复旦大学工商管理硕士，现任宁波南苑集团股份有限公司常务副总经理，宁波南苑商务旅店连锁股份有限公司总经理。多年从事高星级饭店管理工作，对高星级饭店和经济型酒店管理有独特的见解。
近年来，随着中国社会经济的发展，百姓消费能力的不断提高，经济型酒店在中国显现出日益广阔的市场前景。风格特异、简约时尚的经济型酒店近两年发展迅猛，多家连锁店扯旗开张，显现出它的蓬勃生机。在宁波，活跃的经济环境、和谐的人文环境和不断提升的城市魅力，催生了商贸、旅游活动的进一步繁荣，这正是经济型酒店在宁波良好发展的市场基础。宁波南苑集团旗下的“南苑e家”商务连锁旅店就是其中之一，2005年底开业至今的“南苑e家”，已把希望的种子撒播到宁波各地以及周边其他经济发达地区，并大踏步地向全国发展，拟定了在全国开200家经济型酒店的宏伟蓝图。近日，就经济型酒店的有关问题采访了宁波南苑商务旅店连锁股份有限公司总经理张宁象先生。
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记者：目前，全国经济型酒店的整体情况及存在的问题？
张总：目前，国内成型的经济型酒店品牌大概有50个左右，有市场就会有资金投入。经济型酒店已成为一个竞争过度的行业，低投入、高回报，使得众多的资本纷纷进入经济型酒店这个领域。因此，国内经济型酒店的竞争已处于无序状态。一是价格混乱或在价格上玩噱头；二是炒作概念，一些星级酒店及招待所都纷纷打经济型酒店牌；三是单兵作战多；四是疯狂扩张。利润诱惑的背后却隐藏着利润陷阱，更严重的是它影响了经济型酒店整个行业的健康发展；五是目前在搞经济型酒店的投资者绝大多数都无酒店业的行业背景。因此，存在大量的酒店管理隐患。所以，总体上讲目前整个经济型酒店行业在核心人才、创新型人才掌控，系统理解市场与客户的能力，整合社会资源和企业内部资源的能力，品牌整合及文化锻造能力，低成本运作能力等方面存在非常大的欠缺。随着竞争的加剧，物业等成本的日益加重，酒店的盈利能力将越来越弱，众多的品牌将面临重新洗牌的局面。届时，雄厚的资金实力、高效的管理团队以及有效的营销系统将成为最终胜出的关键。
记者：南苑e家在成长过程中是如何发展自己的品牌？
张总: 南苑e家在保证品牌的品质、信誉的前提下运营，从而使服务不走样。因此，在工程装修、人力资源管理、培训质检、营运服务、营销、评估等方面建立起规范的运作标准体系。我们要解决的就是品质与标准问题，进而提高我们的复制能力和品牌培育能力，为“南苑e家”品牌推向全国做好准备。
“经济、精致、惊喜”，成为“南苑e家”商务连锁旅店的经营理念。作为一个新兴业态，“南苑e家”更着眼做长线品牌，在众多经济型酒店中突出高品质。在南苑e家的多家门店内你可以看到，酒店大堂虽小但精巧雅致，每家连锁店的客房都配备24小时冷热水、空调、电视、国际国内直拨电话、宽带等多项设施。猎头.酒店同时还提供自动售货机、商务中心、旅游预订等多项温馨服务。我们在建造和服务上，对每家门店的要求都力求使客人有时尚、舒适、经济的感觉，为前来住店的旅客营造一个高性价比的温馨商务之家。
记者：南苑e家发展速度之快，张总能介绍一下今后的发展目标吗？
张总：“南苑e家”根据“经济型定位，连锁化运营；精致与舒适为特色”的原则，将连锁店分布到国内各主要的经济发达城市。根据规划，至2008年底，南苑e家门店将发展到50家；到2010年底，门店将增至100家以上。通过向全国各地辐射，最终在全国达到200家以上的连锁规模。并以南苑商务连锁旅店为终端，广泛整合旅游、票务、电子商务等资源，打造成国内商务经济型酒店的行业领先者，并将在境外上市，使南苑品牌从区域性强势品牌走向全国性品牌。
Nanyuan Inns, which is founded in the end of 2005, has established its chain hotels in and around Ningbo, and will extend their business to other cities. The hotel also plans to run 200 chain hotels nationwide. Recently, the writer has had an interview with Mr. Zhang Ningxiang, the general manager of Ningbo Nanyuan Business Inns Co., Ltd. Zhang Ningxiang.
Writer: Could you introduce us the whole situation of the national business hotels and the existing problems?
Mr. Zhang: At the present time in China, more than 50 mature brands of business hotels compete against each other. There is investment where there is market. Many investing capitals are pouring for the low cost and high profit of business hotels, which exacerbates the competition. So the competition among international business hotels is disordered. The disorder is reflected by the following 5 problems: Firstly, the prices are in chaos and tricks are played on the prices; secondly, the conception of business hotels is wrongly used by the star hotels and some guest houses; thirdly, compete with the rivals alone; fourthly, the scale of some business hotels are crazily enlarged. The alluring big profit and quick return seriously influence the healthy development of the business hotel industry, and under the cover of alluring great return, there is trap of profit. Fifthly, most of the investors do not have the background of managing business hotels. So there is a large amount of problems hidden in the management in business hotels. Generally speaking, the whole industry is lacking in qualified personnel, creative talents, systematical understanding to the market and customers, ability of conforming the social resources and inner resources of the hotels, ability of brand conformity and culture building, and ability of operating with low cost. The material cost is increasing as the profit is declining, a cataclysm will happen among the business hotels nationwide. Only the hotels with strong financial support systems and efficient managing groups can survive.
Writer: How has Nanyuan e Inns developed its brand in the process of its growing?
Mr. Zhang: Quality and credit are preconditions of the real service. So the standard system for fitting-out works, employees training and testing, operating, serving, marketing and estimating should be established. To what we should pay attention are the qualities and the standards, which are preconditions for us to enhance our reproducing ability and brand establishing capacity, and prepare to spread the brand of Nanyuan e Inns to the different regions in China.
The dealing idea of Nanyuan e Inns consists of Economy, Delicacy and Pleasant Surprise. As the chain hotel brand of Zhejiang’s first five-star hotel Nanyuan Hotel, we are not shortsighted by building these business hotels. We have the long line brand strategy in our mind and emphasize the high quality service of business hotels. So we accommodate not only the family FIT, but also the businessmen. The room of the Lobby in every chain hotel of Nanyuan e Inns is limited but delicate and graceful. All rooms are equipped with air conditioner, satellite TV, and digital communication facilities. The 24 hours cold and hot water is supplied in the guest rooms. The vending machines, business center and tourist reservation service are also offered which can help the guests experience a convenient trip and the warm and comfort of their home.
Writer: How you figure out the future developing goal of Nanyuan e Inns as it develops quickly.
Mr. Zhang: Nanyuan e Inns follows the principle of positioning itself as a business hotel, operating in chains, featuring delicacy and comfort to accelerate its development. It has established chain hotels in many developed cities in China. According to its detailed plan, until the end of 2008, 50 hotels will be set up and until 2010, more than 100 hotels should be set up. Through the nationwide extension, ultimately, more than 200 chain hotels will be established. By proving truly one-step service from trip arrangement, tickets reservation, to e-business, Nanyuan aims at setting the pace for the rivals and entering the overseas market. Nanyuan is becoming a nationwide famous brand from a powerful local brand in the near future.
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