I 摘要 改革开放以来，我国第三产业在整个国民生产总值当中所占的比重越来越大， 旅游业作为第三产业也实现了巨大的发展，为人们在精神文明生活方面提供了重 要的支持。2016年，国家旅游局正式发布“重走长征路”国家红色旅游精品线路， 红色旅游，得到了社会的广泛认可。弘扬长征精神,传承红色基因,加强思想道德建 设,是党中央确定的重国家大战略决策。 CZ公司成立于2016年，隶属于928教育集团，是中国关心下一代工作委员 会共同参与的中国青少年国际营地独家运营单位,成立之初便是为集团公司的客户 提供户外教育服务。公司目前有红色研学、欧美游学、户外营地研学旅行服务业 务，但发展状况不理想。本文主要是通过战略相关的理论工具，对CZ公司进行战 略研究，制定出更加适合于CZ具体的发展战略，使CZ公司能够得到进一步发展。 本研究围绕CZ公司的战略问题，运用战略分析相关的理论，分析出CZ公司 的内外部环境情况，根据战略制定相关的工具，制定出CZ公司的发展战略，并确 定CZ公司的战略目标以及具体的战略实施手段和保障措施。本论文首先介绍了研 究背景、研究意义、研究思路和研究方法；其次是对战略管理和战略工具进行了 相关的综述和介绍，为后面的研究奠定理论基础；接下来是对CZ公司进行PEST 分析、行业环境分析包括五力竞争分析，总结出CZ公司所面临的机会和威胁并运 用EFE矩阵进行定量评价；然后是通过对CZ公司的内部资源情况和经营状况进 行分析，总结出CZ公司所具备的优势和劣势并运用IFE矩阵进行定量评价；再然 后运用SWOT定量分析总结出四种战略，通过SWOT战略四边形和QSPM矩阵得 出CZ公司应该选择以SO2战略为主，再结合CZ公司战略目标阐明CZ公司的战 略选择：以红色旅游业务稳定发展为前提，野外露营旅游协调发展，同时坚持立 足于成都区域市场，并拓展成都以外甚至省外的市场，优化产品结构，提升企业 的运营效率与竞争优势，使企业逐步发展壮大。最后结合CZ公司的具体情况，从 红色研学产品开发、市场拓展、野外露营旅游这三个方面制定了详细的战略实施 措施，并且也从加强人才队伍建设、与上下游企业形成战略联盟、做好客户关系 管理、科学管理内部流程，提高管理效率这几个方面简单阐述了战略实施的保障 措施。 面对激烈竞争的市场环境，本研究对处于旅游行业的细分市场——户外教育 旅游服务企业具有一定的借鉴意义。 关键词：CZ公司，战略定位，教育旅游，SWOT分析 ABSTRACT II ABSTRACT Since the reform and opening up, China ’s tertiary industry has taken a larger and larger share in the gross national product. Tourism as a tertiary industry has also achieved tremendous development, providing important support for people in spiritual and civilized life. In 2016, the National Tourism Administration officially released the “Re-Long March Road” national red tourism boutique line, which raised red tourism to a higher level and was widely recognized by the society. CZ was established in 2016 and is affiliated with the 928 Education Group. The exclusive operator of the China Youth International Camp, which is also concerned about the participation of the Next Generation Working CommitteeFrom the beginning, it was established to provide outdoor education services to its customers. After more than three years of exploration, the company currently mainly has red tourism, European and American study tours, outdoor camping tourism services, but the development situation is not ideal. This article mainly uses strategic related theoretical tools to carry out strategic research on CZ companies and formulate more specific development conditions for CZ companies, so that CZ companies can get further development. This research focuses on CZ's strategic issues, applies the relevant theories of strategic analysis, analyzes the internal and external environment of CZ, formulates related tools based on strategy, develops CZ's development strategy, and determines CZ's strategic objectives and specifics Means of implementation and guarantee measures. This paper first introduces the research background, research significance, research ideas and research methods; secondly, it reviews and introduces the strategic management and strategic tools, which lays the theoretical foundation for the subsequent research; the next is the PEST analysis of CZ company The analysis of the industry environment includes the analysis of the five forces competition, summarizing the opportunities and threats faced by CZ companies and using EFE matrix for quantitative evaluation; then, by analyzing the internal resources and operating conditions of CZ companies, the CZ companies have Use the IFE matrix for quantitative evaluation; then use SWOT quantitative analysis to sum up the four strategies. Through the SWOT strategic quadrilateral and QSPM matrix, it is concluded ABSTRACT III that the CZ company should choose to focus on the SO2 strategy. Further, the CZ company The strategic objectives clarify the strategic choice of CZ: maintain the stable development of the red tourism business, coordinate the development of wild camping tourism, and at the same time insist on a foothold in the Chengdu regional market, and expand the market outside Chengdu and even outside the province, optimize the product structure, and enhance the enterprise Operational efficiency and competitive advantage Grow. Finally, based on the specific situation of CZ Company, detailed strategic implementation measures were formulated from the three aspects of red tourism product development, market development, and outdoor camping tourism, and also from strengthening the construction of talent teams, forming strategic alliances with upstream and downstream enterprises, and doing a good job. Several aspects of customer relationship management, scientific management of internal processes, and improvement of management efficiency briefly explain the guarantee measures for the implementation of the strategy. Facing the fiercely competitive market environment, this thesis has certain reference significance for the outdoor education and tourism service companies in the market segment of the tourism industry. Keywords: CZ company, Strategic positioning, Educational tourism, SWOT analysis 目录 IV 目 录 第一章 绪论 ....................... 1 1.1 选题的背景与意义 ............................. 1 1.1.1 研究背景 ..... 1 1.1.2 研究目的与意义 ........................ 1 1.2 研究的思路与方法 2 1.2.1 研究思路 ..... 2 1.2.2 研究方法 ..... 2 1.3 研究内容与技术路线图 ....................... 2 1.3.1 研究内容 ..... 2 1.3.2 技术路线图 . 3 第二章 相关理论基础 ....... 4 2.1 战略管理概述 ........ 4 2.1.1 战略管理的起源和定义 ............ 4 2.1.2 战略管理的特点 ........................ 5 2.1.3 战略管理的过程 ........................ 6 2.2 企业战略分析理论 7 2.2.1 宏观环境分析 ............................ 7 2.2.2 五力模型分析 ............................ 8 2.2.3 EFE矩阵和IFE矩阵 ................. 8 2.2.4 SWOT分析 .. 9 2.2.5 QSPM矩阵 .. 9 第三章 CZ公司外部环境分析 ....................... 11 3.1 宏观环境分析 ....... 11 3.1.1 政治环境 .... 11 3.1.2 经济环境 .... 11 3.1.3 社会环境 ... 13 3.1.4 技术环境 ... 14 3.1.5 宏观环境分析小结 .................. 14 3.2 行业环境分析 ...... 15 3.2.1 旅游行业发展现状及趋势 ...... 15 目录 V 3.2.2 行业竞争分析 .......................... 16 3.2.3 行业分析小结 .......................... 19 3.3 机会和威胁总结 .. 19 3.4 外部因素综合评价 ............................. 20 第四章 CZ公司的内部环境分析 .................. 21 4.1 CZ公司概述 ........ 21 4.1.1 CZ公司简介 ............................. 21 4.1.2 CZ公司的产品及业务流程 ..... 21 4.2 CZ公司内部资源分析 ....................... 24 4.2.1 人力资源情况 .......................... 24 4.2.2 市场营销情况 .......................... 26 4.2.3 供应商资源情况 ...................... 27 4.2.4 客户资源情况 .......................... 28 4.3 CZ公司经营状况分析 ....................... 28 4.3.1 盈利能力 ... 28 4.3.2 成长能力 ... 29 4.4 优势和劣势总结 .. 30 4.5 内部因素综合评价 ............................. 31 第五章 战略定位与选择 . 33 5.1 CZ公司战略的制定 ........................... 33 5.1.1 SWOT矩阵定性分析 ............... 33 5.1.2 SWOT战略四边形 ................... 34 5.1.3 QSPM矩阵分析 ....................... 35 5.2 完善CZ公司使命和战略目标 ......... 37 5.2.1 CZ公司的使命 ......................... 37 5.2.2 CZ公司的战略目标 ................. 37 5.3 本章小结 .............. 37 第六章 CZ公司的战略实施与保障措施 ...... 39 6.1 战略的实施