海南H免税购物中心发展战略研究

发布时间：2018-11-06 10:08

【摘要】：为促进海南国际旅游岛建设,2011年3月24日,经国务院批准,财政部发布《关于开展海南离岛旅客免税购物政策试点的公告》,自此,海南成为继日本冲绳岛、韩国济州岛和中国台湾马祖、金门之后,第四个实施离岛免税政策的区域。海南H免税购物中心作为离岛免税政策实际经营主体之一,得益于政策红利,自身取得了长足发展,但在海南国际旅游岛建设的大环境和国内外严峻的经济形势下,海南H免税购物中心也面临多重机遇和挑战。如何经营好企业,制定与企业相匹配的发展战略,从而构建企业核心竞争力,是企业成长过程中必须时刻予以关注的重要课题。本文采用文献分析法、实地调研法、访谈法等研究方法,综合比较了境内外离岛免税政策现状,在深入分析海南H免税购物中心发展现状的基础上,研究了企业外部环境中的机会、威胁和内部的优势、劣势,以及发展战略等主要内容。现阶段海南H免税购物中心免税品销售业绩突出,拉动了海南旅游市场发展。从企业发展外部环境中看,国际旅游岛建设的深入推进使海南旅游市场进入发展快车道,但也存在着国内居民出境游持续增长、政策限制条件较多和竞争对手发展势头强劲等威胁。从企业内部能力来看,企业拥有国企背景,可调动的资源广泛,内部优势明显。虽然存在运营管理粗放、市场营销薄弱、旅客购物体验差等问题,但通过补足短板,其自身优势可以进一步扩大。为形成核心竞争力,本文明确提出要以差异化战略作为海南H免税购物中心的发展战略,阐述了差异化战略的具体内涵:商业模式差异化、营销差异化和产品差异化,并拟定了战略实施的一系列措施:汲取国内外知名免税行业经营者先进运营管理和经营理念;增加体验型业态,打造全方位购物体验,创新体验式购物中心商业模式;全面提高营销水平,开展各类特色营销活动;提高免税品供应效率,优化商品结构,实施产品差异化供给;争取离岛免税政策进一步放宽;本文从宏观布局、细节入手制定企业发展战略,对海南H免税购物中心下一步发展和其他免税行业经营者发展战略制定具有指导意义。
[Abstract]:In order to promote the construction of Hainan International tourist Island, on March 24, 2011, with the approval of the State Council, the Ministry of Finance issued a notice on launching a pilot policy on duty-free shopping for tourists from Hainan Islands. Since then, Hainan has become the Japanese island of Okinawa. South Korea's Jeju Island and Taiwan's Matsu, Kinmen, after the implementation of the fourth outlying island tax-free area. As one of the actual operating subjects of the tax exemption policy on the outlying islands, Hainan H duty-free shopping center has made considerable progress thanks to the policy dividend. However, under the overall environment of the construction of Hainan International Tourism Island and the severe economic situation at home and abroad, Hainan H duty-free shopping center also faces many opportunities and challenges. How to manage the enterprise well, formulate the development strategy matching with the enterprise, so as to construct the core competence of the enterprise, is an important subject that must be paid attention to in the process of enterprise growth. In this paper, by means of literature analysis, field investigation, interview and other research methods, this paper comprehensively compares the present situation of tax exemption policy of offshore islands at home and abroad, and on the basis of in-depth analysis of the development situation of Hainan H duty-free shopping center, This paper studies the opportunities, threats and internal strengths, weaknesses, and development strategies in the external environment of an enterprise. At present, Hainan H duty-free shopping center sales performance is outstanding, driving the development of Hainan tourism market. From the perspective of the external environment of enterprise development, the in-depth promotion of the construction of the international tourism island has made the Hainan tourism market enter the fast track of development, but there is also a sustained growth of outbound tourism by domestic residents. The policy restriction condition is many and the competitor develops the momentum to be strong and so on the threat. From the point of view of internal capability, enterprises have state-owned enterprises background, can mobilize a wide range of resources, internal advantages. Although there are some problems, such as extensive operation management, weak marketing, poor shopping experience and so on, its own advantages can be further expanded by making up the short board. In order to form the core competitiveness, this paper clearly proposes that the differentiation strategy should be used as the development strategy of Hainan H tax exempt shopping center, and expounds the specific connotation of the differentiation strategy: the differentiation of business model, the differentiation of marketing and the differentiation of products. And has drawn up a series of measures for the implementation of the strategy: draw on the domestic and foreign well-known duty-free industry operators advanced operation management and business concepts; To increase the experience type, to create the omni-directional shopping experience, to innovate the experience shopping center business model, to improve the marketing level and to carry out all kinds of characteristic marketing activities; To improve the efficiency of duty-free goods supply, optimize the commodity structure, implement the differentiated supply of products, strive for further relaxation of the tax exemption policy for outlying islands; This paper starts with the macro layout and details to formulate the enterprise development strategy, which has guiding significance for the next development of Hainan H duty-free shopping center and the development strategy of other duty-free industry operators.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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