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论文编号：	12299
作者编号：	2320180643
上传时间：	2021/3/4 11:20:11
中文题目：	Y集团止马岛文旅特色小镇价值创新 战略研究
英文题目：	Research on Value Innovation Strategy of Cultural Tourism Characteristic Town on Zhima Island of Y Group
指导老师：	胡望斌
中文关键字：	特色小镇；蓝海战略；价值创新战略
英文关键字：	characteristic towns; Blue Ocean strategy; Value innovation strategy
中文摘要：	近年来，旅游对于居民生活的意义已经不仅仅是一种休闲方式，同时也是精神文化生活享受的重要组成部分。居民对旅游的品质要求随之提高，传统的以自然资源为核心的旅游产业也被提出了更高的要求，要赋予旅游更多新时代的印记和更差异化的特色定位，文化旅游日受青睐。文化旅游的发展进程在2018年文化和旅游部成立文旅部后得到了快速的推进，并为对文化旅游的发展提供了更高战略发展的角度和实际发展要求，文旅特色小镇在新时代旅游发展的环境下迎来了爆发式增长。 从供应来看，截止至2020年7月，全国已规划建设2700个特色小镇。文旅特色小镇参与者在不同主体的各异优势下，不断扩充文旅特色小镇的红海，如何从红海竞争中找到蓝海，是当前文旅特色小镇突破的方向。从需求来看，随着90后、00后作为消费主力人群引入新的消费结构，年轻一代消费者对旅游产品需求愈发的个性化，对旅游人文环境、旅游配套服务以及旅游过程中可分享性的关注度愈发提升。这对文旅特色小镇的打造提出更高要求。文旅特色小镇亟需基于价值创新研究的竞争理论，通过操作性极强的战略和工具帮助其摆脱不利竞争局势。 本文选取拥有良好自然环境以及多元化民营企业背景的止马岛文旅特色（以下简称止马岛）作为研究对象，首先介绍了蓝海战略和价值创新战略的相关概念及工具；其次，通过PEST对文旅特色小镇的外部宏观环境进行分析、用波特五力模型对特色小镇尤其是文旅特色小镇的产业竞争情况进行分析，为制定基于蓝海战略的价值创新战略提供依据；再次，通过对止马岛内部经营模式、企业资源、核心竞争力等要素分析，厘清企业内部环境现状。再次，结合企业内外部需求推导出止马岛实施价值创新战略的必要性；接着，以蓝海战略提出的分析框架蓝海转型方案为指导，通过运用开创蓝海的实操性工具，推导制定出止马岛基于蓝海战略的价值创新战略。最后对新的价值创新战略制定实施保障体系，以确保可行性及持续性。本文希望通过对止马岛制定价值创新战略过程的分析，为文旅特色小镇产业的发展提供一种新思路，从而促进产业进一步发展。
英文摘要：	In Recently, the significance of tourism is not only the leisure, but also an important part of spiritual and cultural life enjoyment. The requirements of residents for the tourism quality have increased accordingly, and people has also put forward higher requirements for traditional tourism industry with natural resources as its core. Cultural tourism is increasingly favored to endow tourism with more marks of the new era and more differentiated characteristic positioning. The development process of cultural tourism has been rapidly promoted after the establishment of Cultural Tourism Department by the Ministry of Culture and Tourism of the People's Republic of China in 2018. It has provided a higher strategic development perspective and actual development requirements for the cultural tourism. Small towns with cultural tourism characteristics have ushered in explosive growth under the environment of tourism development in the new era. From the supply point of view, as of July 2020, 2,700 characteristic towns have been planned to be built nationwide. Under the different advantages of different subjects, the participants of the small town with cultural tourism characteristics continue to expand. It is the breakthrough direction of the small town with cultural tourism characteristics on how to find the Blue Ocean from the competition in the Red Ocean. From the perspective of demand, with the introduction of new consumption structures as the main consumers born in the post-1990s and post-2000s, the younger generation of consumers have become more and more personalized in their demand for tourism products, and have paid more and more attention to the tourism humanistic environment, tourism supporting services and sharing in the tourism process. It puts forward higher requirements for the construction of a small town with cultural and tourism characteristics, which urgently need competition theory based on value innovation research to help them get rid of unfavorable competition situation through highly operational strategies and tools. This thesis selects the cultural tourism characteristics of Zhima Island (hereinafter referred to as Zhima Island) with good natural environment and diversified private enterprise background as the research object. Firstly, it introduces the relevant concepts and tools of Blue Ocean Strategy and Value Innovation Strategy. Secondly, the external macro environment of the small town with cultural tourism characteristics is analyzed by PEST, and the industrial competition of the small town with cultural tourism characteristics, especially the small town with cultural tourism characteristics, is analyzed with Porter's five forces model, which provides the basis for formulating the value innovation strategy based on the Blue Ocean Strategy. Thirdly, through the analysis of internal management mode of Zhima Island, enterprise resources, core competitiveness and other factors, the current situation of the enterprise's internal environment is clarified. Thirdly, the necessity of implementing value innovation strategy in Zhima Island is deduced based on the internal and external needs of the enterprise. What’s more, under the guidance of the four-step process of creating the Blue Ocean, through the use of practical tools to create the Blue Ocean, the value innovation strategy of Zhima Island based on the Blue Ocean strategy is deduced and formulated. Finally, a guarantee system is formulated and implemented for the new value innovation strategy to ensure feasibility and sustainability. This thesis hopes to provide a new idea for the development of the small town industry with cultural tourism characteristics by the analysis of the process of formulating the value innovation strategy in Zhima Island, which promotes the further development of the industry.
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