随着人民生活水平的不断提升，人们外出旅游消费的意愿不断增强， 推动了我国旅游市场的快速发展。而在旅游市场发展的过程中，同质化问 题不断显现，游客的旅游消费潜力得不到深度释放。 LS旅游公司成立于2015年9月，是HY景区的投资开发公司，主要负 责HY古镇景区的建设、运营与管理，是贺州市人民政府为全面整合旅游资 源、加快推进产业转型升级而组建的旅游经营主体。在同质化严重的旅游 竞争背景下，本文通过使用PEST工具分析了LS旅游公司所涉旅游业的特 征以及公司的宏观环境，用SWOT工具分析公司内外部的优势与劣势，机遇 与挑战。系统列举了LS旅游公司在运营HY景区时出现的多种问题，从问 题着手，分析产生这些问题的原因，选择并匹配LS旅游公司的竞争策略， 认为LS旅游公司的竞争战略应是差异化竞争战略。实施差异化战略的方案 为：整合产业链价值，从景区运营、营销、服务三方面实现差异化，以帮 助公司在竞争激烈的市场中建立坚实的优势基础并实现长期发展。基于有 效实施战略的目标，本文将从人力资源管理、组织建设、资金管理、文化 体系建设和风险防范等五个方面确保竞争战略的具体实施。 关键词：旅游业发展 竞争战略 战略实施 II RESEARCH ON COMPETITIVE STRATEGY OF LS TOURISM COMPANY ABSTRACT LS Tourism Company was established in September 2015, the investment and development company of HY scenic spot , mainly responsible for the construction, operation and management of HY ancient town scenic spot. More than 130 employees. Since 1950, modern tourism has become a relatively independent industry. Especially with the continuous growth of the world economy and the improvement of the living standards of residents in various countries, tourism is recognized internationally as a “sunrise industry”. Therefore, in the new stage, the active development of the tertiary industry such as the tourism service industry is also an important force for China's economic development. In this article, the PEST tool is used to analyze the characteristics of the LS company's tourism industry and the company's macro environment, and it is concluded that the tourism industry is an industry with great potential for development. Use SWOT tools to analyze the internal and external advantages and disadvantages, opportunities and challenges of the company. The system lists a variety of problems that LS Tourism Company has when operating the HY scenic area. Starting from the problems, analyze the reasons for these problems, select and match LS The company's competition strategy believes that the competition III strategy of LS Tourism Company should be a differentiated competition strategy. The scheme of implementing the differentiation strategy is to integrate the value of the industrial chain and realize the differentiation from the scenic operation, service and marketing, to help them establish a solid market in the fiercely competitive market Foundation of advantages and achieve long-term development. With the effective implementation of the strategy as the goal, this article ensures the specific implementation of the competitive strategy from five aspects: organizational construction, human resource management, capital management, cultural system construction and risk prevention. KEY WORDS: Tourism Development；Competitive Strategy；Implementation Strategy IV 目录 摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................. II 第一章 绪论 .............................................................................................................................. 1 1.1选题背景 .......................................................................................................................... 1 1.2研究意义 .......................................................................................................................... 1 1.2.1理论意义 .................................................................................................................... 1 1.2.2现实意义 .................................................................................................................... 2 1.3相关理论与研究现状 ...................................................................................................... 2 1.3.1企业战略的相关理论 ................................................................................................ 2 1.3.2企业竞争战略 ............................................................................................................ 2 1.3.3国内外研究现状 ........................................................................................................ 5 1.4研究内容和研究方法 ...................................................................................................... 7 1.4.1研究内容 .................................................................................................................... 7 1.4.2研究方法 .................................................................................................................... 8 1.5论文可能的创新点 .......................................................................................................... 8 第二章LS旅游公司外部环境分析 ......................................................................................... 9 2.1宏观环境分析 .................................................................................................................. 9 2.1.1政治环境 .................................................................................................................... 9 2.1.2经济环境 .................................................................................................................. 10 2.1.3社会文化环境 .......................................................................................................... 10 2.1.4技术环境 .................................................................................................................. 11 2.2行业环境分析 ................................................................................................................ 12 2.2.1中国旅游业现状与发展趋势 .................................................................................. 12 2.2.2贺州市旅游业发展现状 .......................................................................................... 14 2.3行业竞争环境分析 ........................................................................................................ 15 2.3.1供应商讨价还价能力分析 ...................................................................................... 15 2.3.2购买者的议价能力 .................................................................................................. 15 2.3.3潜在的行业新进入者的威胁 .................................................................................. 16 2.3.4替代品的替代能力 .................................................................................................. 16 2.3.5现有竞争者分析 ...................................................................................................... 16 第三章LS旅游公司内部环境分析 ....................................................................................... 18 3.1公司简介 ........................................................................................................................ 18 V 3.2 LS旅游公司内部资源和能力分析 ............................................................................... 18 3.2.1资源分析 .................................................................................................................. 18 3.2.2能力分析 .................................................................................................................. 20 第四章LS旅游公司竞争战略选择 ....................................................................................... 23 4.1公司使命、愿景与目标 ................................................................................................ 23 4.1.1公司使命 ........................................................................................