本文選題：旅行社 + 青城鎮(zhèn)�。� 參考：《蘭州大學(xué)》2012年碩士論文

【摘要】：近年來,隨著社會經(jīng)濟(jì)的迅速發(fā)展,我國人們的生活水平顯著提高,城鄉(xiāng)居民旅游需求急劇增加,旅游企業(yè)的競爭也逐漸加劇,X旅行社是一家中小型旅游企業(yè),原有的經(jīng)營模式已不能應(yīng)對激烈的市場競爭,要擺脫所處的不利局面,企業(yè)的經(jīng)營戰(zhàn)略必須有一個調(diào)整和改變。 本文通過運用競爭戰(zhàn)略理論、專一化戰(zhàn)略理論、核心能力競爭理論、利益者相關(guān)理論,對社會文化環(huán)境、經(jīng)濟(jì)環(huán)境、政治環(huán)境等外部環(huán)境進(jìn)行了分析,闡述了企業(yè)面臨的機(jī)會和威脅,并且通過對X旅行社的管理體制、人力資源、財務(wù)狀況等企業(yè)內(nèi)部環(huán)境的分析,查明了企業(yè)在資源能力等方面的優(yōu)勢與劣勢。分析旅游行業(yè),整體市場競爭激烈,產(chǎn)品開發(fā)困難,但是一些特殊旅游領(lǐng)域市場供給存在著明顯的不足,對此,企業(yè)在應(yīng)對市場競爭中,可以采取專一化戰(zhàn)略,避免原先“小而全”的建制和業(yè)務(wù)上面面俱到而又面面不到位的矛盾。 通過收集內(nèi)外部資料,發(fā)現(xiàn)在細(xì)分市場中,文化旅游市場規(guī)模在不斷擴(kuò)大,企業(yè)已經(jīng)有一定的運營經(jīng)驗,可以集中優(yōu)勢和力量,從文化旅游這一特色旅游領(lǐng)域中尋找出路,本文以甘肅省青城鎮(zhèn)文化旅游線路和旅游產(chǎn)品為例,運用SWOT分析法,對企業(yè)進(jìn)行經(jīng)營戰(zhàn)略調(diào)整進(jìn)行了分析,希望以此為X旅行社選擇和制定科學(xué)合理的經(jīng)營戰(zhàn)略。
[Abstract]:In recent years, with the rapid development of social economy, the standard of living of people in our country has improved significantly, the demand for tourism of urban and rural residents has increased sharply, and the competition of tourism enterprises has been intensified gradually, which is a small and medium-sized tourism enterprise. The original management mode can no longer cope with the fierce market competition. In order to get rid of the unfavorable situation, the management strategy of the enterprise must be adjusted and changed. By using the theory of competition strategy, the theory of specialization strategy, the theory of core competence competition, and the theory of stakeholders, this paper analyzes the social and cultural environment, the economic environment, the political environment and other external environments, such as the social and cultural environment, the economic environment, the political environment and so on. This paper expounds the opportunities and threats faced by the enterprises, and through the analysis of the management system, human resources and financial situation of X travel agency, finds out the advantages and disadvantages of the enterprises in the aspects of resource ability and so on. Analyzing the tourism industry, the overall market competition is fierce, and the product development is difficult, but there are obvious deficiencies in the market supply in some special tourism fields. In response to this, enterprises can adopt the strategy of specialization in dealing with the market competition. Avoid the original "small and complete" system and business-wide and balanced conflict. Through collecting internal and external information, we find that in the subdivision market, the scale of the cultural tourism market is constantly expanding, the enterprises already have some operational experience, can concentrate their advantages and forces, and look for a way out from the cultural tourism, which is a characteristic tourism field. Taking the cultural tourism routes and tourism products of Qingcheng in Gansu Province as an example, this paper analyzes the management strategy adjustment of enterprises by using SWOT analysis method, hoping to select and formulate scientific and reasonable management strategy for X travel agency.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.6

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