【摘要】：隨著現(xiàn)代旅游業(yè)的發(fā)展和人們旅游需求的不斷增長，在世界上有越來越多的國家正在把旅游業(yè)上升到國家戰(zhàn)略地位，把發(fā)展旅游業(yè)作為推動產(chǎn)業(yè)升級和轉(zhuǎn)變發(fā)展方式的抓手�！笆濉笔俏覈娼ㄔO(shè)小康社會的重要時期，也是我國轉(zhuǎn)變經(jīng)濟(jì)發(fā)展方式的關(guān)鍵時期，旅游業(yè)在這個大背景下必將迎來黃金發(fā)展時期，山東銀座旅游集團(tuán)一樣既面臨著巨大機(jī)遇又面臨著諸多新挑戰(zhàn)。 本文首先介紹了銀座旅游集團(tuán)概況，回顧了企業(yè)戰(zhàn)略管理的基本理論，隨后根據(jù)PEST分析模型對山東銀座旅游集團(tuán)面臨的宏觀環(huán)境進(jìn)行了分析，在此基礎(chǔ)上，對旅游行業(yè)總體狀況和發(fā)展趨勢進(jìn)行了分析，并詳細(xì)對酒店行業(yè)和旅行社行業(yè)的現(xiàn)狀和發(fā)展進(jìn)行了解析。論文也對山東銀座旅游集團(tuán)內(nèi)部資源能力進(jìn)行了分析。 在對外部環(huán)境和內(nèi)部資源進(jìn)行分析的基礎(chǔ)上，論文總結(jié)了山東銀座旅游集團(tuán)面臨的機(jī)遇和威脅，自身的優(yōu)劣勢，然后利用SWOT分析模型制定出集團(tuán)發(fā)展戰(zhàn)略備選方案，并詳細(xì)描述了戰(zhàn)略定位、總體規(guī)劃、戰(zhàn)略實(shí)施途徑。論文還對銀座旅游集團(tuán)的重點(diǎn)業(yè)務(wù)發(fā)展進(jìn)行了專項(xiàng)戰(zhàn)略規(guī)劃。最后，論文對戰(zhàn)略效益進(jìn)行了預(yù)估并列出戰(zhàn)略實(shí)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.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.6;F272

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