青岛奥帆中心海上旅游商业模式创新研究

发布时间：2018-08-23 11:10

【摘要】：海上观光旅游(以下简称“海上旅游”)是现代旅游业及滨海旅游经济的重要组成部分,近年来随国民收入提高,其需求增长迅速。《山东半岛蓝色经济区发展规划》明确提出了“打造国际知名的滨海旅游目的地”的目标,山东半岛多数优质的滨海旅游岸线集中在青岛沿线,而青岛海上旅游最具代表性的核心集散地,莫过于青岛奥林匹克帆船中心(以下简称“青岛奥帆中心”)。毗邻五四广场、坐拥燕岛秋潮,作为奥运会帆船帆板比赛的赛后利用项目,青岛奥帆中心具有得天独厚的自然资源、基础实施和区位优势,在业务开展的近六年时间里,青岛奥帆中心海上旅游已当之无愧的成为区域内的行业重心,其业务开展情况,对指导整个半岛经济区旅游业发展有示范和带动作用。发展战略研究是一个企业为在竞争中持续保持优势地位所要不断探寻的永恒的课题,是指导企业永续发展的重要导向。青岛奥帆中心海上旅游业务正处于发展的关键时期,面对诸多长久无法克服的问题,其业务发展面临转型升级。因此对其发展战略进行有效的分析和研究,找出其业务开展中所存在的突出问题,尝试通过系统的分析研究而得出优化该业务的发展战略,并从商业模式创新的角度系统的构建战略实现路径,这将对奥帆中心海上旅游业务的发展具有极其重要的意义,同时,对青岛、山东沿海乃至全国海上旅游行业亦具有较高的参考价值。文章基于之前学者的研究,结合业务实践经验和业界普遍共识,界定了海上旅游概念及范畴,并总体阐述青岛海上旅游业,尤其是青岛奥帆中心海上旅游业务所面临的突出问题,明确了研究对象；系统论述了价值链、核心竞争力、商业模式及竞争战略理论的研究历史及成果,并将上述战略理论融合,提出了商业模式的五要素模型,为下面的分析研究提供了理论基础；文章具体以青岛奥帆中心海上旅游业务作为研究对象,并先后,使用PEST模型,对业务开展所处的外部环境进行了分析,使用波特五力模型,对行业内竞争情况进行了分析,使用价值链理论和核心竞争力理论对企业内部能力进行了分析；在使用SWOT模型对企业内外部环境进行了综合分析与研究后,笔者以商业模式理论作为模型,结合竞争战略理论,尝试提出了优化青岛奥帆中心海上业务的发展战略构想,并结合企业实际提出了商业模式创新的实现路径；最后,笔者从目标管理、制度保障、产品研发、创新营销、绩效评估和风险控制六个方面论述了战略实施的要素,又从人力资源、财务、技术、营销和文化五个方面论述了战略实施的保障。除明确定义了海上旅游业务范畴外,文章提出了商业模式五要素模型,并将价值链理论、核心竞争力、商业模式理论和竞争战略理论应用于青岛奥帆中心海上旅游这一具体企业的具体业务,填补了这一具体业务领域战略理论应用的空白；运用理论模型,对青岛奥帆中心海上旅游业务进行了系统的分析；亦对青岛奥帆中心海上旅游业务提出对策及建议,提供战略选择、实施步骤、要点和保障。文章通过对典型企业典型业务之升级解决方案的研究,试图解决区域内乃至整个行业中长期并普遍存在的问题,从而为本区域及行业的转型升级提供可行的战略路径及发展方向。
[Abstract]:Marine sightseeing tourism (hereinafter referred to as "marine tourism") is an important part of modern tourism and coastal tourism economy. In recent years, with the increase of national income, its demand has increased rapidly. Qingdao Olympic Sailing Center (hereinafter referred to as "Qingdao Olympic Sailing Center"), adjacent to the May 4th Square, seated on the autumn tide of Yandao, is the most representative core of Qingdao's maritime tourism. As a post-Olympic sailing competition using the event, Qingdao Olympic Sailing Center has won the prize. In the past six years, Qingdao Olympic Sailing Center's marine tourism has become the focus of the industry in the region. The development of its business has demonstrated and promoted the development of the tourism industry in the whole peninsula economic zone.
The study of development strategy is an eternal subject that an enterprise must constantly explore to maintain its dominant position in the competition and is an important guide to the sustainable development of the enterprise. This paper analyzes and studies its development strategy effectively, finds out the outstanding problems existing in its business development, tries to get the development strategy of optimizing the business through systematic analysis and research, and systematically constructs the strategic realization path from the angle of business model innovation, which will be extremely important to the development of the marine tourism business of the Olympic Sail Center. At the same time, it has a high reference value for Qingdao, Shandong coastal and even the national marine tourism industry.
Based on the previous studies, combined with the business practice experience and the general consensus of the industry, this paper defines the concept and category of marine tourism, and expounds the outstanding problems faced by Qingdao marine tourism, especially the Qingdao Olympic Sailing Center marine tourism business, and clarifies the research object; systematically discusses the value chain, core competitiveness, business model. Based on the research history and achievements of the above-mentioned strategic theories, this paper puts forward a five-factor model of business model, which provides a theoretical basis for the following analysis and research. This paper takes Qingdao Olympic Sailing Center's marine tourism business as the research object, and uses the PEST model successively to study the external circle of business development. This paper analyzes the situation, uses Porter's Five-Force Model to analyze the competition in the industry, uses the value chain theory and the core competitiveness theory to analyze the internal ability of the enterprise; after using SWOT model to analyze and study the internal and external environment of the enterprise, the author takes the business model theory as the model and combines the competition. Strategic theory tries to put forward the development strategy conception of optimizing the offshore business of Qingdao Olympic Sailing Center, and puts forward the realization path of business model innovation combining with the actual situation of enterprises. Finally, the author discusses the elements of strategic implementation from six aspects: target management, system guarantee, product research and development, innovative marketing, performance evaluation and risk control. Five aspects of force, finance, technology, marketing and culture are discussed to guarantee the implementation of strategy.
In addition to defining the category of marine tourism business, this paper puts forward a five-factor business model, and applies the value chain theory, core competitiveness, business model theory and competitive strategy theory to the specific business of Qingdao Olympic Sailing Center, which fills the blank of the application of strategic theory in this specific business field. By using the theoretical model, this paper makes a systematic analysis on the marine tourism business of Qingdao Olympic Sailing Center, and puts forward some countermeasures and suggestions on the marine tourism business of Qingdao Olympic Sailing Center, providing strategic choices, implementing steps, key points and guarantee.
This paper tries to solve the long-term and widespread problems in the region and even the whole industry by studying the typical business upgrading solutions of typical enterprises, so as to provide a feasible strategic path and development direction for the transformation and upgrading of the region and industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【相似文献】