伏尔加庄园发展战略研究

发布时间：2018-08-24 17:20

【摘要】：哈尔滨伏尔加庄园是以哈尔滨历史为依托，俄罗斯文化为主题，集会议培训、休闲娱乐、文化沙龙、婚礼庆典、冰雪活动、户外运动等功能为一体的国家AAAA级文化旅游度假区，是国家中俄文化交流基地，也是打造黑龙江省、哈尔滨市冰雪旅游和湿地旅游的重点项目之一。然而，作为一个新兴的旅游企业，仍然面临着组织机构、管理体制不健全，旅游人才匮乏、缺乏旅游管理经验，旅游产品和旅游品牌建设不到位，公共基础设施和旅游接待设施不完善等诸多问题。如何在旅游业快速发展的外部环境下，重新审视企业的发展战略和目前的竞争格局，制订并实施何种有效的发展战略和销售策略，才能不断提高其竞争能力和赢利能力，是伏尔加庄园迫切需要研究解决的战略课题。本文以伏尔加庄园为研究对象，采用理论研究与实证研究相结合的方法，以相关的管理学的理论为基础，回顾了战略管理理论的发展和演变历程，，将战略管理理论分析模型做了简要介绍，收集了大量的资料并进行深入的调查。首先，在战略分析中，通过资料及数据的分析，利用战略管理工具PEST和SWOT的分析方法，对伏尔加庄园所处的外部环境和企业自身的内部条件进行了分析、评价，指出企业发展所面临的机会与威胁、优势与劣势，提出了庄园的愿景、使命、经营理念及战略目标；其次，在战略选择与制定中，依据伏尔加庄园的SWOT分析结果，提出了差异化、多元化、集约化、低成本、合作双赢、产业延伸、服务创新、多层次定位的发展战略；最后，在战略实施和保障中，总结了利用市场推广策略、产品策略、促销策略、经营策略、渠道策略五方面的战略实施策略以及八项战略实施的保障措施。本文从战略的高度分析了伏尔加庄园的发展方向，希望研究的成果对于庄园及国内旅游景区的成长与发展有参考价值和借鉴意义。
[Abstract]:Based on Harbin history and Russian culture, Harbin Volga Manor is a national AAAA cultural tourism resort with functions such as conference training, leisure and entertainment, cultural salon, wedding celebration, ice and snow activities, outdoor sports, etc. Sino-Russian cultural exchange base is also to build Heilongjiang Province, Harbin City ice and snow tourism and wetland tourism one of the key projects. However, as a new tourism enterprise, it is still faced with organizational structure, imperfect management system, lack of tourism talents, lack of experience in tourism management, inadequate construction of tourism products and tourism brand. Public infrastructure and tourist reception facilities are not perfect and many other problems. In the external environment of rapid development of tourism, how to re-examine the development strategy of enterprises and the current competitive pattern, formulate and implement what effective development strategies and marketing strategies, in order to continuously improve their competitiveness and profitability. Volga Manor is an urgent need to solve the strategic problem. This paper takes Volga Manor as the research object, adopts the method of combining theoretical research with empirical research, and reviews the development and evolution of strategic management theory based on the related management theory. This paper briefly introduces the theoretical analysis model of strategic management, collects a lot of data and makes a thorough investigation. First of all, through the analysis of data and data, using the analysis method of PEST and SWOT, this paper analyzes and evaluates the external environment of Volga Manor and the internal conditions of the enterprise itself. The paper points out the opportunities and threats, advantages and disadvantages faced by the enterprise development, and puts forward the vision, mission, management idea and strategic goal of the manor. Secondly, in the course of strategic choice and formulation, according to the results of SWOT analysis of Volga Manor, Put forward the development strategy of differentiation, diversification, intensive, low cost, win-win cooperation, industry extension, service innovation, multi-level positioning. Finally, in the strategy implementation and guarantee, summarized the use of market promotion strategy, product strategy, Promotion strategy, management strategy, channel strategy five aspects of strategic implementation strategy and eight strategic implementation of the safeguard measures. This paper analyzes the development direction of Volga Manor from the strategic point of view, and hopes that the research results will have reference value and reference significance for the growth and development of the manor and the domestic tourist attractions.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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