山东冠世榴园景区发展战略研究

发布时间：2018-08-23 19:38

【摘要】：冠世榴园景区位于山东省枣庄市峄城区西部,面积达13余万亩,有2000多年的历史,为目前我国最大的石榴园林。2001年景区中的石榴园被上海大世界基尼斯总部认证为“基尼斯世界之最”。冠世榴园景区原属峄城区旅游局和冠世榴园风景区管委会经营管理。峄城区政府实行政府引导、企业主导、市场化运作的政策,2009年9月1日把冠世榴园由地方政府划转福兴集团经营管理,福兴集团专门成立了山东冠世榴园旅游发展有限公司,负责冠世榴园风景区经营管理。实行企业化运作之后,冠世榴园的开发建设和经营管理面临着新的机遇和挑战,发展旅游的许多思路需要转变。本文运用发展战略理论,对冠世榴园发展的外部环境和内部资源、能力进行分析,进行合理匹配,制定出冠世榴园发展战略,将对冠世榴园未来的发展提供有益的思路,并且能为政府决策部门提供理论参考。研究成果也将为同类农业旅游园区提供借鉴。全文共分七章,首先在绪论部分,对论文的选题背景与研究意义、研究思路与研究方法进行了说明。第2章对国内外研究现状和相关研究理论基础进行了梳理分析。其次,对山东冠世榴园景区外部宏观环境和行业环境进行了详细的梳理,明确影响企业发展战略制定的政治环境、经济环境、社会环境、技术环境、行业竞争、竞争者、替代品威胁等外部条件要素；内部对景区自然概况、有形资源、无形资源、服务设施、组织资源等战略制定影响要素进行了详细分析。然后,根据影响企业的战略要素分析情况,利用SWOT分析法对山东冠世榴园内外的优势、劣势、机会与威胁建立SWOT矩阵,根据企业战略选择原则确定企业战略目标,确立企业战略要适应产业发展潮流,从“眼球经济”向“体验经济”转型,通过提升品牌形象,增加景区美誉度,开发石榴文化,丰富景区产品,实行区域联合发展。最后,根据景区战略发展的需要,制定战略实施的保障措施。
[Abstract]:Located in the west of Yicheng District of Zaozhuang City, Shandong Province, Guanshiyunyuan Scenic area has an area of more than 130,000 mu and has a history of more than 2000 years. It is the largest pomegranate garden in our country at present. In 2001, the pomegranate garden in the scenic spot was certified as "the largest in the world" by the Guinness headquarters of Shanghai Grand World. Guanshi Gardenland Scenic area is originally Yicheng District Tourism Bureau and Guanshi Garde Scenic area Management Committee management. The government of Yicheng District carried out the policy of government guidance, enterprise leading and market-oriented operation. On September 1, 2009, the Guanshi Garnet Garden was transferred from the local government to Fuxing Group, and Fuxing Group set up Shandong Guanshidu Garden Tourism Development Co., Ltd. To be responsible for the operation and management of Guanshihoyuan Scenic spot. After the implementation of enterprise-oriented operation, the development, construction, management and management of the garnet are faced with new opportunities and challenges, and many ideas of developing tourism need to be changed. Based on the theory of development strategy, this paper analyzes the external environment and internal resources and ability of the development of crown and garnet orchard, makes a reasonable match, and formulates the development strategy of crown and garnet orchard, which will provide beneficial ideas for the future development of crown and garnet orchard. And can provide the theory reference for the government decision-making department. The research results will also provide reference for similar agricultural tourism parks. The paper is divided into seven chapters. Firstly, in the introduction part, the background, research significance, research ideas and research methods of the thesis are explained. Chapter 2 analyzes the current situation of domestic and foreign research and the theoretical basis of related research. Secondly, the external macro environment and industry environment of Guanshiduryuan Scenic spot in Shandong Province are combed in detail, and the political environment, economic environment, social environment, technological environment, industry competition, competitors that influence the formulation of enterprise development strategy are clearly defined. The external factors such as substitute threat and so on are analyzed in detail, including natural situation, tangible resources, intangible resources, service facilities, organizational resources and so on. Then, according to the analysis of the strategic factors affecting the enterprises, the paper establishes the SWOT matrix of the strengths, weaknesses, opportunities and threats inside and outside the Guanshi Garde Garden in Shandong Province by using the SWOT analysis method, and determines the strategic objectives of the enterprises according to the principles of enterprise strategic choice. The enterprise strategy should adapt to the trend of industrial development, transform from "eyeball economy" to "experience economy", promote brand image, increase scenic spot reputation, develop pomegranate culture, enrich scenic area products, and implement regional joint development. Finally, according to the need of strategic development of scenic spot, the safeguard measures of strategic implementation are formulated.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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