LM旅游景区商业模式优化设计

发布时间：2018-04-03 10:33

本文选题：商业模式　切入点：定位　出处：《河北工业大学》2014年硕士论文

【摘要】：随着人们生活水平的日益提高，旅游成为越来越多的人休闲时光的最佳选择。作为旅游核心的旅游景区景点的规模也日益壮大。LM旅游景区位于河北省邢台市太行山脉，经过近十年的发展，已成为邢台市著名的旅游景点。面对激烈的市场竞争，景区如何保持自身的竞争优势，把握市场机遇是目前所要考虑的问题的重中之重。彼得·德鲁克说：“当今企业之间的竞争，已不是产品之间的竞争，而是商业模式之间的竞争。”作为旅游景区如何才能构建自身独特的商业模式显得尤为重要。本课题从战略角度出发，应用商业模式理论、战略定位理论、价值链理论、需求与动机理论，从战略定位与盈利模式两个方面对景区现状进行了分析，指出了当前景区商业模式存在的问题：旅游功能定位单一、旅游产品较少、景区宣传力度不够、盈利模式单一、没有形成完整的产业价值链。针对以上问题，运用外部环境分析法、SWOT分析法、价值链分析法等方法对当前国家政治经济政策、景区面临的机会与威胁、可延伸的产品链及游客的旅游需求与动机进行了进一步的分析与阐述，对景区的商业模式进行了优化设计。 1、重新对景区进行了战略定位设计：将景区确立为“观光旅游景区+体验式旅游景区+文化休闲景区”，并扩大了旅游产品的范围，重新定位了目标客源市场和目标游客。 2、对景区的盈利模式进行了优化设计：开发了独具特色的观光旅游线路，增加了体验式互动项目，增建了爱情山文化园区项目，并进行了项目的可行性分析。延长了游客在景区的停留时间，使产业链中“食、住、行、游、购、娱”各个环节的收入都有所提升。最后，对LM旅游景区的新旧商业模式进行了对比分析，指出了商业模式优化设计后的优势与缺陷，并进行了综合评价。
[Abstract]:With the increasing improvement of people's living standards, tourism has become the best choice for more and more people to spend their leisure time.The scale of scenic spots, which are the core of tourism, is also growing. LM is located in Taihang Mountains of Xingtai City, Hebei Province. After nearly ten years of development, it has become a famous tourist attraction in Xingtai City.In the face of fierce market competition, how to maintain its own competitive advantage and grasp the market opportunities are the most important issues to be considered.Peter Drucker said: "the competition between companies today is not competition between products, but competition between business models."As a scenic spot how to build its own unique business model is particularly important.From the strategic point of view, this paper applies the business model theory, the strategic positioning theory, the value chain theory, the theory of demand and motivation, and analyzes the present situation of the scenic spot from the two aspects of strategic positioning and profit model.This paper points out the problems existing in the current business model of scenic spots: single tourism function orientation, less tourism products, insufficient propaganda of scenic spots, single profit model, and not forming a complete industrial value chain.In view of the above problems, the external environment analysis method and the value chain analysis method are used to analyze the opportunities and threats faced by the current national political and economic policies, scenic spots, etc.The extensible product chain and tourist demand and motivation are further analyzed and elaborated, and the business model of scenic spot is optimized.1. The strategic positioning design of the scenic area is redesigned: the scenic spot is established as the "cultural and leisure scenic spot of experience tourism scenic spot", and the scope of tourism products is expanded, and the target tourist market and target tourists are repositioned.2. The profit model of the scenic spot is optimized: the unique sightseeing tour route is developed, the interactive project of experience is added, the project of Eyeshan culture park is built, and the feasibility of the project is analyzed.Prolonged the tourist stay in the scenic area, so that the industrial chain "food, housing, travel, travel, shopping, entertainment" in all aspects of the income has been improved.Finally, the paper makes a comparative analysis of the new and old business models of LM tourist attractions, points out the advantages and disadvantages of the optimized design of the business models, and makes a comprehensive evaluation.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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