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论文编号：	13448
作者编号：	2320200631
上传时间：	2022/12/2 19:01:29
中文题目：	WLT集团文化旅游项目改进策略研究
英文题目：	Study on the Improvement Strategy of Cultural Tourism Project of WLT Group
指导老师：	齐善鸿
中文关键字：	平台型文旅企业；WLT文旅项目；项目问题；改进策略
英文关键字：	Platform-type cultural and tourism enterprises; WLT Cultural tourism project; Project issues; The improvement strategy
中文摘要：	随着上一轮城市经济高速发展接近尾声，文旅产业在新一轮消费升级中持续占据重要地位。骤然而至的新冠疫情和日趋饱和的传统地产市场，让文旅产业饱受冲击的同时面临更加激烈的市场竞争：线下收入锐减、投资信心骤降、人才溢出；同时，不少传统住宅地产开发商为寻求多元利益增长点积极转向文旅项目的开发。这预示着整个文旅产业迎来了转型升级的新时代。WLT集团作为一家地方国有企业，承载文化旅游项目的开发、运营、投资与管理等职责，同样面临全新的发展课题，尤其是针对企业现有项目的重整升级，实现发展破局，成为企业利润持续增长的关键突破点。因此，在顺应产业发展大趋势基础之上，立足企业实际，深度剖析项目存在的问题和原因及优势，探索科学、有效、实操性强的改进策略成为当下集团发展的首要任务。 本文以WLT集团现有文旅项目作为研究对象。以文献研究、对比分析、归纳分析和个案研究为主要研究方法。首先通过明确文旅产业的相关概念界定，行业范围和发展趋势，及自身同其他类型文旅企业的特点对比，明晰企业在整个行业中的地位、处境及特殊性；其次，以企业资源理论和企业能力理论为重要理论支撑，借助PEST、五力模型和SWOT等分析工具，系统性的对项目所处的宏观环境、市场竞争、优势资源、重要能力及面临的机遇和挑战进行梳理，将依托于湿地公园景区的主力文旅项目按资源属性和行业类型细分为文旅地产、文旅文创两大类别，通过定向调查问卷和对调查数据的归纳分析进一步针对每一类别项目发展过程中存在的问题进行检视剖析，深入总结问题出现的原因。并结合集团资源优势、能力优势及基于调查数据的分析成果，针对现有项目存在的问题提出解决方案和一一对应的改进策略。最后，通过组织、制度、文化、技术四个方面面的优化完善，保障策略的顺利实施。 本文以集团文旅项目的分析、研究为契机，以期对当下最为迫切解决的项目发展困局探寻破解之道、制定出具有实操性的改进策略，为实现公司未来永续良好发展和持续竞争优势的获得指明方向和路径。同时，希望能对其他面临共同发展困局的同类型企业具有一定的借鉴、对照意义。
英文摘要：	With the last round of rapid urban economic development coming to an end, the cultural and tourism industry continues to occupy an important position in the new round of consumption upgrading.However, the sudden emergence of the COVID-19 pandemic and the increasingly saturated traditional real estate market have made the cultural and tourism industry face more fierce market competition, such as sharp decline in offline income, plummeting investment confidence and talent spillover;At the same time, many traditional residential real estate developers actively turn to the development of cultural and tourism projects in order to seek diversified growth points of interests.This indicates that the entire cultural tourism industry has ushered in a new era of transformation and upgrading. Many cultural tourism enterprises have adjusted their development ideas to cope with the new requirements and fierce competition of the market under the new situation. As a local state-owned cultural and tourism enterprise, WLT Group is responsible for the development, operation, investment and management of cultural tourism projects. It also faces a new development task, especially for the restructuring and upgrading of existing projects of the enterprise, so as to achieve development and break the game, which has become the key breakthrough point for the sustainable growth of corporate profits.Therefore, on the basis of conforming to the general trend of industrial development, based on the actual situation of the enterprise, in-depth analysis of the existing problems, causes and advantages of the project, and exploration of scientific, effective and practical development strategies have become the top priority of the company's current development tasks. This paper takes the existing cultural and tourism projects of WLT Group as the research object. Literature research, comparative analysis, inductive analysis and case study are the main research methods. Firstly, the position, situation and particularity of the enterprise in the whole industry are clarified through the definition of relevant concepts, industry scope and development trend, and the comparison of its own characteristics with other types of cultural and tourism enterprises. Secondly, with the enterprise resource theory and enterprise capability theory as the important theoretical support, with the help of PEST, five forces model and SWOT analysis tools, the macro environment, market competition, superior resources, important capabilities and opportunities and challenges faced by the project are systematically sorted out. Will in the main text brigade wetland park scenic area project according to the resource properties and subdivided into text brigade, real estate industry type, wen wen gen two major categories, through a questionnaire and inductive analysis of the survey data to further the development projects of each category and studies examine the problems existing in the process of further summarizes the cause of the problem. Combined with the company's resource advantages, capability advantages and analysis results based on survey data, solutions and one-to-one improvement strategies are proposed for the problems existing in the existing projects. Finally, through the organization construction, human resources, culture construction, technology upgrading of four levels of optimization and improvement, to ensure the smooth implementation of the strategy. This paper takes the analysis and research of the company's main cultural and tourism projects as an opportunity to explore solutions to the company's most urgent project development difficulties at present, formulate practical improvement strategies, and point out the direction and path for the company to achieve sustainable and good development in the future and obtain sustainable competitive advantages. At the same time, it is hoped to have certain reference and comparison significance for other enterprises of the same type facing common development difficulties.
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