【作者】 李雪；

【导师】 范伟；

【作者基本信息】 广西大学 ， 高级管理人员工商管理硕士（专业学位）， 2021， 硕士

【摘要】 民营景区如何创立自己的特色景区产品与服务,实现长期的可持续性发展,景区如何将有限的资源最大化地转换为具有差异性的产品和具有特色的服务,是旅游景区管理者非常关注的问题。龙翔山水间景区是新开发的景区旅游项目,景区的定位是以拓展活动加景观景色来吸引游客和市场。尽管有特色,但是由于本身体量和规模较小,市场的接受度还不高,在开拓期景区面临着巨大的压力。确定恰当合适的景区发展战略,是本文亟待解决的关键问题。本文分析了龙翔山水间景区的内部外环境。运用PESTN模型分析龙翔山水间景区的外部宏观环境,运用多种行业分析方法对龙翔山水间景区所处行业的状况进行分析,同时从资源和能力两方面分析了龙翔山水间景区的内部情况。通过IFE-EFE矩阵分析法,以相对量化的评价方式来推导该景区内部的优势劣势。并通过SWOT分析法对龙翔山水间景区进行系统分析,确定了龙翔山水间景区的战略原则和战略目标,并提出了以SO为主的增长型战略,即:在融资扩张方面,积极引入战略合作人,增加景区投资建设及扩大其影响力;寻求政府扶持,解决接待能力问题;构建合作联盟,与互联网平台、网红等合作;与当地村民合作,将大健康绿色食品通过网红等相关渠道进行销售同时引流,增加景区知名度。更多还原

【Abstract】 How private scenic spots create their own characteristic scenic spot products and services to achieve long-term sustainable development,and how scenic spots maximize their limited resources into differentiated products and characteristic services are very concerned by scenic spot managers.Longxiang landscape scenic spot is a newly developed scenic spot tourism project.The positioning of the scenic spot is to attract tourists and market by expanding activities and landscape scenery.Despite its characteristics,due to its small size and scale,the market acceptance is not high,and the scenic spot is facing great pressure during the development period.Determining the appropriate development strategy of scenic spots is the key problem to be solved in this paper.This paper analyzes the internal and external environment of Longxiang landscape scenic spot.Using pestn model to analyze the external macro environment of Longxiang landscape scenic spot,using a variety of industry analysis methods to analyze the industry situation of Longxiang landscape scenic spot,and analyze the internal situation of Longxiang landscape scenic spot from two aspects of resources and capacity.Through ife-efe matrix analysis method,the internal advantages and disadvantages of the scenic spot are deduced by relative quantitative evaluation method.Through SWOT analysis,this paper makes a systematic analysis of Longxiang landscape scenic spot,determines the strategic principles and strategic objectives of Longxiang landscape scenic spot,and puts forward the growth strategy based on so,that is,in terms of financing expansion,actively introduce strategic partners,increase the investment and construction of the scenic spot and expand its influence;Seek government support to solve the problem of reception capacity;Build a cooperation alliance and cooperate with internet platforms and online celebrities;Cooperate with local villagers to sell big health green food through online red and other relevant channels,and drain at the same time,so as to increase the popularity of the scenic spot.更多还原