Although both the catering industry and the hotel industry have developed rapidly, there has also been a serious polarization, and the number of restaurants and hotels has remained high, making it difficult for Chinese restaurants to compete with the rapid expansion of foreign fast food. Chinese hotels in the hotel industry account for about 21% of the profits of star hotels with beds in 81% star hotels, and it is also difficult to compete with foreign hotels. The main reason for these situations is management rather than management. Lecturer: Qin Junlun, a researcher of enterprise micro-management from the practice school, is a director of the Professor Association of Tsinghua University Vocational Manager Training Center. Professor Qin Junlun's main works are: Creativity and Creative Management, Innovative Management-Enterprise Diagnosis in China; The CD-ROM "Innovative Management" lectured by Mr. Qin has sold tens of thousands of sets throughout the country and has been played by more than 71 TV stations. Suitable target: managers at all levels in catering and hotel industry. First, innovative management is the key to the success or failure of catering and hotel industry. 1. Successful cases of innovative management in hotels and catering industry. Second, study the market and market segments to achieve correct positioning. 1. The trick of studying the market is empathy. 2. Market demand is divided into real demand and potential demand. To segment market demand, we must be good at finding business opportunities from it. 3. The market positioning of enterprises must also be understood by target customers. Only in this way can we attract customers. Third, we should establish enterprise goals and do a good job in development strategy. 1. The focus of competitive strategy is brand strategy. 2. The development of catering and hotel industry should take the road of chain operation on the basis of brand names. 3. Strengthen standardized management, distribution of key raw materials, personnel training and quality supervision. Fourth, we should talk about manufacturing characteristics and creating competitive advantages. Fifth, we should talk about structural adjustment. Optimize the combination 1. Analyze the institutions first. 2. Grasp the main links that affect the unreasonable institutions and solve them one by one. 6. Actively promote sales to form a hot spot. 1. Good promotion measures will help your enterprise build popularity, reputation, credibility and loyalty. 7. Develop cautiously and unite to become strong. 1. Be cautious in infrastructure construction. 2. Be cautious in diversified operations. 3. Be cautious in mergers and acquisitions.