广州市良辰美景旅行社特色旅游发展策略研究

发布时间：2018-06-14 19:46

本文选题：广州市良辰美景旅行社 + 特色旅游　；参考：《湖南大学》2014年硕士论文

【摘要】：旅游业作为我国第三产业的支柱产业，现在愈来愈受到国民的普遍关注。随着人民生活水平的不断增强和生活质量的不断提高，节假日外出旅游逐渐成为人们假日消费的主要项目之一。我国旅游业发展的时间并不是很长，很多企业存在着不规范行为，而作为在我国著名的旅游城市广州成立的广州市良辰美景旅行社来说，如何采取先进的发展策略，根据国内外市场不断变化的形势把握住市场机会，是广州市良辰美景旅行社下一阶段面临的主要问题。这里首先对广州市良辰美景旅行社特色旅游发展外部环境分析，，分析了广州市良辰美景旅行社特色旅游发展的宏观环境、行业环境和行业竞争情况；其次对广州市良辰美景旅行社特色旅游发展内部环境进行分析，分析了广州市良辰美景旅行社资源、能力和核心竞争力；在内外部环境分析和评价的基础上，分析了广州市良辰美景旅行社特色旅游发展的优势、劣势、机会和威胁，运用SWOT矩阵提出广州市良辰美景旅行社特色旅游发展策略：第一，产品开发策略。第二，差异化发展策略。第三，一体化发展策略。第四，组建战略联盟。最后，为了保证广州市良辰美景旅行社特色旅游发展策略顺利实施，提出了其顺利实施保障措施。研究的成果有利于广州市良辰美景旅行社在明确的发展策略指导下走上发展的良性轨道，实现可持续的发展，有利于广州市良辰美景旅行社抓住国内旅游市场发展难得的历史机遇期，做大做强企业实力，真正实现企业使命。同时对同类企业的发展策略调整具有参考价值。
[Abstract]:Tourism, as the pillar industry of the tertiary industry in our country, is being paid more and more attention by the people. With the continuous enhancement of people's living standard and the improvement of the quality of life, going out on holidays has gradually become one of the main items of people's holiday consumption. The development of tourism in our country is not very long, and many enterprises have nonstandard behavior. However, as the famous tourist city of Guangzhou, Guangzhou's beautiful scenery travel agency of Guangzhou, how to adopt the advanced development strategy, According to the changing situation of domestic and foreign markets, grasping the market opportunities is the main problem that Guangzhou Liangchen Fairview Travel Agency will face in the next stage. This paper first analyzes the external environment of the characteristic tourism development of Guangzhou Liangchen Beauty Travel Agency, and analyzes the macro environment, industry environment and industry competition of the characteristic tourism development of Guangzhou Liangchen Beauty Travel Agency. Secondly, this paper analyzes the internal environment of the tourism development of Guangzhou Liangchen Beauty Travel Agency, analyzes the resources, capabilities and core competitiveness of Guangzhou Liangchen Beauty Travel Agency, and analyzes and evaluates the internal and external environment on the basis of the analysis and evaluation of the internal and external environment. This paper analyzes the advantages, disadvantages, opportunities and threats of the characteristic tourism development of Guangzhou Liangchen Beauty Travel Agency, and puts forward the development strategies of Guangzhou Liangchen Beauty Travel Agency by using SWOT matrix: first, the product development strategy. Second, the development strategy of differentiation. Third, integration development strategy. Fourth, form strategic alliance. Finally, in order to ensure the smooth implementation of the special tourism development strategy of Guangzhou Liangchen Beauty Travel Agency, the guarantee measures are put forward. The results of the study are helpful for Guangzhou Liangchen Beauty Travel Agency to embark on a benign track of development and achieve sustainable development under the guidance of a clear development strategy. It is beneficial for Guangzhou travel agency to seize the rare historical opportunity period for the development of domestic tourism market, to make the enterprises bigger and stronger, and to realize the mission of the enterprises. At the same time, it has reference value for the development strategy adjustment of similar enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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