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A旅游公司经营战略优化研究_MBA硕士毕业论文DOC

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重庆理工大学
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日期:2022年 5月 28日
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日期: 2022年 5月 28日
日期: 2022年 5月 28日

摘要
摘要
受新冠疫情影响,全球经济环境下行,致使国内各行各业发展速度变缓。由于
出行受限,旅游市场更是受到严重冲击,几乎进入行业寒冬期,使得当前旅游产业
投资公司的发展如履薄冰。在此背景下,地处西南的贵州地区接二连三出现债务
逾期的现象,融资环境不断恶化。因此,其地方性国有投资公司的发展不能再如
之前般大刀阔斧,采用 “大融资、大投资、大体量、大规模”的经营战略来对旅游产
业进行规划布局。而是必须深思自身目前所处的环境,对未来的经营战略进行优
化改革,才有可能在未来的发展中立足。 A旅游公司就是这样一家专门从事贵州省
遵义地区旅游开发的地方性国有投资公司,由于对整体发展背景认知不明确、对所涉
问题分析不充分,导致公司当前的经营战略和市场环境严重不符,发展前景不甚明朗。
基于此,本文针对 A旅游公司的经营战略现状和存在问题进行深度探索,采用 PEST
模型、波特五力模型以及 SWOT模型对旅游行业现状、公司内外部环境等进行详细
分析,结合 SWOT矩阵明确其应采用的多元化经营战略,并提出了公司愿景规划、
明确了公司使命、拟定了公司发展战略目标。为保障新的经营战略落地,进一步拟定
了公司的经营战略实施方向和保障措施,旨在帮助 A旅游公司在当前复杂的环境下
重新完成自我定位与自我认识,重构经营战略,把握机遇,以形成其独特的核心竞争
力,摆脱目前举步维艰的困局,促进 A旅游公司良性发展。
随着国家旅游业的高速发展,地方性国有投资公司承担了大多数的本地旅游开发
工作。但面对当前不容乐观的整体金融环境大背景,如何在新形势下保障地方国有公
司的健康发展成为不容忽视的重要话题。通过深入研究 A旅游公司的经营战略优化,
可总结一般策略与经验,为此类企业的未来发展提供参考借鉴,有利于地方旅游开发
企业能更准确的进行自我认识、更科学的完成自我定位,提出正确的经营战略方案,
改善旅游市场环境,提升旅游服务品质。
关键词:经营战略;地方性国有投资公司;旅游;多元化战略
I

Abstract
Abstract
Affected by the COVID-19, as a result of the global economic downturn, the
development of all walks of life in China has slowed down. Due to travel restrictions, the
tourism market has been severely impacted, almost entering the cold winter period of the
industry, which makes the current development of tourism industry investment companies
like treading on thin ice. In this context, Guizhou province, which is located in the
southwest of China, has seen a succession of overdue debts and a deteriorating financing
environment. Therefore, the development of its local state-owned investment companies
could no longer be so drastic like before, using the "great financing, major investment,
gross volume, large-scale" business strategy to planning its tourism industry. The A
Tourism Company is such a local state-owned investment company specializing in tourism
development in Zunyi, Guizhou Province. Due to unclear understanding of the overall
development background and insufficient analysis of the issues involved, the company's
current business strategy is seriously out of line with the market environment, and its
development prospects are not very clear. Based on this, this paper explores the current
situation and problems of the A Tourism Company's business strategies, analyzes the
current situation of the whole tourism industry and the company's internal and external
environment in detail by using PEST model, Porter's Five Forces Model and SWOT model,
and clarifies the diversified business strategies it should adopt by combining the SWOT
Analysis, and proposes the company's vision plan, clarifies it's mission, and formulates it's
development strategic objectives. In order to guarantee the implementation of the new
business strategy, the company's business strategy implementation direction and guarantee
measures are further formulated, aiming to help the A Tourism Company to reposition and
self-understand in the current complex environment. So that it can reconstruct its business
strategy, grasp the opportunities, to forming the unique core competitiveness, getting rid of
the current difficult situation, and promoting the benign development.
With the rapid development of national tourism industry, local state-owned
investment companies have undertaken most of the local tourism development work.
However, in the face of the current unpromising overall financial environment background,
how to ensure the healthy development of local state-owned companies under the new
situation has become an important topic that cannot be ignored. Through an in-depth study
III
。。。以下略