【作者】 王伟；

【导师】 覃蓉芳；

【作者基本信息】 西南交通大学 ， 工商管理， 2007， 硕士

【摘要】 随着中国宏观经济持续、稳定的增长，中国的旅游行业得到了迅猛的发展。跑马山作为中国的情歌的故乡，具有独特的、不可复制的文化内涵和旅游资源，拥有着跨越式发展的良机与潜力；但由于没有明确的战略目标和发展战略，跑马山目前处于一种缓慢的发展阶段，开发和经营仍然没有取得明显的效果。本文以康定跑马山旅游开发有限公司为研究对象，通过查阅多种资料、数据和实地考察、调研，综合运用多种经济和管理理论，采用定性与定量相结合的分析方法，探讨了康定跑马山旅游开发有限公司的战略规划问题。论文以严密的结构方式分析了康定跑马山旅游开发有限公司所处的宏观环境、行业环境以及自身的资源和能力，接着进行了详实的市场调研与分析；最后提出了康定跑马山旅游开发有限公司的水平多元化的发展战略及差异化的竞争战略，并重点从项目规划和市场计划两个方面来提出了战略实施方案。本文研究的结果对该企业的战略规划有直接的指导作用，研究的思路与方法也对该企业战略管理有着重要意义，并对同行业的企业的战略规划研究具有一定的参考价值。更多还原

【Abstract】 Along with the continually and stable growth of Chinese macroeconomy, China’s traveling profession develops quickly. As the hometown of China’s love song, Paomashan has the unique and un duplicated cultural connotation and the traveling resources, and has good development opportunity and potential; But because it does not have the explicit strategic target and the developmental strategy, Paomashan is at one kind of slow development phase at present, and it’s development and operation has still not obtained the tangible effect.This treatise’s research object is Kangding Paomashan Tourism Developing Company, in this research, the article adopted qualitative and measurable way, also, this treatise based on market investigation and study, and many economic and administration thesises, much of material and fieldwork.The paper’s whole structure is: firstly, display the macroscopical and field circumstances and internal conditions; secondly, carry on the detailed market investigation and study;lastly, put forward Paomashan Company’s horizontal multiplication developmental strategy and variation competition strategy, and implementation plan from two aspects of project design and markting plan.This treatise’s outcome, research way and structure are very helpful to this company’s strategy management, also, can provide reference value to some enterprises in the same fields.更多还原