wen | kongjianmitan qinminhui

jinqi，huangshanlvyoufabusanjibaoxianshi，gongsiyejichixudimi，zuowei“zhongguolvyoudiyigu”dehuangshanlvyoushizhongduoshanyuejingqumuqianxianzhuangde“suoying”，ruhedapokaoshanchishan、yewuquxiandanyi、chanpinchuangxinlibuzudekebanyinxiang，yizhishishanyuejingqumenmianduidenanti，erbuguanshishanshanghaishishanxia，zainantixuanwozhongdeshanyuejiudiansihuzhengchuyu“gangajingdi”……

01 黄山旅游人数增长，酒店业绩却下滑

jinri，huangshanlvyou（600054）fabugongsisanjidubaoxianshi，gongsi7-9yueyejiyijiuzoudi，danjidushixianyingshou5.78yiyuan，tongbixiajiang3.25%，jinglirun1.53yiyuan，tongbixiajiang26.35%；koufeihoujinglirun1.48yiyuan，tongbixiajiang28.17%。

zhengtilaikan，qiansanjidugongsiyingshou14.12yiyuan，tongbixiajiang1.58%，tongqiguimujinglirunhekoufeihoujinglirunwei2.85yiyuan、2.72yiyuan，tongbixiajiang30.15%he33.12%。qiansanjidujingyinghuodongchanshengdexianjinliuliangjingewei4.08yiyuan，tongbixiajiang38.85%。

eryuxiahuayejibupipeideshi，huangshanlvyourenshurengzaichixuzengzhang，2024nian1-9yue，huangshanjingquleijijiedaijinshanyouke363.24wanren，jiao2023niantongqizengzhang2.80%。qizhongdansanjidujiedai149.03wanren，jiaoquniantongqizengzhang3.35%。weishenmehuangshanrenshuchixuzengzhang，yejiquechanshengxiahua？jiudianyejiweiheyeshou“qianlian”？

yishimianpiaoyingxiaojiama，youxiaogoupiaokeliuxiajiang。2024nianqiansanjidu，huangshanjingqujinshankeliu363.2wanrenci，tongbizengzhang2.8%，kedan389yuan，tongbixiajiang4%；qizhongdisanjidujiedaijinshanyouke149.0wanrenci，tongbizengjia3.3%，kedan388yuan，tongbixiajiang6%。jingqurenbianduokedanjiaquexiajiangle，kenengyujingqudemianpiaohuodongyouguan。

huodongyouqunianjin4-6yue、11-12yuejieduanmianpiaofazhanzhijinnianquannianmeizhousanjunyida5000zhang，gusuanqiansanjiduyouxiaogoupiaorenshutongbixiahuayue12%。shangbannianjingqusankezhanbi88%，tongbizengjia5.7%。tongshi，duizuofeijidaodahuangshandeyoukeyeshishimianmenpiaohuodong。youxiaogoupiaorenshudexiajiangyiweizhe，gaoduanzhusuxiaofeixuqiujiangdi，yinweiduiyucezhongyugaoxingjiabieryanderenqunlaishuo，shanyuejiudiansihubushizuiyouxuan。

ershixinxingyetaijingyingtuolei，xikenengliqianjia。huangshanlvyouzhuyebaokuojingquyewu、suodaojilancheyewu、jiudianyewu、huicaiyewu、lvxingsheyewu、zhihuilvyouyewu。2015nian，huangshanzaizhongduoshanyuejingquzhonglvxiantichu“ercichuangye”，cihou2016nian，huangshanlvyoumingque，“zouxiaqu、zouchuqu”defazhanzhanlve，fenlituijin“ercichuangye”，tongguohengxiangdejingqubinggouhezongxiangdechanyelianyanshen，pochugongsifazhanpingjing，peiyangxindezengzhangdian，congshanshangzouxiangshanxia。huashanmiku、taipinghujingqudengbianshicihoutouzijianshedexinxingmudedi。

qizhongzuoweihuangshanlvyoulishisanniandazaochengdehuashanmikujingqu，zai2021nianxiabannianqizhengshiyingye。raner，jushujuxianshi，2024nianshangbannian，yunyingshangshujingqudehuashanmikugongsi（huangshanlvyouquanzizigongsi）rengchuyukuisunzhong，yue2593.06wanyuan。yifangmianshoutouziyugaizaoqideyingxiang，shidehuashanmikujingqurengchuyupapoqi，haixuyaoyiduanshijianlaidadaoyingkuipingheng；lingyifangmianchanpinyufuwudanyi，quefaxiuxiandujiahechuangyixing、tiyanxingchanpin，zheihenkenengdaozhiyouke“youerbusu”，gengduodezhishiduanzandeyouwancanguanerbuzaijingquneiguoye，congerjianshaoleqianzaideshouru。

ciwai，huicaiyewuhuishanggulipinpaixiadexinlaomendianshourubujun，yewuzongyingshou1.88yiyuan，jiao2023niantongqizengzhang1.57%，bubiyuchengshumendianlirundexiangduiwending，xindianzexuyaoyidingdeyangdianqi。

shujuxianshi，huashanmiku、taipinghu、huishanggulishangbanniangongkuisunyue4700wanyuan，xinxingyetaijingyingtuolei，daozhiduanqiyinglinengliweinengdedaoshifang。xinxingmudediyucanyindengxinyetaidetourujiangyidingchengdushangfanbujiudianyedefazhan，danweixingchengjiankangzhouqideyingshouxianjinliuyuzhangqiyouxiaoqiewendingdekequn，fanerrangzuoweilvyouye“dahoufang”dejiudianyexiandeyouxie“beidong”。

2024nianshangbannian，huangshanlvyoujiudianyewubankuaishourutongbijianshao3.09%，qiejiudianchuzulvzai2024nianqiansanjiduwei57.56%，keliuliangdexiaofeibodong，ranghuangshandejiudianyoudian“buhaoguo”。

02 黄山旅游山岳酒店动作不停

bansuihuangshanlvyoufenlituijin“ercichuangye”，tongguohengxiangbinggouhezongxiangdechanyelianyanshen，zhongduodemudedizhengzaidanshengyufazhanbianhua，jiudianzuoweilvyouyedezhongyaoyihuan，zhengyufachengzaizheyoukemendui“meihaofuwu”“mudediwenhua”deqingganjituo。huangshanlvyoumingbaijiudianduiyujingqudezhongyaoxing，sihuyizhikuxiagongfu，shitutuijinwanchenghuangshanzhusuyetaidegengxindiedai。

存量酒店焕新升级

jusanjibaoxianshi，2019nian12yue，huangshanlvyouqixiabeihaibinguantingzhiyingyezhengshiqidongquanmiangaizao，zheigecengjingweijiedaizhengfulingdaoheshehuimingliudegaoduanjiudian，gaizaoxiangmuyujiyujinnianniandiwancheng，muqiangaixiangmuyiwanchengwailimianjicengshigong70%yishang。

chulehuanxingaizaohuangshanfengjingqushangdebeihaibinguan，2022nian，huangshanlvyouduishanxiadetangquandajiudiantouzi3420wanyuanjinxinggaizao。weiletishengtaipinghujingqujiedaisheshishuiping，fengfulvyouchanpinyetai，huangshanlvyoutongyigongsikongguzigongsitaipinghuwenlvgongsitouzijianshepinghujiarijiudiangaizaoxiangmu，yujitouzijinewei3500wanyuan，zijinlaiyuanweitaipinghuwenlvgongsizichou。

tongshi，huangshanlvyouchengyujichizi1.5yiyuanduihuangshanjingquwaidehuangshanguojidajiudianjinxingshengjigaizao。gaixiangmujiangshiyonggongsiziyouzijin，bingyujitouzihuishouqiwei15.15nian。zheicihuafeizhongjingaizaodeyuanyinzhuyaoshijingguoduonianyunying，jiudianmuqianjiedaisheshijiaoweilaohua、gongnengbujubuheli、jiaotongliuxianbuchang、chanpinyetaiguoshinanyimanzushichangdexuqiu。

完善重构品牌矩阵

huangshanlvyouzaizhezhongyulaojiudianfanxindebufazhixia，duihuangshandiquzhusuziyuandezhengheyecongweitingzhi，2021nian4yue，huangshanlvyoujiangyuanlianhuajiudianguanligongsi，biangengweihuangshanlvyouyunlujiudianguanliyouxiangongsi（yixiajiancheng“yunlujiuguan”），jinyibuqianghuajiudianjixiangguanyewudetouzi、yunyingheguanli。zhongzhengdaifadeyunlujiuguanjiangchuanchengzhongguozhihuiheshenghuomeixue，zhiliyudazaozhongguoshanlindujiashenghuofangshiyushenduqingganhuatiyandejizhironghe。

yunlujiuguangoujianlequanxinpinpaixulie，hangaiqingshe、haohua、gaoduan、zhongduansigezongxiangfenji，nangkuojingqudujia、shangwudujia、wenhuazhuti、shenghuofangshi、kangyangdengduogechanpinleixing。haohuaxiulvxingjiudian——yunlu；xiaoweijingpinshejijiudian——yunji；xiuxianliaoyutesejiudian——yunyi；zhongduan、chaozhongduanzhutishenghuofangshijiudian——yunye，gongsizhubuwanshanzhonggouyi“yunlu”weihexindehuangshanlvyoujiudianpinpai，tongguoduilaojiudianbutongchidudegengxinyuxinpinpaigainiandeguihua，goujianchugengheligengkexuegengfuheshichanghuadepinpaijuzhen，jieshulehuangshanlvyoujiudianyewupinpai、wuzhutidelishi。

跨界联动合作

jianfuzhongguoshanyuexinglvyoumudedilongtoulvqideshiming，huangshanlvyoubingbuzhiyushenwazhenghezhusuyeziyuan，haijijiliyongzishenpinpaiyuziyuanyoushi，zhudongrongruguoneiwaijiudiandayetaizhong，jiaqiangkuajieliandongjiaoliu。

2021nian，huangshanlvyouyuhuazhujituanqiandingzhanlvehezuoxieyi，kaichuang“jingqu+jiudian”hezuoxinmoshi，jinnian3yuezhengshikaiqizhanlvehezuo，shoujiaxiuxiandujiajiudian——huangshantaipinghumanxinfuluodi。julejie，manxinshihuazhuqixiazhudaxiuxiandujiapinpai，qizhongmanxinfuyouchuizhixifendaojingquxiuxiandujiapinpaishang，xuanzhiduozaifengjingquzhoubian，wangwangziranfengguangyuwenhuadiyundoudujutese。cicihezuoshihuangshanlvyouyuhuazhujituanyoushihubudeshuangyingzhice，tuijinjiudianbankuaifazhandetongshi，fengfuhuangshanlvyoubutongyetaidezhijiandekongbai，xingchengyuguoneijiudianjituanxianghujiaoliu、xianghubuchongdeliangxingxunhuan。

tongshi，huangshanlvyouweiraojianshedahuangshanshijiejixiuxiandujiakangyanglvyoumudedi，jiakuaigoujia“shanshuicunye”wenlvchanyexinzuobiaoxiweichufadian，jijiyinjinbujugengduodeguojigaoduanpinpaijiudian。

jinnian5yuedihuangshanlvyouyutuyilanjiudianhezuoxiangmuzhengshiqianyue。tuyilanjiudianjituanshideguotuyijituanzuixindequanqiujiudianpinpai，pinpaibingcheng“tansuojizhi”depinpailinian，zhiliyujianggaopinzhizhusutiyanyugexinghuafuwujiehe。muqianjituanjiudianshuliangyue100jiazuoyou，qizhongyazhouyou20duojia。ciciguojihezuo，jinyibutuidongcunliangjiudian——huangshanxuanyuanguojidajiudiandeshengjiyuzhuanxing，chuangzaotansuochugengduowenlvronghedepinpaishengjixinmoshi。

03 山岳酒店与景区“荣辱与共”

weiheshanyuexingjingquyuelaoyuezhongshijiudianbankuai，shanyuejiudianyujingquzhijianyoushiyizhongshenmeguanxi？

xiankanshanshangdejiudian。muqiandaduoshushanyuejingquyouyuxuyaozhangqidejingqujiansheherengongweihu，yincijinjingqushoufeixianxiangpubian。dangshanyuejingqushoufei，mouzhongchengdushangyizhileshanyuejiudiandekejinruxing，yejiushishuo，zaizheizhongqingkuangxia，shanyuejiudiandekejinruxingshishouxiande，shanyuejiudianqifazhanjihuyushanyuejingqudemingyunxianghukunbang。

tongshi，yituoyushanyuejiudiandeqiangshiziyuan，shanshangdejiudianwangwangshijuyouqiangxiquexingziyuandejiudian，zaiyidingdeshichangfanweizhinei，hennanzhaodaotidaipin，yongyouqidujuyigededibiaoxingyushudixing。zheileixingdejiudiantongchangqingkuangxia，douyoushanyuejingquziying，ruemeishanazichidehongzhushanbinguan、emeishandajiudian、jindingdajiudian。

zheiyanggaoduyifushanyuejingqudejiudianyushanyuejingquyoudian“yirongjurongyisunjusun”deyisi。jingqushouyixiajiang，shanyuejiudianxiaoshoubiranyexiajiang。chulehuangshanlvyou，emeishanayeyouleisiqingkuang，qizai2024disanjidushouru2.98yiyuan，tongbijianshao9.87%，guimujinglirunjianshao3.7%，wei1.11yiyuan。zhuyaoyuanyinshishouzhiyujinnian7yueyinyujiduantianqiyingxiang，emeishanjingqujinshankeliu146wanrenci，tongbixiajiang5.8%，jiudianziranyeyousuoxiahua。

zaishuoshanxiadejiudian。yushanshangbutong，shanxiadejiudianchuzaikaifangshideshanyuejingqukongjian，jiudianyibanzuoluozaishanyuejingquzhoubianyihuoshishanyuejingqudehexinweizhi。rujiuhualvyouqixiadedongyabinguan，weiyujiuhuashanfengjingqujianpiaokoujin200mi；jiuhuashanjulongdajiudianyelijingqujianpiaokoujin50mi，qiemianchaobaisuigong、diyuansi、beikaohuxingshan。tongguoshanyuejingqufushechudejingquyijiakongjianxia，jiudiandekejinruxingyifangmiandeyiyujingqujianshezaijiaotongjianshefangmiandebianli，lingyifangmianbaituomenpiaodexianzhi，shidexiaofeizheyongyougengduodexuanzequan。

raner，shanxiadejiudianyinqidiliweizhidezhuanbianqiketidaixingzengqiang，zheizhongqingkuangxia，jiudianxuyaozaiyituoshanyuejingquziyuandetongshi，qianghuaduijiudianpinpaiyoushideshulihedazao，yongpinpaiwenhuayufuwumibuqiketidaixing。tongshi，zhenduijiudianbensheneryanmianlinzhebishanshangjiudiangengjiliedeshichangjingzheng。yinci，zheileijiudiandepinpaixiaoyigengqiang，ruzhangbaishanshanxiadezhangbaishanyunshuixiyuelichengwenquanjiudian、zhangbaishanwenquanhuangguanjiarijiudian、zhangbaishanxierdunyilinwenquanjiudiandeng。

dangran，jiudianluodizhihou，shanyuejiudianyushanyuejingqudeguanxiyijingdingxing。shanyuejingquyinjinjiudianpinpai，shijiangjiudianyumudedishendulianjie，bajiudianzuoweijingquwenhuachanpindeyizhongyansheng；jiudianyishanerjian，shijiangjingquhuanhuachengjiudiandewenhuabeijing，weiqizishenggengduodefujiashuxing，liangzhezhijiandeyicungongtongxingchengyigezhengti，xianghufuneng、xianghuyicun。

buguo，shanyuejiudianwulunshizaishanshanghaishizaishanxia，muqiankanlaidouyouyigegongxingwenti，jiushiguoyuyilaijingquliuliang，erhushilezishendejiudianyunyingguanlihepinpaijianshe。yinweishanyuejingqumuqianrengyilai“menpiao”jingji，jiudianduijingqudezuoyongrengranshi“peitao”，erbushilvyoumudedidezhongyaoyihuan。yinci，shanyuejiudiandekoubeipubianbuhao，youqizaiquanguojiaqirenyuanjizhongchuyoudeqingkuangxia。suoyi，dangshanyuejingquzongtiyejichuxianxiahuadeshihou，jiudianbankuaiyehuidiyishijianshoudaoyingxiang。

04 山岳酒店如何真正掌握主动权？

congshanyuejingquluxugenjinlvyouyetaizhongkuijian，shanyuejingqukaishiyouyimingshanguanguangweizhudechuantongmoshi，xiangkangyang、bingxue、bishu、xiuxian、dujiadengjutidezonghefazhanmoshizhuanbian。dangxiadeshanyuejingquzhengchuyuchuantongmingshandaozonghexingmudedidezhuanxingqi。“datiehaixuzishenying”shanyuejiudianzaifengyunbianhuandejingquzhuanxingqixia，ruhezhangwozijidezhudongquan？

qiyi、bashanyuejiudiandazaochengwenhuashuqingdekongjian。“hao”deshanyuejiudianshiyizhongshuqingfangshi。dangrenmenbucengfaxianshanyueshi，tayicunzai，suizhedangxiazhongguodelvyoudafazhan，renyushanyuezhijiandejiaohuqingganjiangningjuchengshanyuejingqude“wenhuahupo”，shanyuejiudianbianshiqizhongshuqingdezaitizhiyi。

yujiuhuashanshizhongguosidafojiaomingshanzhiyidediaoxingxiangtong，zaiqishanlu，zangzheyizuo“foxing”dezhongshiyuanlinjiudian——jiuhuashanhanyueloudujiajiudian。jiudiantigongleyixilieyufojiaowenhuaxiangguanderenwentiyanhuodong，rupincha、chaojing、xingshan、mingxiangdeng，haiyuxiaoyuyuehezuo，tigongliaoyutiyankecheng，ruzhengnianxingzou、zuoshanmingxiangdeng。zheixiehuodongyukecheng，bangzhuyoukezaijiudianhuanjingnei，tiwufojiaowenhuajinrunneixindewenhuaqixi，shixianshenxindehexieyupingheng。

qier、zhongshishanyuejiudiankongjianmeixuedezaojingnengli。meiyizuoshan，douyouqidutedeqiyunhefengmao，meiyichushanju，yejilizhanxianzhezaidideduyougexing。jiangshanyuejiudianyinniyushanchuanzhong，chuangzaoyigeneixiangxingdeduchushijie，bianshishanyuejiudiansuoyaojuyoudeyouxiuzaojingnengli，shuodetongsudian，ruhebashanyuezhijingrongrudaojiudianzhong，jijujiqiao。jiudianshizuoweisuozhishan，shanshitianrandajiudian，nizhongyouwo，bubujiaorong。

weiyuhaiba1630mihuangshanshizifenglushanjingzhididedumenyuansu——yunji•shilinyashe，yigepanfuyuxuanyazhishangdeliaoyukongjian，jiangcengjingdeshizilinshanyuankuayuesibaiduoniandesuiyuehou，youzhongxindaidaoledazhongmianqian。guta、gushu、guquan、gumen、gudao、gumiaoyiluchuanlian。buruyundao，pinghuandexiaolu，yanyingzaisonglinzhijian，huanbuxingzou，yibuyijingzhidashuguangting，ganshouhunranzidaitiandideshuxing。xiandaibinke，zaijiudianlikanshan，zaijiudianlizhuiyidangniandeshanyuan，tiandiheyi。

qisan、rongrutiyanyanyilianjiedangdaixiaofeixiguan。chumenlvyouchulekanjingdian，haiyaoganshouyixiadangdiderenwenheminsutese，erdangdideyanyishilejiedangdidezuihaofangshi。yourenshuoguo，chuantongdewutaiyanchushirendejiezuo，weiyoushanshuishijingyanchucaishirenyushangdigongtongdejiezuo。henduoshanyuejingqudouyoudaxingdeyanyiyanchu，shanyuejiudianyeyinggaijijicanyuqizhong。chulejijicanyujingqudeyanyiyanchu，youdeshanyuejiudianyejubangezhongxiaoxingyanyi，birujiudiantuokouxiu，jingqucosplaydeng。jiudianzuoweilvyoumudedideyigefenzhikongjian，tasuotigongdebujinjinshiyigewulikongjian，gengduoyaolianjiekaolongdangdaibinkedexinxingxiaofeixiguan。

zongshang，zonghezhongduoshangshishanyuexinglvqidecaibao，jiudianbankuaiyewupubianbutaixing，zhuyaoyuanyinyiranshichuantongmoshibiangedaoluconglaidoushiquzhehuanmande。shanyuejingquheshanyuejiudianmibukefen，danjingqushijingqu，jiudianshijiudian，tamensuirannizhongyouwo，wozhongyouni，danzhongguiyinggainishini，woshiwo。dangshanyuejiudianbuzaiyifushanyueershengcun，dangxiaofeizheyouyitianshixiancong“qutanghuangshan，shunbianzhugejiudian”zhuanbiandao“quzhuhuangshandejiudian，shunbianyougehuangshan”，huoxujiushishanyuejiudianjueqideshike。