随着国内旅游业随之蓬勃发展，旅游内容变的丰富多彩，旅游行业竞争激 烈前所未有，各类型景区发展参差不齐，发展中问题突出，既有共性又有个性。 论文以河南省TR旅游公司尧山景区作为个体代表进行研究，通过对国内外旅游 发展理论研究，对TR旅游公司实地调研，综合运用MBA专业课程所传授知识对 TR旅游公司尧山景区的发展战略进行研究。 首先，论文查阅国内外旅游发展战略相关理论研究，学习优秀研究理论， 通过理论学习，为旅游发展规划提供思想借鉴，确保对目标研究对象研究理论 有基础，研究有传承、有创新。 其次，通过对TR旅游公司实地调研，运用PEST对外部宏观环境分析、SWOT 分析构建SWOT分析矩阵得出：采用WO 战略（劣势—机会）：利用外部有利机 会来弥补内部劣势，化劣势为优势，变被动为主动，利用跨界融合思维，增强 旅游服务，重新定位，摆脱传统旅游限制，实现突破样式发展。在发展战略方 面应实行特色经营的发展战略。论文对TR旅游公司尧山景区重新定位，提出具 体的发展规划：定位于成为“旅游综合服务提供商”；发展规划分三个阶段： 第一阶段采取为韬光养晦阶段，为“追随者”采用追随策略，对标同类型 景区，找差距、抓落实，以切实可行的措施，丰富完善TR旅游公司产品体系、 市场营销体系建设规划、景区交通规划、住宿餐饮规划、旅游商品规划、信息 规划以及景区安全保障措施，解决TR旅游公司“生存”问题； 第二阶段超越阶段，为 “超越者”，采用“走出去”战略，在做好传统旅 游景区经营管理基础上，利用跨界思维，轻资产运作、拓宽旅游生态链、拓展 旅游服务对象（由服务单一游客向服务游客和旅游景区转变），增加旅游服务、 旅游景区规划、景区管理咨询服务、旅游经营托管等旅游服务产品，从根本上 解决传统旅游发展受时间、空间、气候、天气、地理位置、资金等因素影响， 解决TR旅游公司“发展”问题； II 第三阶段采用引领阶段，为“引领者”，采用引领策略，通过标准化旅游 服务提供、品牌化旅游服务产品推广、产业融合旅游服务引领，解决TR旅游公 司“可持续发展”问题。 论文为TR旅游公司制定的发展战略是切实可行的，创新的利用跨界融合思 维，对TR旅游公司发展重新定位，打破传统旅游规划界限，提出“旅游综合服 务提供商”这一概念，在很大程度上为其他旅游景区的发展战略制定提供新思 路，具有很好借鉴意义。 关键词：旅游发展战略；PEST分析；SWOT分析；旅游综合服务提供商；尧山 III Abstract With the rapid development of domestic tourism, the content of tourism becomes rich and colorful, the competition of tourism industry is unprecedented, the development of various types of scenic spots is uneven, the problems in development are prominent, both common and individual. In this paper, Yaoshan scenic area, a TR tourism company in Henan Province, is taken as an individual representative for research. Based on the theoretical research of tourism development at home and abroad, the field survey of TR tourism company is carried out, and the development strategy of Yaoshan scenic area, a TR tourism company, is studied by comprehensively using the knowledge imparted by MBA professional courses. First of all, the paper refers to the relevant theoretical research of tourism development strategy at home and abroad, studies excellent research theories, and provides ideological reference for tourism development planning through theoretical learning, so as to ensure that the research theory of the target research object has foundation, research has inheritance and innovation. Secondly, through the on-the-spot investigation of TR tourism company, using pest to analyze the external macro environment and SWOT analysis to build SWOT analysis matrix, we can draw the following conclusions: using WO Strategy (disadvantage opportunity): take advantage of external favorable opportunities to make up for internal disadvantages, turn disadvantages into advantages, turn passivity into initiative, use cross-border integration thinking, enhance tourism services, reposition, get rid of traditional tourism restrictions, and achieve breakthrough pattern development. In the aspect of development strategy, we should implement the development strategy of characteristic management. This paper re orientates Yaoshan scenic spot of TR tourism company and puts forward specific development plan: to be a "comprehensive tourism service provider"; the development plan is divided into three stages: IV In the first stage, we will adopt the following strategy for "followers" to target the same type of scenic spots, find gaps and implement them. With practical measures, we will enrich and improve TR's product system, marketing system construction planning, scenic traffic planning, accommodation and catering planning, tourism commodity planning, information planning and scenic safety assurance measures, and solve TR's tourism The problem of "survival" of tour companies; The second stage is beyond the stage "Surveyors" adopt the strategy of "going out", on the basis of doing well in the operation and management of traditional tourist attractions, use cross-border thinking, light the operation of assets, broaden the tourism ecological chain, expand the tourism service objects (from serving single tourists to serving tourists and tourist attractions), and increase tourism services, tourism scenic spot planning, scenic spot management consulting services, tourism operation trusteeship, ETC Service products can fundamentally solve the problem that traditional tourism development is affected by time, space, climate, weather, geographical location, capital and other factors, and solve the "development" problem of TR tourism company; The third stage is the leading stage, which is the "leader" and adopts the leading strategy to solve the "sustainable development" problem of TR tourism company through standardized tourism service provision, brand tourism service product promotion and industry integration tourism service guidance. The development strategy of the paper for TR tourism company is feasible, innovative use of cross-border integration thinking, re positioning the development of TR tourism company, breaking the boundaries of traditional tourism planning, and putting forward the concept of "comprehensive tourism service provider", which to a large extent provides new ideas for the development strategy of other tourist attractions, has a good reference significance. Key words: Tourism development strategy; PEST analysis; SWOT analysis; tourism integrated service provider; Yaoshan V 图和附表清单 附图 论文框架图 表2-1 TR旅游公司尧山景区经营项目表 表2-2 TR旅游公司尧山景区2015年至2019年2月年度客流量统计表 表2-3 TR旅游公司尧山景区2015年至2019年2月年度营业收入统计表 表4-1 TR旅游公司客源市场现状 表4-2 TR旅游公司市场细分一览表 表4-3 TR旅游公司尧山景区所需床位现状和未来预测表 表4-4 TR旅游公司尧山景区餐位分布现状和未来预测表 VI 目录 摘要 ............................................ I ABSTRACT ...................................... III 图和附表清单 ..................................... V 第一章 引言 ..................................... 9 第一节 研究背景 ............................................... 9 第二节 研究意义 .............................................. 10 一 解决TR旅游公司发展困境问题 ................................... 10 二 助力地方经济发展，创造新的就业机会。 .......................... 10 三 丰富自然资源类旅游理论与实践研究 .............................. 10 第三节 国内外研究综述 ........................................ 11 一 国外旅游发展研究 .............................................. 11 二 国内旅游发展研究 .............................................. 12 三 研究评述 ...................................................... 13 第四节 研究思路、方法及框架 .................................. 15 一 研究思路 ...................................................... 15 二 研究方法 ...................................................... 16 第五节 研究目标 .............................................. 17 第二章 TR旅游公司现状简介 ................... 18 第一节 公司简介 .............................................. 18 第二节 经营情况简析 .......................................... 19 一 旅游公司经营项目 .............................................. 19 二 旅游公司营业收入现状 .......................................... 19 第三章 TR旅游公司发展环境分析 ...