不少商务客入住，而这些星级饭店大部分是民企老板们的投资，他们想要将资金变成资产，圈地盖酒店则是较快的手段之一。但这些酒店并非走国际化道路，服务水平与国际上的五星级酒店相差甚远。

This decline was not accidental。In the global financial crisis before，The dongguan five-star hotel has many business travelers are checked in，And these star hotel Shanghai is most bosses investment，They want to put money into assets，Enclosure cover hotel is one of the means of faster。But the hotel is not the way of internationalization path，The service level and the international five star hotel far。

　　从金融海啸爆发至今，尽管经济正在处于复苏阶段，但东莞星级饭店仍然保持消费较低的水平，有些酒店甚至不能保证三分之一的高端客源。事实上，东莞星级酒店格局依托制造业而形成的，但这似乎也是有矛盾的，居民区能撑得起这些高档酒店吗？我们知道，高星级酒店的高消费一般出现在大型的商业区、金融街，或者IT业密集的地方。

From the financial tsunami that has erupted，Although the economy is undergoing a revival，But the dongguan hotel still keep consumption low level，Some hotels even cannot guarantee that a third of the high-end customers。In fact，The dongguan star hotel pattern formed on manufacturing，But it also seems to be conflicting，Residential areas can hold up these high-grade hotel？We know，High star hotel general appear in the high consumption of large business、Financial street，Or IT industry densely populated。

　　所以，如果在经济大环境未见明显好转，经济结构转换不顺畅的大背景下，要实现东莞星级饭店量与质的并举恐怕是很难的。

so，If not seen in economic environment improved obviously，The economic structure transformation cannot smooth background，To realize the dongguan hotel quality and quantity and I'm afraid is difficult。

　

　如何实现良性发展？ How to achieve a virtuous development？

　

　东莞市旅游局副局长李亚鹏：星级酒店要提升服务促转型 Following tourism bureau deputy director li：Star hotel to enhance service promote transformation

　　五星级饭店三四百元一晚并非普遍现象，在周末以及其他节假日，五星级饭店的房间价格都会有所上升，这是市场决定的。我估计今年的出租率会较去年有所下降，但幅度不大，原因是受经济大环境的影响。

Five-star hotel I yuan a night is not universally true，In the weekend and other holidays，Five-star hotel room price will be increased，This is the market decide。I estimated this year than last year the ChuZuLv will decline，But range is not too much，The reason is by the economic environment。

　　东莞酒店大部分是民营资本，星级饭店数量高达93家，是中国星级饭店最多的地级市。东莞酒店也有自己的发展生态，随着商务客的增加，酒店的数量也随之有所增长。但近年来东莞酒店质量也在不断地提升，国家旅游局对于不符合星级标准、经营不善、质量下滑的酒店予以“摘星”的惩罚，如最近东莞最老的五星级酒店银城酒店因硬件老化、达不到星级标准而难逃被“摘星”的命运。在东莞如此激烈的竞争环境下，最终还是由市场来检验。

The dongguan hotel is most private capital，Star hotel number as high as 93，Is China's most star hotel level。The dongguan hotel also has its own development ecology，Along with the increase of business travelers are，The number of hotels has increased。But in recent years the dongguan hotel quality is in constant ascension，The national tourism administration does not conform to standards of stars、Poor management of、Quality is going to the hotel“Gold star”punishment，Such as the latest dongguan's most old five-star hotel silver city hotel for hardware aging、Can not reach the standard and not be star“Gold star”fate。In the dongguan so fierce competition environment，Ultimately the market to inspection。

　　针对东莞星级酒店转型的问题，我想未来还是要以提升服务质量为重点，我们将会对市场展开调研，对酒店服务质量进行整体评估，再出台具体的监管细则。

Dongguan star hotel for the problem of transition，I think the future or to improve the service quality as to focus，We will be on the market investigation，The hotel service quality overall evaluation，On specific regulatory rules again。

　　

微观点 Microscopic point

　　@魏小安：“东莞现象”是依托制造业形成庞大的酒店格局。美国拉斯维加斯酒店众多，但它是建立在发达的娱乐业和赌博业之上的，东莞却在一个工厂林立的地方涌现这么多的酒店，这在全世界都不多见的。

@ WeiXiaoAn：“The dongguan phenomenon”Is relying on manufacturing form giant hotel pattern。Las Vegas hotel many，But it is based on the entertainment industry and developed on gambling，But a factory in dongguan dominate the place that so many of the emerging hotel，This rare all over the world。

　　@王大悟：东莞酒店业的发展得益于东莞制造业的发展，那么谈它的未来发展，也要看未来东莞的制造业能否持续发展下去。另一方面，土地价格便宜的时代已经过去，从城市和政府的角度而言，必须在硬件上和软件上提供更好的环境，才能让那些大的国际企业留在东莞。

@ is king：The dongguan hotel industry's development benefit from the development of the manufacturing industry in dongguan，So talk about its future development，See to it that the future of dongguan, manufacturing the sustainable development down。On the other hand，The era of cheap land prices have in the past，From the city and the government's viewpoint，In the hardware and software to provide a better environment，To let those big international enterprise in dongguan。

　　@马勇：东莞酒店业应首先解决主题定位问题，应在粤港澳整个地区来树立品牌。同样是承办会议，会议设施的配备、人员服务等，都可独具特色

@ MaYong：The dongguan hotel industry should be addressed first theme orientation，Should be in the whole area of guangdong, to build up the brand。The same is the meeting，Meeting facilities、Personnel services，Can be unique