I 摘要 随着人们闲暇时间的增加和可支配收入的提高，旅游产业也得到了快速发展， 越来越多的社会民众参与到旅游活动中。旅游不仅具有庞大的消费基础，也能够 打破过往的区位观念、民族观念，且在完善的交通网络支持下，旅游淡旺季也不 如过往分明。 在旅游产业发展早期，游客的旅游目的大多为观赏美景、参观古迹，随着时 代发展和精神文明建设推进，游客对于旅游的要求也逐渐增多，更倾向于在旅游 活动中获得知识、放松身心、实现体验。这意味着旅游产业在形式层面、内容层 面均需要作出主动创新，展现出多元化发展趋势。创意产业和创意服务应运而生， 为迎合市场发展需求，旅游景区和地区文化相结合，形成文化创新旅游产业，这 不光符合文化领域和旅游领域结合发展的需要，也可以提高旅游产业发展质量。 在今年我国两会中也明确指出要进一步扩大内需，优化产业结构，鼓励生活服务 业迅速发展，这表明发展文化旅游已是新时代的要求。 XG 公司成立于 2012 年，主要经营文化旅游及景点开发，依托鬼谷文化，建 有鬼谷文化产业园，并在此基础上举办了各种艺术节。XG 公司作为一个典型的中 小型旅游企业，在同行业竞争越来越激烈的社会现实下，科技含量低，旅游模式 同质化，人才结构单一等弱势逐渐显现出来。如何保持长远的竞争优势，拥有一 套适合自身发展的企业战略成为该公司急需解决的问题。 本文基于对 XG 公司外部环境及内部环境的分析，建立对应的 SWOT 分析矩 阵模型，结合模型结果及公司经营现状，最终决定采取文化和旅游融合的发展战 略。其中，在战略执行上，主要从产品、服务、形象、人才四个方面着手，并依 靠发掘更多融资渠道、提高工作人员素质、争取有力的政策帮助等保障措施来推 动战略的实施，促使公司取得经济上的突破发展。 通过对 XG 公司发展战略的分析，不仅给该公司的发展提出了科学的、合理 的指导意见，而且对邯郸市临漳县的整体旅游发展提供参考，也能让其他的公司 有效借鉴。 关键词：文化旅游；创新；发展；战略河北工程大学硕士学位论文 II Abstract With the increasing of people's entertainment time and increasing income, the tourism industry has also developed rapidly, and more and more people participate in tourism activities. Tourism has a broad mass base, the traditional regional concept, national concept is further broken, tourism season is no longer obvious. At the beginning of tourism development, people mainly aim at visiting scenic spots, historical sites and natural landscapes. However, with the development of economy, culture and education, people are no longer satisfied with simply "looking at mountains and water", but more demand to acquire knowledge and experience life in the process of tourism. This means that the tourism industry needs to make initiative innovation in both form and content to show a diversified development trend. Creative industries and services emerge as The Times require. To adapt to the market’s development better, the combination of tourist attractions and regional culture forms a culturally innovative tourism industry, which not only conforms to the rule of cultural industry and tourism industry's integration, but also realizes the transition of tourism from quantitative change to qualitative change. At the same time, China's two sessions in 2020 mentioned to implement the strategy of expanding domestic demand, accelerate the transformation of development methods and promote the recovery and development of life service industries such as culture, tourism, and repast. The development of cultural tourism has become a requirement of the new era. Founded in 2012, XG mainly engages in cultural tourism and scenic spot development. Relying on the Guigu culture, XG has built a Guigu Cultural Industrial Park, on which various art festivals have been held. As a great and small tourism enterprise, XG company should be faced in increasingly fierce industry competition by means of its disadvantages, such as low technological content, homogenized tourism mode and single talent structure, gradually appearing. How to keep the long-range competitive superiority of an enterprise and institute a scientific development strategy has become an urgent problem for enterprises. At the base of the analysis of the external and internal conditions of XG Company, this paper uses SWOT analysis method, carries out the development goal combined with the model result, and according to the company's management presentAbstract III situation, finally decided to take the culture and tourism integration development strategy, in the implementation of the strategy, the company mainly starts from four aspects: product, service, image and talent, and relies on exploring more financing channels, improving staff quality, seeking for powerful policy help to promote the implementation of the strategy, so as to promote the company to achieve economic breakthrough and development. The analysis of XG company's development strategy not only provides scientific guidance for the company's development, but also provides a reference for the overall development of Linzhang County's tourism industry, so that other companies can effectively learn from it. Keywords: culture-tourism; innovation; current situation; measures.河北工程大学硕士学位论文 IV 目 录 摘要............................................................................................................................ I ABSTRACT.................................................................................................................. II 第 1 章 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.......................................................................................................2 1.2 研究思路与方法..................................................................................................2 1.2.1 研究思路.......................................................................................................2 1.2.2 研究方法.......................................................................................................3 1.3 论文结构安排......................................................................................................4 1.4 研究内容..............................................................................................................5 第 2 章 文化创新旅游产业发展相关理论和文献综述..............................................6 2.1 文化产业与旅游产业融合相关理论..................................................................6 2.1.1 旅游产业.......................................................................................................6 2.1.2 文化产业.......................................................................................................6 2.1.3 产业融合理论...............................................................................................7 2.2 文化创新旅游产业的内涵..................................................................................8 2.3 企业战略管理相关理论......................................................................................9 2.4 国内外研究现状................................................................................................10 2.4.1 国外研究现状.............................................................................................10 2.4.2 国内研究现状.............................................................................................11 2.5 本章小结............................................................................................................13 第 3 章 XG 公司外部环境及 SWOT 分析................................................................14 3.1 XG 公司简介......................................................................................................14 3.1.1 主营产品和经营状况.................................................................................14 3.1.2 组织结构.....................................................................................................14 3.2 旅游资源分析....................................................................................................15 3.2.1 人文资源.....................................................................................................15 3.2.2 自然资源.....................................................................................................16 3.2.3 资源评价.....................................................................................................16目 录 V 3.3 公司外部环境分析............................................................................................17 3.3.1 政治环境分析.............................................................................................17 3.3.2 经济环境分析.............................................................................................18 3.3.3 社会环境分析.............................................................................................20 3.3.4 技术环境分析.............................................................................................21 3.4 XG 公司 SWOT 分析........................................................................................22 3.4.1 优势分析.....................................................................................................22 3.4.2 劣势分析.....................................................................................................23 3.4.3 威胁分析.....................................................................................................24 3.4.4 机遇分析.....................................................................................................24 3.4.5 XG 公司 SWOT 矩阵分析及战略选择......................................................25 3.5 本章小结............................................................................................................28 第 4 章 XG 公司发展战略分析及实施措施.............................................................29 4.1 XG 公司发展战略分析......................................................................................29 4.1.1 XG 公司实施文化旅游融合的必要性.......................................................29 4.1.2 XG 公司实施文化旅游融合的可行性.......................................................31 4.1.3 发展目标及定位选择分析.........................................................................33 4.2 XG 公司发展战略具体措施..............................................................................34 4.2.1 文化旅游产品融合创新.............................................................................34 4.2.2 文化旅游服务融合创新.............................................................................36 4.2.3 文化旅游融合企业形象提升.....................................................................39 4.2.4 整合文旅融合营销资源.............................................................................41 4.3 本章小结............................................................................................................42 第 5 章 XG 公司发展战略实施保障.........................................................................44 5.1 争取更多政策保障............................................................................................44 5.1.1 促进旅游业区域合作.................................................................................44 5.1.2 加强基础设施建设.....................................................................................44 5.1.3 有效保障公司文化产权.............................................................................45 5.2 完善人力资源管理体系....................................................................................45 5.2.1 完善招聘体系.............................................................................................45 5.2.2 建立健全培训体系.....................................................................................45 5.2.3 完善激励举措.............................................................................................46 5.3 建立文化旅游融合发展专项基金，提供充足资金保障................................46 5.4 本章小结............................................................................................................47河北工程大学硕士学位论文 VI 结 论..........................................................................................................................48