本文選題：廣州市良辰美景旅行社 + 特色旅游��； 參考：《湖南大學(xué)》2014年碩士論文

【摘要】：旅游業(yè)作為我國(guó)第三產(chǎn)業(yè)的支柱產(chǎn)業(yè)，現(xiàn)在愈來愈受到國(guó)民的普遍關(guān)注。隨著人民生活水平的不斷增強(qiáng)和生活質(zhì)量的不斷提高，節(jié)假日外出旅游逐漸成為人們假日消費(fèi)的主要項(xiàng)目之一。我國(guó)旅游業(yè)發(fā)展的時(shí)間并不是很長(zhǎng)，很多企業(yè)存在著不規(guī)范行為，而作為在我國(guó)著名的旅游城市廣州成立的廣州市良辰美景旅行社來說，如何采取先進(jìn)的發(fā)展策略，根據(jù)國(guó)內(nèi)外市場(chǎng)不斷變化的形勢(shì)把握住市場(chǎng)機(jī)會(huì)，是廣州市良辰美景旅行社下一階段面臨的主要問題。 這里首先對(duì)廣州市良辰美景旅行社特色旅游發(fā)展外部環(huán)境分析，，分析了廣州市良辰美景旅行社特色旅游發(fā)展的宏觀環(huán)境、行業(yè)環(huán)境和行業(yè)競(jìng)爭(zhēng)情況；其次對(duì)廣州市良辰美景旅行社特色旅游發(fā)展內(nèi)部環(huán)境進(jìn)行分析，分析了廣州市良辰美景旅行社資源、能力和核心競(jìng)爭(zhēng)力；在內(nèi)外部環(huán)境分析和評(píng)價(jià)的基礎(chǔ)上，分析了廣州市良辰美景旅行社特色旅游發(fā)展的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，運(yùn)用SWOT矩陣提出廣州市良辰美景旅行社特色旅游發(fā)展策略：第一，產(chǎn)品開發(fā)策略。第二，差異化發(fā)展策略。第三，一體化發(fā)展策略。第四，組建戰(zhàn)略聯(lián)盟。最后，為了保證廣州市良辰美景旅行社特色旅游發(fā)展策略順利實(shí)施，提出了其順利實(shí)施保障措施。 研究的成果有利于廣州市良辰美景旅行社在明確的發(fā)展策略指導(dǎo)下走上發(fā)展的良性軌道，實(shí)現(xiàn)可持續(xù)的發(fā)展，有利于廣州市良辰美景旅行社抓住國(guó)內(nèi)旅游市場(chǎng)發(fā)展難得的歷史機(jī)遇期，做大做強(qiáng)企業(yè)實(shí)力，真正實(shí)現(xiàn)企業(yè)使命。同時(shí)對(duì)同類企業(yè)的發(fā)展策略調(diào)整具有參考價(jià)值。
[Abstract]:Tourism, as the pillar industry of the tertiary industry in our country, is being paid more and more attention by the people. With the continuous enhancement of people's living standard and the improvement of the quality of life, going out on holidays has gradually become one of the main items of people's holiday consumption. The development of tourism in our country is not very long, and many enterprises have nonstandard behavior. However, as the famous tourist city of Guangzhou, Guangzhou's beautiful scenery travel agency of Guangzhou, how to adopt the advanced development strategy, According to the changing situation of domestic and foreign markets, grasping the market opportunities is the main problem that Guangzhou Liangchen Fairview Travel Agency will face in the next stage. This paper first analyzes the external environment of the characteristic tourism development of Guangzhou Liangchen Beauty Travel Agency, and analyzes the macro environment, industry environment and industry competition of the characteristic tourism development of Guangzhou Liangchen Beauty Travel Agency. Secondly, this paper analyzes the internal environment of the tourism development of Guangzhou Liangchen Beauty Travel Agency, analyzes the resources, capabilities and core competitiveness of Guangzhou Liangchen Beauty Travel Agency, and analyzes and evaluates the internal and external environment on the basis of the analysis and evaluation of the internal and external environment. This paper analyzes the advantages, disadvantages, opportunities and threats of the characteristic tourism development of Guangzhou Liangchen Beauty Travel Agency, and puts forward the development strategies of Guangzhou Liangchen Beauty Travel Agency by using SWOT matrix: first, the product development strategy. Second, the development strategy of differentiation. Third, integration development strategy. Fourth, form strategic alliance. Finally, in order to ensure the smooth implementation of the special tourism development strategy of Guangzhou Liangchen Beauty Travel Agency, the guarantee measures are put forward. The results of the study are helpful for Guangzhou Liangchen Beauty Travel Agency to embark on a benign track of development and achieve sustainable development under the guidance of a clear development strategy. It is beneficial for Guangzhou travel agency to seize the rare historical opportunity period for the development of domestic tourism market, to make the enterprises bigger and stronger, and to realize the mission of the enterprises. At the same time, it has reference value for the development strategy adjustment of similar enterprises.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.7

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