X旅行社青城镇文化旅游经营战略研究

发布时间：2018-04-30 22:29

本文选题：旅行社 + 青城镇　；参考：《兰州大学》2012年硕士论文

【摘要】：近年来,随着社会经济的迅速发展,我国人们的生活水平显著提高,城乡居民旅游需求急剧增加,旅游企业的竞争也逐渐加剧,X旅行社是一家中小型旅游企业,原有的经营模式已不能应对激烈的市场竞争,要摆脱所处的不利局面,企业的经营战略必须有一个调整和改变。本文通过运用竞争战略理论、专一化战略理论、核心能力竞争理论、利益者相关理论,对社会文化环境、经济环境、政治环境等外部环境进行了分析,阐述了企业面临的机会和威胁,并且通过对X旅行社的管理体制、人力资源、财务状况等企业内部环境的分析,查明了企业在资源能力等方面的优势与劣势。分析旅游行业,整体市场竞争激烈,产品开发困难,但是一些特殊旅游领域市场供给存在着明显的不足,对此,企业在应对市场竞争中,可以采取专一化战略,避免原先“小而全”的建制和业务上面面俱到而又面面不到位的矛盾。通过收集内外部资料,发现在细分市场中,文化旅游市场规模在不断扩大,企业已经有一定的运营经验,可以集中优势和力量,从文化旅游这一特色旅游领域中寻找出路,本文以甘肃省青城镇文化旅游线路和旅游产品为例,运用SWOT分析法,对企业进行经营战略调整进行了分析,希望以此为X旅行社选择和制定科学合理的经营战略。
[Abstract]:In recent years, with the rapid development of social economy, the standard of living of people in our country has improved significantly, the demand for tourism of urban and rural residents has increased sharply, and the competition of tourism enterprises has been intensified gradually, which is a small and medium-sized tourism enterprise. The original management mode can no longer cope with the fierce market competition. In order to get rid of the unfavorable situation, the management strategy of the enterprise must be adjusted and changed. By using the theory of competition strategy, the theory of specialization strategy, the theory of core competence competition, and the theory of stakeholders, this paper analyzes the social and cultural environment, the economic environment, the political environment and other external environments, such as the social and cultural environment, the economic environment, the political environment and so on. This paper expounds the opportunities and threats faced by the enterprises, and through the analysis of the management system, human resources and financial situation of X travel agency, finds out the advantages and disadvantages of the enterprises in the aspects of resource ability and so on. Analyzing the tourism industry, the overall market competition is fierce, and the product development is difficult, but there are obvious deficiencies in the market supply in some special tourism fields. In response to this, enterprises can adopt the strategy of specialization in dealing with the market competition. Avoid the original "small and complete" system and business-wide and balanced conflict. Through collecting internal and external information, we find that in the subdivision market, the scale of the cultural tourism market is constantly expanding, the enterprises already have some operational experience, can concentrate their advantages and forces, and look for a way out from the cultural tourism, which is a characteristic tourism field. Taking the cultural tourism routes and tourism products of Qingcheng in Gansu Province as an example, this paper analyzes the management strategy adjustment of enterprises by using SWOT analysis method, hoping to select and formulate scientific and reasonable management strategy for X travel agency.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6

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