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论文编号：	3067
作者编号：	2120082613
上传时间：	2011/5/21 3:30:15
中文题目：	HQC集团旅游与文化业务的战略研究
英文题目：	Strategic Research on Tourist and Cultural Business of HQC Group
指导老师：	周建
中文关键字：	差异化战略 旅游业务 文化业务
英文关键字：	Differentiation Strategy Tourist Business Cultural Business
中文摘要：	在竞争市场环境下，正如“逆水行舟，不进则退”，企业要想保持长期的领先优势，必须首先在战略高度上领先对手，明确前进的方向并具备持久的动力。目前，由于内外部环境变化，明确旅游与文化业务的战略已成为摆在HQC集团面前亟待解决的问题。 在国家经济转型升级、扩大内需、消费升级等大背景下，旅游产业与文化产业的发展空间十分巨大。为HQC旅游与文化业务找准战略定位，增强独特资源和核心能力，构建可持续竞争优势，不仅对HQC的业务发展有重要意义，对我国旅游、文化企业的战略决策都具有积极的作用。本文运用竞争战略的基本理论和工具，以及产业链分析等，以内外部环境分析为基础，就如何依托HQC现有的旅游与文化业务优势，进一步整合资源，抓住旅游与文化产业发展的战略机遇，突破现有产业布局和盈利模式，实现旅游与文化业务的再创业，丰富完善产业链，获得可持续竞争优势提出了战略选择设计和实施方案。 笔者综合运用了文献研究法、实证分析法和调查访问法等多种方法进行研究。在概念界定和理论回顾中，对旅游产业、文化产业等概念进行了界定，回顾和梳理了竞争战略理论，为HQC旅游与文化业务的战略研究提供理论依据；其次通过宏观环境、产业环境分析对HQC旅游与文化业务所处的外部环境进行了分析，并通过价值链、资源与能力分析等研究了HQC旅游与文化业务具有的内部条件；然后辨识优势和劣势，总结当前面临的机遇与挑战，选择设计了HQC旅游与文化业务的差异化竞争战略，指出其战略定位、目标和任务；最后从组织结构和控制、标准化管理、并购、人力资源管理、品牌营销管理等方面提出了具体的战略实施方案建议。 本文研究的中心是通过内外部环境分析，明确战略选择和架构，合理配置资源，完善产业链布局，实现价值创造增值，确保HQC旅游与文化业务的可持续快速发展。
英文摘要：	With the competitive market environment, just like “sailing against the current; not to advance is to go back”, in order to keep long-term leading advantage, first, the enterprise has to surpass the opponent on the height of strategy and confirm the orientation to go towards with enduring motive power. At present, because of the transformation of internal and external environment, confirming the strategy of tourist and cultural business has become a problem faced by HQC Group that requires to be solved. With the large background of national economic transition and upgrade, expansion of domestic demand, and the consumption upgrade, the developmental space of tourist industry and cultural industry is enormous. Make accurate strategic positioning for tourist and cultural business of HQC; enhance the special resource and core ability; construct sustainable competitive advantages. These have significant meaning to the development of HQC’s business and play an active role in the strategic decision-making of tourist and cultural enterprises in our country. The thesis applies fundamental theory and tool of competitive strategy as well as the analysis of industry chain. Based on the analysis of internal and external environment, the thesis puts forward the design of strategic choice and implementation project on these aspects, including how to integrate the resources further relying on current advantages of HQC in tourist and cultural business; grasp the strategic opportunity of development of tourist and cultural industry; break through the existing industry layout and profit model; achieve the reestablishment of tourist and cultural business; enrich and perfect the industry chain; obtain sustainable competitive advantages. The author applies many methods comprehensively to make the research, including literature research method, empirical analysis method, and investigation and interview method, etc. The first part is the concept definition and review of theory, which defines the concept, such as the tourist industry and cultural industry, and reviews and summarizes the theory of competitive strategy. It provides theoretical evidence for the strategic research of HQC on tourist and cultural business; for the second part, through the analysis of macro-environment and industrial environment, the thesis analyzes the external environment of the tourist and cultural business of HQC; the third part analyzes the internal conditions owned by tourist and cultural business of HQC in depth; the fourth part identifies the advantages and disadvantages clearly. Meanwhile, it summarizes the current opportunities and challenges that it is facing. It makes option design of the differentiation competitive strategy of tourist and cultural business of HQC and points out the strategic positioning, target, and task; the last part puts forward specific suggestions on the strategic embodiment from these aspects, including the structure and control of the organization, standardization management, merger, human resource management, brand marketing management. The centre of the research of the thesis is that through the analysis of internal and external environment, confirm the strategic choice and framework; allocate the resources reasonably; perfect the layout of industrial chain; achieve the value and create increase in value; ensure the sustainable high-pace development of tourist and cultural business of HQC.
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