I 摘要 我国经济总量跃居世界第二，人民的生活水平大幅提升，人们越来越重视精 神生活的充实，旅游逐渐成为一种时尚。全域旅游的概念应运而生，这一发展理 念，成为我国当前旅游开发的核心指导思想。在全域旅游时代下，乡村旅游也迎 来了新的机遇。 本文以邯郸地区目前发展态势较好的枣苑旅游公司为研究对象，枣苑旅游公 司依托于邯郸市小堤村旅游资源和当地政府的大力支持，公司规模不断扩大。本 人通过实地调查，发放调查问卷，参阅相关文献资料，学习企业战略管理相关理 论，运用PEST、SWOT、五力竞争模型等三种分析方法，深入剖析了枣苑旅游公 司成长的内外部环境，其中，外部环境主要为国家政策上的支持为公司发展提供 了广阔前景，内部环境主要为小堤村这一不可替代的旅游资源以及当地村民的积 极参与等，通过分析枣苑旅游公司发展的自身优势、劣势以及内外部环境面临的 机遇和威胁，制定了枣苑旅游公司未来发展战略，在全域旅游大环境下形成独特 的核心竞争力，以此推动公司的可持续发展。 关键词:枣苑旅游公司；全域旅游；企业战略管理 Abstract Ⅱ Abstract China'seconomicaggregatehasbecomethesecondlargestintheworld， people'slivingstandardshavebeengreatlyimproved,peoplearepayingmoreand moreattentiontotheenrichmentofspirituallife,andtourismhasgraduallybecomea fashion.Theconceptofuniversetourismemergesattherightmoment.This developmentconcepthasbecomethecoreguidingideologyofChina'scurrent tourismdevelopment.Intheeraofuniversetourism,thetourismindustryisdeveloping rapidlyandruraltourismhasalsousheredinnewopportunities. ZaoyuanTourismDevelopmentCompany,whichiscurrentlydevelopingwellin Handanarea,istheresearchobject.ZaoyuanTourismDevelopmentCompanyrelies onthetourismresourcesofXiaodiVillageinHandanCityandthestrongsupportof thelocalgovernment,andthecompany'sscalecontinuestoexpand.Through on-the-spotinterviews,issuingquestionnaires,referringtorelevantdocumentsand materials,learningtherelevanttheoriesofenterprisestrategicmanagement,andusing threeanalysismethodsofPEST,SWOTandFiveForcesCompetitionModel,this paperanalyzesindepththeinternalandexternalenvironmentforthegrowthof ZaoyuanTourismDevelopmentCompany.Amongthem,theexternalenvironment mainlyprovidesbroadprospectsforthedevelopmentofthecompanywiththesupport ofnationalpolicies,andtheinternalenvironmentmainlyincludesXiaodiVillage,an irreplaceabletourismresourceandtheactiveparticipationoflocalvillagers.By analyzingtheadvantagesanddisadvantagesofthedevelopmentofZaoyuanTourism DevelopmentCompany,aswellastheopportunitiesandthreatsfacedbytheinternal andexternalenvironment,ithasformulatedthefutureofZaoyuanTourism DevelopmentCompany. keywords:ZaoyuanTourismDevelopmentCompany；universetourism；enterprise strategicmanagement 目录 目录 摘要.............................................................................................................................I Abstract.....................................................................................................................II 第1章绪论...............................................................................................................1 1.1研究背景和意义..........................................................................................1 1.1.1研究背景..........................................................................................1 1.1.2研究意义..........................................................................................1 1.2研究内容和方法..........................................................................................2 1.2.1研究内容..........................................................................................2 1.2.2研究方法.........................................................................................2 1.3国内外研究现状..........................................................................................3 1.3.1全域旅游研究..................................................................................3 1.3.2旅游企业战略管理研究.................................................................3 1.4创新点..........................................................................................................5 1.5本章小结......................................................................................................5 第2章相关概念及理论概述...................................................................................6 2.1相关概念......................................................................................................6 2.1.1全域旅游..........................................................................................6 2.1.2企业战略管理..................................................................................7 2.1.3企业战略层次..................................................................................8 2.2企业战略管理分析工具..............................................................................9 2.2.1PEST分析法....................................................................................9 2.2.2SWOT分析法....................................................................................9 2.2.3五力模型分析法..............................................................................10 2.3本章小结......................................................................................................11 第3章枣苑旅游公司外部环境分析.......................................................................12 3.1宏观环境分析..............................................................................................12 3.1.1政治和法律环境分析......................................................................12 3.1.2经济环境分析..................................................................................13 3.1.3技术环境分析..................................................................................14 3.1.4社会历史文化环境分析..................................................................15 3.2行业竞争环境分析......................................................................................16 3.2.1行业内竞争对手分析......................................................................16 3.2.2潜在进入者分析..............................................................................17 目录 3.2.3替代品威胁......................................................................................18 3.2.4购买者议价能力分析......................................................................19 3.2.5供应商讨价能力分析......................................................................19 3.3本章小结......................................................................................................20 第4章枣苑旅游公司内部环境分析.......................................................................21 4.1枣苑旅游公司基本概况..............................................................................21 4.1.1主营产品和经营状况......................................................................21 4.1.2人力资源管理情况..........................................................................21 4.1.3客源情况..........................................................................................21 4.1.4财务管理现状..................................................................................22 4.2问卷调查结果分析......................................................................................22 4.2.1问卷调查设计..................................................................................22 4.2.2问卷调查发放及回收情况..............................................................23 4.2.3调查对象基本情况统计..................................................................23 4.2.4调查对象结果分析..........................................................................23 4.3枣苑旅游公司SWOT分析............................................................................25 4.3.1优势..................................................................................................25 4.3.2劣势..................................................................................................26 4.3.3机遇.........................................................................