【作者】 王俊；

【导师】 辛本禄；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着人们生活水平的不断提高,旅游成为居民休闲娱乐消费的重要内容。冰雪旅游作为旅游的一种重要形式,越来越成为居民冬季旅游消费的首选。近年来,我国冰雪旅游发展十分迅速,特别是北京冬奥会之后,冰雪旅游引领冰雪产业的快速发展,为冰雪旅游产品的开发创造了更多、更大的空间。加强冰雪旅游产品投资和开发,对于做强做大冰雪旅游产业,实现冰雪换白银,支撑东北老工业基地经济高质量发展具有重要意义。本文研究的吉林万峰实业有限公司就是一家冰雪旅游产品开发企业。本文选取吉林万峰实业有限公司(以下简称万峰公司)为特定研究对象,深入分析企业冰雪旅游开发现状、存在问题及原因,制定出独具特色的冰雪旅游发展战略。冰雪旅游产业的快速发展,给万峰公司带来良好的发展机遇同时也面临行业竞争和公司现实困难的双重挑战,怎样让万峰公司从国内诸多经营滑雪场的公司中脱颖而出,并维持良好经营状态,正是本文研究的主要内容。本文中使用PEST模型,在宏观环境方面,对万峰公司进行了政治、经济等方面的分析,并仔细发掘了当前技术环境与社会文化环境等;对外部因素和内部因素进行分析,并系统分析冰雪产业环境、公司资源、公司能力等方面,把万峰公司的优势、劣势、机会和威胁分析出来,将万峰公司的战略定位与战略目标找准,采用了SWOT分析法,制定出万峰公司的发展战略;最后,本文提出了相关保障措施以保证发展战略得到贯彻执行,为万峰公司未来的良好发展提供理论支持。本文通过万峰公司这个典型案例进行科学系统分析,制定出了发展战略,希望为今后冰雪旅游产业相关研究提供一些理论参考,也为今后国内其他相关公司的发展提供一些指导。更多还原

【Abstract】 With the continuous improvement of people’s living standards,tourism has become an important content of residents’ leisure and entertainment consumption.As an important form of tourism,ice and snow tourism(IST)has increasingly become the first choice for residents’ winter tourism consumption.In recent years,China’s IST has developed rapidly,especially after the Beijing Winter Olympics.IST has led the rapid development of the ice and snow industry,creating larger space for the development of IST products.Strengthening the investment and development of IST products is of great significance to strengthen and expand the IST industry,realize the exchange of ice and snow for silver,and support the high-quality economic development of the old industrial base in Northeast China.Jilin Wanfeng Limited Company,which is studied in this article,is an IST product development enterprise.This paper selects Jilin Wanfeng Limited Company(hereinafter referred to as Wanfeng Company)as a specific research object,analyzing the current status,problems and causes of IST development of enterprises in depth.Thus this paper formulates a unique IST development strategy.The rapid development of IST industry has brought good development opportunities to Wanfeng Company,but also faced the dual challenges of industry competition and practical difficulties of the company.How to make Wanfeng Company stand out from many domestic ski resort companies and maintain good operating conditions is the main content of this study.In this paper,the PEST model is used to analyze the political and economic aspects of Wanfeng Company and explore the current technical environment and social and cultural environment in terms of macro environment.By systematically analyzing external and internal factors of the ice and snow industry environment,this paper obtains the advantages,disadvantages,opportunities and threats of Wanfeng Company with inducing company resources,company capabilities.Then,the strategic positioning and strategic goals are captured for Wanfeng Company.Through SWOT analysis method,this paper formulates the development strategy of Wanfeng Company.Finally,this paper puts forward relevant safeguard measures to ensure the implementation of the development strategy,providing theoretical support for the good development of Wanfeng Company in the future.Through the scientific and systematic analysis of the typical case of Wanfeng Company,this paper formulates the development strategy.It is hoped to provide some theoretical reference for the future research of IST industry and also some guidance for the development of other related companies in China in the future.更多还原