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论文编号：	10918
作者编号：	2220160913
上传时间：	2019/6/13 12:09:07
中文题目：	G公司旅游业务扩张战略研究
英文题目：	ResearchontheexpansionstrategyofG company''stourismbusiness
指导老师：	薛有志
中文关键字：	旅游项目投资；业务扩张；发展战略
英文关键字：	Ttourismprojectinvestment； Businessexpansion； Developmentstrateg
中文摘要：	摘要 近年来，随着我金融市场的快速发展，金融行业开始与传统的实体行业相 结合，越来越多的金融相关公司开始谋求金融产品与传统产业相结合、共同发 展的新模式。中国经济的持续发展推动了人们生活消费水平的进步，人们的购 物需求和消费需求在不断增长，对于精神文化生活的要求也越来越高。旅游作 为人们日常休闲文化的方式之一，在中国人的生活展占据了越来越重要的位置。 中国人旅游消费水平的提高，推动了中国旅游行业的不断进步和发展。根据相 关统计数据显示，在 2017 年，中国的旅游收入不断增长，达到了 5.4 万亿元， 比 2016 年增长了 15%。旅游市场的不断扩大推动了旅游市场中细分市场的不断 发展。在旅游业中，特色旅游成为近年来新的增长点。小镇旅游、绿色旅游、 生态旅游等成为了人们最喜爱的旅游方式，并带动了相关市场的不断扩大。在 需求的推动下，特色旅游投资近年来呈现快速发展的态势。当前，我国的旅游 行业投资呈现投资周期长、规模大、运营回收较慢的特征，在旅游产业的建设 上，需要有资金实力雄厚、运营经验丰富的大企业参与，才能够推动旅游项目 的建设和发展。根据国家相关统计机构发布的统计数据显示，2017 年，中国旅 游行业投资超过了 1.5 万亿元，在 2018 年，中国的旅游投资规模更是超过了 1.9 万亿元，比 2017 年增长了 26%。预计在 2023 年，中国整个旅游市场规模将达 到 4.2 万亿元，旅游行业将成为中国经济新的增长点和新的支柱。 正是由于中国的旅游市场规模巨大，发展潜力较大，越来越多的企业开始 进入中国的旅游行业，并且进行相关的投资活动。G 公司正是在中国旅游行业 蓬勃发展的大背景下开始进行旅游项目的开发和建设的。G 公司作为一家专业 的投资公司，一直致力于“资本+实业”的经营模式，在发展过程中坚持以资本 推动实业的发展，实业反过来促进资本的进一步扩大。G 公司在经营过程中， 主要的业务包括旅游地产开发、特色小镇建设等，其中湖北房州特色小镇，成 为 G 公司在近期开展的最重要的业务之一。对 G 公司而言，充分利用当前我国 经济发展较快、旅游市场迅速扩大的发展契机，能够很好的帮助 G 公司推动旅 游项目的建设和运营，G 公司目前面临着良好的发展机遇。但是对 G 公司而言， 特别是在推进旅游特色小镇的建设过程中，还存在着较多的问题。从外部环境 来看，国内目前有着较多的旅游地产、旅游项目开发的投资者，这些投资者具 摘要 II 有较强的资金实力，开发的项目也具有较强的吸引力，对 G 公司的旅游项目构 成了较大的挑战。另一方面，从 G 公司内部来看，G 公司进行旅游项目的投资、 建设和开发活动，需要较强的资金实力、管理能力等，对 G 公司自身的经营水 平和管理能力有着极强的需求。因此，对 G 公司而言，要扩大企业的业务范围 和业务内容，改善目前的经营模式，才能够更好地达到和实现扩展企业业务的 目的。 对 G 公司来说，通过对当前旅游项目投资市场的内外部环境进行分析，从 分分析出最有利于公司发展的相关战略。G 公司未来可以从差异化战略、协同 合作战略、品牌发展战略、人才战略、资本化运作战略五个方面着手，不断扩 大企业的经营优势，从而推动 G 公司业务的不断发展和壮大。
英文摘要：	Abstract In recent years, with the rapid development of my financial market, the financial industry has begun to combine with the traditional physical industry, and more and more financial-related companies have begun to seek a new model of combining financial products with traditional industries and common development. Due to the rapid development of China's economy, people's living standards and income levels continue to increase, and consumer spending is also growing.Among them, tourism expenditure has grown very rapidly, which has promoted the rapid development of China's tourism industry. According to relevant statistics, in 2017, China's tourism market grew rapidly, and the total tourism revenue in 2017 reached 5.40 trillion yuan, an increase of 15.1% year-on-year. With the government's vigorous development of global tourism and ice and snow tourism in recent years, the growth rate of China's tourism industry has continued to increase in 2015-2017. The expansion of the tourism market has promoted the development of related industries. Due to the characteristics of large investment scale, long scale period and long operating cycle, the tourism industry is increasingly required to have relevant professional investment institutions and operating agencies to carry out unified planning. The growth of income from related tourism products. The rapid growth of the tourism industry has led to the continuous growth of tourism-related investment in China.According to thedata released by the NationalTourismAdministration, the national tourism investment in 2017 maintained a steady growth trend, and thedirect investment of tourism in the whole year exceeded 1.5 trillion yuan. In addition, in 2016, China's tourism industry contributed 11%to the national economy,which is in line with the world average. According to the forecast of the China Research Institute,the national tourisminvestment scale reached 1.9 trillion yuan in2018. It is estimatedthatby2023,China'stourisminvestmentwillreach420millionyuan. It is precisely becauseofthehuge development potential oftheChinesetourism market that more and more companies have begun to pay attention to the tourism industry and have invested heavily in tourism industry-related industries. G Abstract IV Company is a professional investment institution dedicated to the "capital + industry" two-wheel drive and integrated development. It is carefully arranged and organized according to the group structure. At present, it is mainly engaged in tourism real estate, characteristic towns, tourism project development and other businesses. In the process of development, G Company is currently facing a good development opportunity.It can take advantage of theexternal advantages of China's economic environment and rapid expansion of the tourism market, and continuously expand the scale of production and operation of the company, thus promoting the company's continuous development. However, in the process of the development of Gcompany,it also faces certain competition and challenges. From theperspective of the external environment, there are currently more investors in the development of tourism real estate and tourism projects in China. These investors have strong financial strength, and theprojects developed have strong appeal, and they constitute a tourism project for G Company. A big challenge. On the other hand, from the perspective of G company, G company needs strong financial strength, management ability, etc. for investment, construction and development activities of tourism projects,andhas strongdemandforGcompany's ownmanagementandmanagement capabilities..Therefore, forGCompany,itisnecessaryto expandthebusinessscope and business content of the enterprise and improve the current business model to betterachieveandrealizethepurposeofexpandingthebusiness. For G Company, through the analysis of the internal and external environment ofthecurrent tourism project investment market, the relevant strategies that are most conducive to the company's development are analyzed. In the future, G Company can start from five aspects: differentiation strategy, synergy strategy, brand development strategy, talent strategy and capitalization operation strategy, and continuously expand the business advantage of the company, thus promoting the continuousdevelopmentandgrowthofGcompany'sbusiness.
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