随着我国的综合实力大幅提升，旅游业正处在一个蓬勃发展的时期。作为无 污染、低碳循环经济的代表性产业，旅游业自然也是可持续发展战略的首选之一。 旅游的精髓就是文化，而文化的发展则主要依赖于旅游。目前，文化旅游产业已 经成为地方经济得到飞速发展成为一条重要的途径。杭州作为京杭大运河最南端 的标志，自运河综保工程开始至今，对运河沿线的开发、保护、经营具有较强的 示范作用。杭州运河集团文化旅游有限公司，作为杭州市属国有企业杭州运河集 团全资子公司，对其进行相关研究具有较为重要的意义。 在本文中，首先介绍了文化旅游行业的研究背景与意义，基于此确立了本研 究的思路及结构。随后，在分析目前企业的基本情况与发展状况的基础上，借助 于SWOT模型分析法，综合性地分析了企业的内部优势与劣势、外部机会与威胁， 并以此为基础，创建了一个二维矩阵（两个维度分别为自身的优势与劣势、外界 的机会和威胁），针对企业可使用的战略组合，做出了详细地分析，同时针对该 公司发展的战略思想、目标、重点以及保障实施的策略，做出了分析与总结。 通过对运河文旅公司发展战略研究，有利于运河历史人文风采的展示及中国 传统文化的传播。有利于推动企业从传统商业经营向服务型、创新型方向转变。 本文的研究工作对杭州运河文旅公司未来可持续发展具有重要的指导价值，进而 对杭州及中国文化旅游产业及大运河文化带建设起到一定借鉴意义。 关键词，杭州运河文旅，发展战略，SWOT 矩阵 论文类型，应用研究浙江工业大学硕士学位论文 杭州运河文旅公司发展战略研究 III Research on development strategy of Hangzhou canal cultural tourism corporation ABSTRACT With the substantial improvement of China's comprehensive strength, the tourism industry is in a period of vigorous development. As a representative industry with no pollution and low carbon recycling economy, tourism is naturally one of the first choices for sustainable development strategies. The essence of tourism is culture, and the development of culture depends mainly on tourism. At present, cultural tourism industry has become an important way for the rapid development of local economy.As the southernmost symbol of the Beijing-Hangzhou Grand Canal, Hangzhou has a strong demonstration role in the development, protection and operation of the canal along the canal. Hangzhou Canal Group Cultural Tourism Co., Ltd. as a wholly-owned subsidiary of Hangzhou Canal Group, a state-owned enterprise in Hangzhou. It is of great significance to study it. In this paper, we first introduce the research background and significance of the cultural tourism industry, based on which the idea and structure of this research are established. Then, based on the analysis of the current basic situation and development status of the enterprise, the SWOT model analysis method is used to comprehensively analyze the internal advantages and disadvantages of the enterprise, external opportunities and threats, and based on this, a second is created. Dimensional matrix (two dimensions are their own strengths and weaknesses, external opportunities and threats), and a detailed analysis of the strategic combinations that can be used by enterprises, as well as strategic thinking, goals, priorities and guarantees for the company's development The implementation strategy has been analyzed and summarized. Through the research on the development strategy of Canal Cultural Travel Company, it is beneficial to the display of the historical and humanistic style of the Canal and the dissemination of Chinese traditional culture. It is conducive to promoting the transformation of enterprises from traditional business operations to浙江工业大学硕士学位论文 杭州运河文旅公司发展战略研究 IV service-oriented and innovative ones. The research work of this paper has important guiding value for the future sustainable development of Hangzhou Canal Cultural Travel Company, and then has certain reference significance for the construction of Hangzhou and China's cultural tourism industry and the Grand Canal Cultural Belt. KEYWORDS: Hangzhou canal cultural tourism；development strategy ；SWOT matrix TYPE OF DISSERTATION / THESIS: Application research浙江工业大学硕士学位论文 杭州运河文旅公司发展战略研究 V 目录 1 绪论...........................................................................................................1 1.1 研究背景与研究意义.....................................................................................1 1.1.1 研究背景...............................................................................................1 1.1.2 研究意义...............................................................................................1 1.2 国内外文献综述.............................................................................................2 1.2.1 国外研究现状......................................................................................2 1.2.2 国内研究现状......................................................................................3 1.3 研究内容与研究框架.....................................................................................6 1.3.1 研究内容..............................................................................................6 1.3.2 研究框架..............................................................................................6 1.4 相关理论基础及方法.....................................................................................7 1.4.1 企业战略管理理论..............................................................................7 1.4.2 企业战略管理所运用的主要方法......................................................8 1.5 本文的创新点.................................................................................................9 2 杭州运河文旅公司内部环境分析........................................................11 2.1 杭州运河文旅公司现状...............................................................................11 2.2 内部环境分析...............................................................................................11 2.2.1 组织架构的分析.................................................................................11 2.2.2 资源状况分析....................................................................................13 2.2.3 核心能力分析....................................................................................13 2.3 内部环境的优势与劣势分析.......................................................................14 2.3.1 优势分析............................................................................................14 2.3.2 劣势分析............................................................................................15 3 杭州运河文旅公司外部环境分析........................................................17 3.1 杭州运河文旅公司 PEST 分析.....................................................................17 3.1.1 政治法律环境的分析........................................................................17 3.1.2 经济环境分析....................................................................................18 3.1.3 社会文化环境的分析........................................................................19 3.1.4 技术环境分析....................................................................................20 3.2 杭州运河文旅公司所处行业环境分析.......................................................21 3.2.1 我国文化旅游行业的基本情况........................................................21浙江工业大学硕士学位论文 杭州运河文旅公司发展战略研究 VI 3.2.2 我国文化旅游行业存在的主要问题................................................22 3.2.3 我国文化旅游行业的发展趋势........................................................23 3.3 杭州运河文旅公司行业竞争........................................................................24 3.3.1 潜在进入者的威胁............................................................................25 3.3.2 供应商议价能力................................................................................25 3.3.3 买方议价能力....................................................................................26 3.3.4 替代品的威胁....................................................................................26 3.3.5 行业内现有企业的竞争程度............................................................26 3.4 杭州运河文旅公司外部环境的机会威胁分析...........................................26 3.4.1 机会分析............................................................................................27 3.4.2 威胁分析............................................................................................27 4 杭州运河文旅公司发展战略................................................................29 4.1 SWOT 矩阵分析..............................................................................................29 4.2 战略指导思想................................................................................................31 4.3 战略发展目标................................................................................................31 4.4 杭州运河文旅公司发展战略策略选择........................................................32 5 杭州运河文旅公司战略实施与保障....................................................35 5.1 杭州运河文旅公司战略实施.......................................................................35 5.1.1 再造景区存量....................................................................................35 5.1.2 抓住拥江发展机遇，拓展沿线旅游产业........................................37 5.1.3 发展会奖旅游.....................................................................................39 5.1.4 产业投资战略.....................................................................................39 5.1.5 运河文旅资本战略措施.....................................................................41 5.1.6 运河文旅人才战略措施.....................................................................42 5.2 杭州运河文旅公司战略实施保障体系.......................................................43 5.2.1 组织结构调整.....................................................................................43 5.2.2 人力资源战略调整.............................................................................44 5.2.3 信息化战略调整.................................................................................44 5.2.4 企业文化战略.....................................................................................44 5.3 杭州运河文旅公司战略实施评价................................................................45 结 论...........................................................................................................46