山东银座旅游集团发展战略研究

发布时间：2018-11-28 06:56

【摘要】：随着现代旅游业的发展和人们旅游需求的不断增长，在世界上有越来越多的国家正在把旅游业上升到国家战略地位，把发展旅游业作为推动产业升级和转变发展方式的抓手。“十二五”是我国全面建设小康社会的重要时期，也是我国转变经济发展方式的关键时期，旅游业在这个大背景下必将迎来黄金发展时期，山东银座旅游集团一样既面临着巨大机遇又面临着诸多新挑战。本文首先介绍了银座旅游集团概况，回顾了企业战略管理的基本理论，随后根据PEST分析模型对山东银座旅游集团面临的宏观环境进行了分析，在此基础上，对旅游行业总体状况和发展趋势进行了分析，并详细对酒店行业和旅行社行业的现状和发展进行了解析。论文也对山东银座旅游集团内部资源能力进行了分析。在对外部环境和内部资源进行分析的基础上，论文总结了山东银座旅游集团面临的机遇和威胁，自身的优劣势，然后利用SWOT分析模型制定出集团发展战略备选方案，，并详细描述了战略定位、总体规划、战略实施途径。论文还对银座旅游集团的重点业务发展进行了专项战略规划。最后，论文对战略效益进行了预估并列出战略实施的保障措施。
[Abstract]:With the development of modern tourism and the increasing of people's tourism demand, more and more countries in the world are increasing the tourism industry to the national strategic position, regard the development of tourism as the grasp of promoting the upgrading of industry and changing the mode of development. The 12th Five-Year Plan is an important period for our country to build a well-off society in an all-round way, as well as a key period for China to transform its economic development mode. Under this background, tourism will surely usher in a golden period of development. Shandong Ginza Tourism Group is faced with great opportunities as well as many new challenges. This paper first introduces the general situation of Ginza Tourism Group, reviews the basic theory of enterprise strategic management, then analyzes the macro environment facing Shandong Ginza Tourism Group according to the PEST analysis model. The general situation and development trend of tourism industry are analyzed, and the present situation and development of hotel industry and travel agency industry are analyzed in detail. The paper also analyzes the internal resource capacity of Shandong Ginza Tourism Group. Based on the analysis of the external environment and internal resources, the paper summarizes the opportunities and threats faced by Shandong Ginza Tourism Group, its own advantages and disadvantages, and then uses the SWOT analysis model to work out the strategic options for the development of the group. And described in detail the strategic positioning, the overall plan, the strategy implementation way. The paper also carries on the special strategic plan to the Ginza Tourism Group's key business development. Finally, the paper estimates the strategic benefits and lists the safeguard measures for the implementation of the strategy.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F272

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