【作者】 王蕾；

【导师】 王琴；

【作者基本信息】 上海财经大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 物质得到满足后的人们开始寻求更多的消费娱乐活动,更多精神生活层面的需求点被人们进一步关注到,越来越多的人们在忙碌的工作后选择去旅游、去度假、去体验。因此,为了追求更加美好的生活,旅游已经逐渐成为现代社会中不可缺少的生活方式之一。当下国家“一带一路”政策也得到了大众的广泛认同,各种田园小镇、特色小镇等文旅项目都在持续打造中,人们旅游的消费心态也在变化中。消费升级不仅加速了旅游业的经济增长,同时也促使旅游消费的主流方向向品质化发展。突发而来的新冠疫情,极大地冲击了文化旅游业,使其成为受到影响最为严重的产业。而被压抑的消费需求,最后还是需要释放出来。所以,后疫情时代的经济水平复苏更需要通过文化旅游来刺激消费。对于文旅消费而言,需要加快新型消费的发展,实现消费的迭代升级。就当前而言,在旅游业方面,我国的主要问题是出现了较为严重的同质化现象、多而不精、服务能力不强、同行竞争白热化等。随着经济的转型,再加上旅游逐渐趋于大众化的发展,使得在文化旅游方面,新注入了不少实体企业,希望以创新的途径实现转型升级。对于传统旅游业而言,这是非常大的机遇,必须要以战略的眼光来寻求发展,才能更好地把握当下。但同时由于投资金额巨大、区位选址严苛、传统文化价值高等特点,对于文旅公司而言既是发展机遇,同时又是挑战。而对于TQ文旅公司来说,成立至今一直致力于文化旅游业务的运营和开发,下一步需要依据什么样的整体发展战略,可以在促进核心竞争力形成的同时,既能保持自身优势又能持续地健康发展,已经成为公司管理层最为重视和关注的核心问题。由于旅游服务的产品属性与旅游行业的特性区分,决定了旅游企业的战略管理普遍存在不同之处。旅游企业的战略管理与一般企业的不同主要有以下几点:一方面,从分析角度来看,旅游企业需要应对的整体环境与其他行业相比还是较受其他因素影响的,例如在受到外界不可抗力影响时,其反应可能会更加明显;另一方面,企业所面临的条件和竞争对手是极为复杂的,因此需要面对的是广泛且多元的战略抉择方案;还有,在旅游企业最终的战略方案落地实操时,很难避免在实际执行过程中,还是会产生出现许多问题。本文以TQ文旅公司作为目标对象,在文献查阅、案例分析和调研等方法的辅助下,企业的战略管理作为理论基础,对企业所面临的内、外部环境展开了全面分析。首先,对于近年来国内外旅游产业的相关文献资料包括旅游企业的战略研究及影响因素进行了搜集和研究;其次,全面分析并深入调研了企业所处的外部环境以及所面临的竞争局势,对企业所能够把握的市场机遇,所要承担的风险和所面临的威胁进行归纳和汇总;再次,分析了企业所具备的业务资源及业务发展状况,阐释了其暴露出来的一系列问题等,指明了其优势和劣势之所在;在运用了SWOT分析法全面评估分析之后,可以得出现阶段在公司层战略选择方面应该积极采用多元化发展战略,一方面借助自身优势及时把握外部机会创造营收,另一方面也可以为消费者提供更加多元化的文旅产品和服务,进而提升公司的综合竞争力。而在业务层战略选择方面,结合制定的发展愿景和阶段目标,文旅产品研发孵化业务、酒店餐饮业务和规划策划业务可以持续发展成为公司的核心拳头业务,采用服务差异化和品牌差异化的战略思路来打开市场的同时,也可扶持景区运营等现阶段投入多且回报慢的业务板块。最后,在发展战略的实施保障部分,专业人才队伍的搭建、精准多样化营销策略的制定、外部融资渠道的扩大,“以人为本”的企业管理理念的完善,都是使得公司层和业务层战略顺利实施的基本保障和措施。本文希望通过对TQ文旅公司整体发展战略的研究,找到公司现阶段的核心竞争优势,实现健康且有序地长远发展。另外,从该公司的成功经验,也能够总结出相似公司发展的启发性建议。更多还原

【Abstract】 Material conditions are met,people begin to seek more consumption and entertainment activities,and more demand points at the level of spiritual life are further concerned by people.A growing number of people choose to take a trip after busy work.In order to pursue a better life,tourism has gradually become one of the indispensable lifestyles in modern society.At present,the Policy of‘the Road and Belt’has been widely recognized by the public.Various rural towns,characteristic towns and other cultural tourism projects are being built continuously,and the consumption mentality of people’s travel is changing.Upgrading not only accelerates tourism to promote economic growth,but also leads to the development of quality in the mainstream direction of tourism consumption.The sudden arrival of COVID-19 has greatly affected the cultural tourism industry,making it the most seriously impacted industry.The suppressed consumer demand needs to be released.The economic recovery in the post epidemic era needs to stimulate consumption through cultural tourism and other activities.Therefore,it is necessary to accelerate the development of new consumption and upgrade consumption for cultural tourism.At present,in the aspect of tourism,the main problems in China are serious homogenization,too many but not perfect,weak service ability,fierce competition among peers and so on.With the economic transformation,coupled with the development of tourism gradually becoming popular,many entities have been newly injected into cultural tourism,hoping to achieve transformation and upgrading through innovative ways.For traditional tourism,this is a great chance.We must seek development from a strategic perspective in order to better grasp the current situation.At the same time,due to the characteristics of huge investment amount,strict location selection and high traditional cultural value,it is both a development opportunity and a challenge for cultural tourism companies.TQ Cultural & Tourism Company has been committed to the operation and development of cultural tourism since its establishment.How to formulate an effective development strategy in the next step,while promoting the formation of core competitiveness of enterprises,and ensure that the company can maintain its own advantages and develop healthily continuously in the market competition,has become the most important and concerned issue of the company in recent years.The distinction between the products attributes of tourism services and the characteristics of the tourism industry,there are differences in the strategic management of tourism enterprises,mainly in the following points:On the one hand,from the perspective of analysis,the overall environment that tourism enterprises need to deal with is more affected than other industries.For example,when it is affected by external force majeure,its response may be more obvious;On the other hand,the conditions and competitors faced by such enterprises are extremely complex,therefore,they must face a wide range of strategic choices;In addition,when the final strategic plan of tourism enterprises is put into practice,it is difficult to avoid many problems in the actual implementation process.In this paper,TQ Cultural & Tourism Company apply with literature review,case study and research methods.One is,the relevant literature of domestic and foreign tourism industry in recent years,including strategic research and influencing factors of tourism enterprises and relevant information in the field of cultural tourism,is collected and studied.The other one is,it emphasizes the external factors to explore the potential opportunities and risks;Besides,it analyzes the internal factors to develop the strength and weakness;After the comprehensive evaluation and analysis by using SWOT analysis method,it can be concluded that the diversified development strategy should be actively adopted in the strategic choice of the company level.On the one hand,with the help of its own advantages,it can timely grasp external opportunities and create revenue.On the other hand,it can also provide consumers with more diversified cultural and tourism products and services,so as to enhance the comprehensive competitiveness of the company.In terms of strategic choice at the business level,combined with the development vision and stage objectives,Cultural tourism product R&D incubation business,hotel catering business and planning business can continue to develop into the company’s core business,while adopting the strategic ideas of service differentiation and brand differentiation to open up the market,it can also support the business sectors with large investment and slow return at this stage,such as scenic spot operation.Finally,in the implementation guarantee part of the development strategy,the construction of professional talent team,the formulation of accurate and diversified marketing strategies,the expansion of external financing channels,and the improvement of the "people-oriented" enterprise management concept are the basic guarantees and measures for the smooth implementation of the strategy at the company level and business level.Throughout the research of TQ Cultural & Tourism Company,it aims at realizing the resources superiority and the core competency.In addition,from the successful experience of this company,we can also sum up some enlightening suggestions for the development of similar companies.更多还原