青島奧帆中心海上旅游商業(yè)模式創(chuàng)新研究
發(fā)布時(shí)間：2018-08-23 11:10
【摘要】：海上觀光旅游(以下簡(jiǎn)稱“海上旅游”)是現(xiàn)代旅游業(yè)及濱海旅游經(jīng)濟(jì)的重要組成部分,近年來隨國(guó)民收入提高,其需求增長(zhǎng)迅速�！渡綎|半島藍(lán)色經(jīng)濟(jì)區(qū)發(fā)展規(guī)劃》明確提出了“打造國(guó)際知名的濱海旅游目的地”的目標(biāo),山東半島多數(shù)優(yōu)質(zhì)的濱海旅游岸線集中在青島沿線,而青島海上旅游最具代表性的核心集散地,莫過于青島奧林匹克帆船中心(以下簡(jiǎn)稱“青島奧帆中心”)。毗鄰五四廣場(chǎng)、坐擁燕島秋潮,作為奧運(yùn)會(huì)帆船帆板比賽的賽后利用項(xiàng)目,青島奧帆中心具有得天獨(dú)厚的自然資源、基礎(chǔ)實(shí)施和區(qū)位優(yōu)勢(shì),在業(yè)務(wù)開展的近六年時(shí)間里,青島奧帆中心海上旅游已當(dāng)之無愧的成為區(qū)域內(nèi)的行業(yè)重心,其業(yè)務(wù)開展情況,對(duì)指導(dǎo)整個(gè)半島經(jīng)濟(jì)區(qū)旅游業(yè)發(fā)展有示范和帶動(dòng)作用。 發(fā)展戰(zhàn)略研究是一個(gè)企業(yè)為在競(jìng)爭(zhēng)中持續(xù)保持優(yōu)勢(shì)地位所要不斷探尋的永恒的課題,是指導(dǎo)企業(yè)永續(xù)發(fā)展的重要導(dǎo)向。青島奧帆中心海上旅游業(yè)務(wù)正處于發(fā)展的關(guān)鍵時(shí)期,面對(duì)諸多長(zhǎng)久無法克服的問題,其業(yè)務(wù)發(fā)展面臨轉(zhuǎn)型升級(jí)。因此對(duì)其發(fā)展戰(zhàn)略進(jìn)行有效的分析和研究,找出其業(yè)務(wù)開展中所存在的突出問題,嘗試通過系統(tǒng)的分析研究而得出優(yōu)化該業(yè)務(wù)的發(fā)展戰(zhàn)略,并從商業(yè)模式創(chuàng)新的角度系統(tǒng)的構(gòu)建戰(zhàn)略實(shí)現(xiàn)路徑,這將對(duì)奧帆中心海上旅游業(yè)務(wù)的發(fā)展具有極其重要的意義,同時(shí),對(duì)青島、山東沿海乃至全國(guó)海上旅游行業(yè)亦具有較高的參考價(jià)值。 文章基于之前學(xué)者的研究,結(jié)合業(yè)務(wù)實(shí)踐經(jīng)驗(yàn)和業(yè)界普遍共識(shí),界定了海上旅游概念及范疇,并總體闡述青島海上旅游業(yè),尤其是青島奧帆中心海上旅游業(yè)務(wù)所面臨的突出問題,明確了研究對(duì)象；系統(tǒng)論述了價(jià)值鏈、核心競(jìng)爭(zhēng)力、商業(yè)模式及競(jìng)爭(zhēng)戰(zhàn)略理論的研究歷史及成果,并將上述戰(zhàn)略理論融合,提出了商業(yè)模式的五要素模型,為下面的分析研究提供了理論基礎(chǔ)；文章具體以青島奧帆中心海上旅游業(yè)務(wù)作為研究對(duì)象,并先后,使用PEST模型,對(duì)業(yè)務(wù)開展所處的外部環(huán)境進(jìn)行了分析,使用波特五力模型,對(duì)行業(yè)內(nèi)競(jìng)爭(zhēng)情況進(jìn)行了分析,使用價(jià)值鏈理論和核心競(jìng)爭(zhēng)力理論對(duì)企業(yè)內(nèi)部能力進(jìn)行了分析；在使用SWOT模型對(duì)企業(yè)內(nèi)外部環(huán)境進(jìn)行了綜合分析與研究后,筆者以商業(yè)模式理論作為模型,結(jié)合競(jìng)爭(zhēng)戰(zhàn)略理論,嘗試提出了優(yōu)化青島奧帆中心海上業(yè)務(wù)的發(fā)展戰(zhàn)略構(gòu)想,并結(jié)合企業(yè)實(shí)際提出了商業(yè)模式創(chuàng)新的實(shí)現(xiàn)路徑；最后,筆者從目標(biāo)管理、制度保障、產(chǎn)品研發(fā)、創(chuàng)新營(yíng)銷、績(jī)效評(píng)估和風(fēng)險(xiǎn)控制六個(gè)方面論述了戰(zhàn)略實(shí)施的要素,又從人力資源、財(cái)務(wù)、技術(shù)、營(yíng)銷和文化五個(gè)方面論述了戰(zhàn)略實(shí)施的保障。 除明確定義了海上旅游業(yè)務(wù)范疇外,文章提出了商業(yè)模式五要素模型,并將價(jià)值鏈理論、核心競(jìng)爭(zhēng)力、商業(yè)模式理論和競(jìng)爭(zhēng)戰(zhàn)略理論應(yīng)用于青島奧帆中心海上旅游這一具體企業(yè)的具體業(yè)務(wù),填補(bǔ)了這一具體業(yè)務(wù)領(lǐng)域戰(zhàn)略理論應(yīng)用的空白；運(yùn)用理論模型,對(duì)青島奧帆中心海上旅游業(yè)務(wù)進(jìn)行了系統(tǒng)的分析；亦對(duì)青島奧帆中心海上旅游業(yè)務(wù)提出對(duì)策及建議,提供戰(zhàn)略選擇、實(shí)施步驟、要點(diǎn)和保障。 文章通過對(duì)典型企業(yè)典型業(yè)務(wù)之升級(jí)解決方案的研究,試圖解決區(qū)域內(nèi)乃至整個(gè)行業(yè)中長(zhǎng)期并普遍存在的問題,從而為本區(qū)域及行業(yè)的轉(zhuǎn)型升級(jí)提供可行的戰(zhàn)略路徑及發(fā)展方向。
[Abstract]:Marine sightseeing tourism (hereinafter referred to as "marine tourism") is an important part of modern tourism and coastal tourism economy. In recent years, with the increase of national income, its demand has increased rapidly. Qingdao Olympic Sailing Center (hereinafter referred to as "Qingdao Olympic Sailing Center"), adjacent to the May 4th Square, seated on the autumn tide of Yandao, is the most representative core of Qingdao's maritime tourism. As a post-Olympic sailing competition using the event, Qingdao Olympic Sailing Center has won the prize. In the past six years, Qingdao Olympic Sailing Center's marine tourism has become the focus of the industry in the region. The development of its business has demonstrated and promoted the development of the tourism industry in the whole peninsula economic zone.
The study of development strategy is an eternal subject that an enterprise must constantly explore to maintain its dominant position in the competition and is an important guide to the sustainable development of the enterprise. This paper analyzes and studies its development strategy effectively, finds out the outstanding problems existing in its business development, tries to get the development strategy of optimizing the business through systematic analysis and research, and systematically constructs the strategic realization path from the angle of business model innovation, which will be extremely important to the development of the marine tourism business of the Olympic Sail Center. At the same time, it has a high reference value for Qingdao, Shandong coastal and even the national marine tourism industry.
Based on the previous studies, combined with the business practice experience and the general consensus of the industry, this paper defines the concept and category of marine tourism, and expounds the outstanding problems faced by Qingdao marine tourism, especially the Qingdao Olympic Sailing Center marine tourism business, and clarifies the research object; systematically discusses the value chain, core competitiveness, business model. Based on the research history and achievements of the above-mentioned strategic theories, this paper puts forward a five-factor model of business model, which provides a theoretical basis for the following analysis and research. This paper takes Qingdao Olympic Sailing Center's marine tourism business as the research object, and uses the PEST model successively to study the external circle of business development. This paper analyzes the situation, uses Porter's Five-Force Model to analyze the competition in the industry, uses the value chain theory and the core competitiveness theory to analyze the internal ability of the enterprise; after using SWOT model to analyze and study the internal and external environment of the enterprise, the author takes the business model theory as the model and combines the competition. Strategic theory tries to put forward the development strategy conception of optimizing the offshore business of Qingdao Olympic Sailing Center, and puts forward the realization path of business model innovation combining with the actual situation of enterprises. Finally, the author discusses the elements of strategic implementation from six aspects: target management, system guarantee, product research and development, innovative marketing, performance evaluation and risk control. Five aspects of force, finance, technology, marketing and culture are discussed to guarantee the implementation of strategy.
In addition to defining the category of marine tourism business, this paper puts forward a five-factor business model, and applies the value chain theory, core competitiveness, business model theory and competitive strategy theory to the specific business of Qingdao Olympic Sailing Center, which fills the blank of the application of strategic theory in this specific business field. By using the theoretical model, this paper makes a systematic analysis on the marine tourism business of Qingdao Olympic Sailing Center, and puts forward some countermeasures and suggestions on the marine tourism business of Qingdao Olympic Sailing Center, providing strategic choices, implementing steps, key points and guarantee.
This paper tries to solve the long-term and widespread problems in the region and even the whole industry by studying the typical business upgrading solutions of typical enterprises, so as to provide a feasible strategic path and development direction for the transformation and upgrading of the region and industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.7
本文編號(hào)：2198901
[Abstract]:Marine sightseeing tourism (hereinafter referred to as "marine tourism") is an important part of modern tourism and coastal tourism economy. In recent years, with the increase of national income, its demand has increased rapidly. Qingdao Olympic Sailing Center (hereinafter referred to as "Qingdao Olympic Sailing Center"), adjacent to the May 4th Square, seated on the autumn tide of Yandao, is the most representative core of Qingdao's maritime tourism. As a post-Olympic sailing competition using the event, Qingdao Olympic Sailing Center has won the prize. In the past six years, Qingdao Olympic Sailing Center's marine tourism has become the focus of the industry in the region. The development of its business has demonstrated and promoted the development of the tourism industry in the whole peninsula economic zone.
The study of development strategy is an eternal subject that an enterprise must constantly explore to maintain its dominant position in the competition and is an important guide to the sustainable development of the enterprise. This paper analyzes and studies its development strategy effectively, finds out the outstanding problems existing in its business development, tries to get the development strategy of optimizing the business through systematic analysis and research, and systematically constructs the strategic realization path from the angle of business model innovation, which will be extremely important to the development of the marine tourism business of the Olympic Sail Center. At the same time, it has a high reference value for Qingdao, Shandong coastal and even the national marine tourism industry.
Based on the previous studies, combined with the business practice experience and the general consensus of the industry, this paper defines the concept and category of marine tourism, and expounds the outstanding problems faced by Qingdao marine tourism, especially the Qingdao Olympic Sailing Center marine tourism business, and clarifies the research object; systematically discusses the value chain, core competitiveness, business model. Based on the research history and achievements of the above-mentioned strategic theories, this paper puts forward a five-factor model of business model, which provides a theoretical basis for the following analysis and research. This paper takes Qingdao Olympic Sailing Center's marine tourism business as the research object, and uses the PEST model successively to study the external circle of business development. This paper analyzes the situation, uses Porter's Five-Force Model to analyze the competition in the industry, uses the value chain theory and the core competitiveness theory to analyze the internal ability of the enterprise; after using SWOT model to analyze and study the internal and external environment of the enterprise, the author takes the business model theory as the model and combines the competition. Strategic theory tries to put forward the development strategy conception of optimizing the offshore business of Qingdao Olympic Sailing Center, and puts forward the realization path of business model innovation combining with the actual situation of enterprises. Finally, the author discusses the elements of strategic implementation from six aspects: target management, system guarantee, product research and development, innovative marketing, performance evaluation and risk control. Five aspects of force, finance, technology, marketing and culture are discussed to guarantee the implementation of strategy.
In addition to defining the category of marine tourism business, this paper puts forward a five-factor business model, and applies the value chain theory, core competitiveness, business model theory and competitive strategy theory to the specific business of Qingdao Olympic Sailing Center, which fills the blank of the application of strategic theory in this specific business field. By using the theoretical model, this paper makes a systematic analysis on the marine tourism business of Qingdao Olympic Sailing Center, and puts forward some countermeasures and suggestions on the marine tourism business of Qingdao Olympic Sailing Center, providing strategic choices, implementing steps, key points and guarantee.
This paper tries to solve the long-term and widespread problems in the region and even the whole industry by studying the typical business upgrading solutions of typical enterprises, so as to provide a feasible strategic path and development direction for the transformation and upgrading of the region and industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.7
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