张裕巴保男爵酒庄旅游开发战略研究

发布时间：2018-01-09 13:26

本文关键词：张裕巴保男爵酒庄旅游开发战略研究　出处：《石河子大学》2016年硕士论文　论文类型：学位论文

【摘要】：进入21世纪后中国社会经济飞速发展,人民生活水平得到极大提高,与之而来的是人们对于高品位生活的追求。兴起于国外的体验经济时代的来临又使国内消费者对个性化需求和情感需求不断上升,因此各种形式的专业旅游应运而生。党的十八大报告提出,要着力构建现代产业发展新体系,推动服务业特别是现代服务业发展壮大。旅游业作为现代服务业的重要组成部分,不仅为国家和社会带来巨大的收入,促进了商业消费,加速了经济增长,而且解决了大量劳动力就业,丰富了百姓精神文化生活,旅游业将成为支撑我国经济发展的重要产业。酒庄旅游作为近年兴起的一种专项旅游,其天然特性不仅能满足人们对于高品质生活的追求,而且能满足人们多元化的旅游需求,发展前景十分广阔。新疆葡萄资源丰富,石河子垦区葡萄种植在新疆占重要地位,基于此自然禀赋兴建的酒庄众多。当前,新疆酒庄旅游处于起步阶段,对酒庄进行旅游开发起着扩大宣传企业形象、增加企业收入、丰富企业产品体系等作用。张裕巴保男爵酒庄是石河子市与葡萄酒直接相关的企业,也是烟台张裕集团的子公司。对张裕巴保男爵酒庄旅游开发进行研究,不仅能促进酒庄企业的发展,也可以带动整个新疆葡萄产业的优化整合,为新疆农业发展作出新的探索。本文在对酒庄旅游开发和相关概念进行总结概述的基础上,运用调查研究、定性分析与定量分析相结合、实证研究和比较研究等方法,对张裕巴保男爵酒庄旅游开发面临的企业外部宏观环境、基于五力模型的产业竞争环境及酒庄内部条件进行了分析。在对酒庄旅游发展现状研究的基础上,运用SWOT分析法对张裕巴保男爵酒庄旅游开发进行机遇和挑战,优势和劣势分析,得出适用于酒庄旅游发展的战略选择。本文认为张裕巴保男爵酒庄旅游开发应该走增长型发展战略,并提出了旅游开发的具体战略和战略重点。最后,有针对性的提出张裕巴保男爵酒庄旅游开发的保障措施。本文力图希望通过系统的分析为巴保男爵酒庄旅游开发指明方向,为加快酒庄旅游产业化提供借鉴。
[Abstract]:Since 21th century, China's social economy has developed rapidly, and the people's living standards have been greatly improved. On the other hand, people's pursuit of high-grade life. The coming of experience economy era rising in foreign countries makes domestic consumers' demand for individuation and emotion rising. As a result, various forms of professional tourism came into being. The report of the 18 National Congress of the Communist Party of China (CPC) put forward the need to build a new system for the development of modern industries. As an important part of modern service industry, tourism not only brings huge income to the country and society, but also accelerates economic growth. And solve a large number of labor employment, enrich the people's spiritual and cultural life, tourism will become an important industry to support the economic development of our country. Its natural characteristics can not only meet the pursuit of high quality of life, but also meet the diversified needs of tourism, the development prospects are very broad. Xinjiang is rich in grape resources. Grape cultivation in Shihezi Reclamation area plays an important role in Xinjiang, and there are many wineries based on this natural endowment. At present, tourism of Xinjiang winery is in its infancy, and tourism development of winery is expanding the publicity of enterprise image. Increase enterprise income, enrich the role of the enterprise product system. Changyuba Baron Winery is directly related to wine enterprises in Shihezi City. It is also a subsidiary of Yantai Changyu Group. The research on the tourism development of the Baron Changyu Wine Farm can not only promote the development of winery enterprises, but also promote the optimization and integration of the whole grape industry in Xinjiang. On the basis of summarizing and summarizing tourism development and related concepts of winery, this paper applies investigation, qualitative analysis and quantitative analysis to combine the qualitative analysis and quantitative analysis. Empirical research and comparative study, such as the tourism development of Baron Baron Changyu Bafa facing the external macro environment. Based on the five forces model of the industrial competition environment and the internal conditions of the winery were analyzed. On the basis of the research on the present situation of tourism development of the winery. SWOT analysis method is used to analyze the opportunities, challenges, advantages and disadvantages of the tourism development of Baron Changyu Baron. This paper concludes that the tourism development of Baron Changyu Baron should take the growth strategy and puts forward the specific strategy and strategic focus of tourism development. This paper tries to point out the direction of tourism development of Baron Baron winery through systematic analysis and provide reference for speeding up the tourism industrialization of the winery.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.82;F592.7

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