HZSW公司发展战略研究

发布时间：2018-08-24 14:04

【摘要】：旅游业目前已经成为了一个潜力巨大、前景广阔的朝阳产业,是全球经济中发展势头最强劲、规模最大的产业之一,并且仍将保持其持续增长的趋势。旅游业是国民经济发展的重要产业,对整个国民经济和社会发展都具有战略性关联带动作用。旅游业对一个国家经济的发展的影响是多方面的,发展旅游业不仅能够很好地促进经济社会发展、增加国民收入、赚取更多的外汇,对于扩大就业领域、带动相关产业的发展也是作用巨大。自改革开放以来,我国国内旅游发展迅速,覆盖面广,但总的说来仍然处于一种低消费、大众化、低水平、中近距离旅游的状况。面对激烈的市场竞争,旅游企业要想谋求发展,获得长久的竞争优势,必须要有符合自身发展的战略规划。当今时代,企业之间的竞争,在相当程度上表现为企业战略的竞争。HZSW公司就是在这样的一个大背景下产生的出境旅行社。由于HZSW公司还处于发展的初期阶段,各项制度与能力都还有待改进,因此对其进行发展战略的研究对于公司以后的发展具有很重要的作用。本文通过对企业战略的基本理论以及旅行社发展战略相关研究进行梳理与总结,分析了我国出境旅游行业的发展现状与发展趋势,运用PEST分析方法以及竞争环境分析的相关理论对HZSW公司的经营环境进行了分析,在SWOT分析矩阵以及战略分析方法定量战略计划矩阵分析(QSPM)的基础上设计了HZSW公司的发展战略。并且,为了保证HZSW公司发展战略的成功实施,本文从人员保障、资金保障、技术保障、组织保障以及文化保障五个方面建立了战略实施的保障措施。以期对HZSW公司发展战略的实施有一定的指导意义,帮助其扩大市场份额,增强市场地位,从而建立并保持其在市场中的持续竞争优势。本文采用文献综述法、理论与实践相结合法等定性的研究方法对论题进行阐述。通过文献综述法,在对国内外旅游公司发展战略的相关文献研究的基础上,结合HZSW公司相关的大量资料信息,在理论研究与实践研究相结合的情况下,以HZSW公司为实例进行了旅游企业发展战略制定的分析与研究。本文的研究目的在于探讨旅游企业如何分析、制定并选择发展战略,确定企业长远的发展方向,并提升企业的持续市场竞争力。
[Abstract]:Tourism has become a sunrise industry with great potential and broad prospects. It is one of the strongest and largest industries in the global economy, and will still maintain its trend of sustained growth. Tourism is an important industry in the development of national economy, which plays a strategic role in driving the development of the whole national economy and society. The impact of tourism on the economic development of a country is manifold. The development of tourism can not only promote economic and social development, increase national income, earn more foreign exchange, but also expand the field of employment. Driving the development of related industries is also a huge role. Since the reform and opening up, China's domestic tourism has developed rapidly and has a wide coverage, but generally speaking, it is still in a situation of low consumption, popularization, low level and middle and close distance tourism. In the face of fierce market competition, tourism enterprises must have a strategic plan in line with their own development if they want to seek development and obtain long-term competitive advantages. Nowadays, the competition among enterprises, to a certain extent, is the competition of enterprise strategy. HZSW is the outbound travel agency under such a background. Because HZSW is still in the early stage of development, all systems and capabilities need to be improved, so the study of its development strategy is very important for the future development of the company. Through combing and summing up the basic theory of enterprise strategy and related research of travel agency development strategy, this paper analyzes the current situation and development trend of outbound tourism industry in China. The operating environment of HZSW Company is analyzed by using the PEST analysis method and the theory of competitive environment analysis. The development strategy of HZSW Company is designed on the basis of the SWOT analysis matrix and the quantitative strategic plan matrix analysis of the strategy analysis method (QSPM). Moreover, in order to ensure the successful implementation of the development strategy of HZSW Company, this paper establishes the security measures of the strategy implementation from five aspects: personnel security, capital guarantee, technical guarantee, organizational guarantee and cultural guarantee. In order to implement the development strategy of HZSW Company, it can help HZSW to expand its market share and strengthen its market position, so as to establish and maintain its sustainable competitive advantage in the market. In this paper, qualitative research methods such as literature review, theory and practice are used to explain the topic. Through the literature review method, on the basis of the research on the development strategy of domestic and foreign tourism companies, combined with a large amount of information related to HZSW company, in the case of combining theoretical research with practical research, Taking HZSW Company as an example, this paper analyzes and studies the development strategy of tourism enterprises. The purpose of this paper is to discuss how to analyze, formulate and choose the development strategy, determine the long-term development direction of the enterprises, and enhance the sustainable market competitiveness of the enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6

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