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论文编号：	3068
作者编号：	2120082632
上传时间：	2011/5/21 9:20:29
中文题目：	港中旅集团多元化经营战略研究
英文题目：	Study on Multi-business Diversification Strategy of CTS Group
指导老师：	周建
中文关键字：	港中旅集团;多元化经营;SWOT分析;战略实施
英文关键字：	CTS Group;Diversification Strategy;SWOT Analysis;Strategy Implementation
中文摘要：	港中旅集团创立于1928年，是中央管理的四大驻港企业之一，是目前国内规模最大的旅游集团，央企旅游“龙头”企业，是以旅游为主业、多元化经营的企业集团。业务不仅包括地面旅行社、酒店、旅游景区开发经营、在线旅游、演艺、旅游客运、高尔夫等旅游业务，还涉及钢铁、房地产、物流贸易、物业管理、电脑科技、资产管理、电力、演艺制作等多个行业，在中国500强企业中排第136位，中国服务企业500强排第46位，中国旅游旅馆及娱乐服务业排第1位，旅游主业接待规模、经营规模在“中国旅游集团20强”排名中位列第一。 随着我国改革开放的不断深入和社会主义市场经济体制的不断完善，企业的外部经营环境发生了深刻变化，面对经济加速全球化以及国内外的激烈竞争，企业应采取什么样的经营思路和发展战略，来整合资源、重构经营结构，提升企业核心竞争力，寻找和确定新的经济增长点，推动企业持续、健康、协调发展，是每个企业都面临的重要课题。多元化战略是企业采取在多个相关或非相关领域中谋求扩大业务规模、获取市场份额、创造经济效益的一种长期经营方针和思路，是企业发展过程中的一种战略选择，对企业成长具有重要意义，但也会给企业带来经营和管理的风险，怎样选择需要对企业的情况进行全面的分析和评估。 本文从多元化战略理论入手，通过对集团内、外部经营环境因素的分析，以现代企业战略管理理论为指导，运用系统研究方法及SWOT分析技术对集团的战略进行研究，归纳出集团所面临的问题、威胁、机遇和挑战，分析了港中旅集团进行多元化经营的优势和劣势、以及运营机制和经营状况存在的主要问题，对港中旅集团所经营行业的经营状况与竞争力进行综合评价，提出港中旅集团应采用以旅游为主业，钢铁、房地产、物流贸易为支柱产业的“一主三支”的多元化经营战略，集中力量发展旅游主业，协调发展钢铁、房地产和物流贸易三大支柱产业。并提出了在管控体系、人力资源、品牌建设、产业链和企业文化等方面的发展战略建议，希望能对公司的长远发展具有现实的指导意义，同时对其它企业多元化经营战略的制定与实施具有重要的借鉴作用。
英文摘要：	Founded in 1928, CTS group is one of the four Central Government-led Enterprises located in HongKong and it is the biggest tourism group in China. Tourism is its major business but CTS group also diversifies in different fields which including tourism agent, hotel, running tourist spots, on-line tourism, show business, travelling passenger transportation, golf, steel industry, real estate, logistics, property management, computer technology, assets management, and electricity power, etc… It is ranked at 136 out of the China top 500 enterprises, ranked at 46 out of China top 500 services enterprises, and number one in the field of China tourism hotel entertainment services enterprises. It is ranked number one from the ‘China top 20 tourism groups’ as well. With the further development of China reform and opening and continuous perfection of socialism marketing economic principle, the outer surroundings of enterprise has experienced significant change. Facing the severe competition from globalization, it is the crucial important subject for every enterprise that how to re-structure the organization, improve its core competitiveness, search its new economy increase field, and how to develop the enterprise in the way of continuous, health and harmony. Diversification strategy is an important strategic choice in the process of enterprise development. It has an important role to the growth of enterprise，but it also brings management risk to the enterprise operation, must be chosen carefully. Right business strategy carried by enterprise always creates lasting long-term competitive advantage. It is an important factor to success or failure of enterprise. This thesis starts from the theory of diversification strategy, by analyzing the factors of outside and inside enterprise, guided by modern enterprise strategy theory, and by the way of SWOT analysis, summarized the strength, weakness, opportunity and threat of the CTS group. This thesis also analysis the advantages and disadvantages of diversification of CTS group and its major problem during operation and management. After comprehensive evaluation of its operation status and competitiveness, this essay points out the diversification strategy of CTS group: focus on one major industry of tourism and supported by three big industries of steel, real estate and logistics. In the meantime, this thesis also gives some good suggestions on its quality control system, human resources management, brand name building, industry chain development and enterprise culture building, etc… for CTS group. Based on business practice，the thesis has a strong practice and it has practical guiding sense to the long term development of CTS group. Meanwhile，it would be an important example to formulate and implement of other enterprise diversified business strategy.
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