【摘要】：冠世榴園景區(qū)位于山東省棗莊市嶧城區(qū)西部,面積達13余萬畝,有2000多年的歷史,為目前我國最大的石榴園林。2001年景區(qū)中的石榴園被上海大世界基尼斯總部認(rèn)證為“基尼斯世界之最”。 冠世榴園景區(qū)原屬嶧城區(qū)旅游局和冠世榴園風(fēng)景區(qū)管委會經(jīng)營管理。嶧城區(qū)政府實行政府引導(dǎo)、企業(yè)主導(dǎo)、市場化運作的政策,2009年9月1日把冠世榴園由地方政府劃轉(zhuǎn)福興集團經(jīng)營管理,福興集團專門成立了山東冠世榴園旅游發(fā)展有限公司,負(fù)責(zé)冠世榴園風(fēng)景區(qū)經(jīng)營管理。實行企業(yè)化運作之后,冠世榴園的開發(fā)建設(shè)和經(jīng)營管理面臨著新的機遇和挑戰(zhàn),發(fā)展旅游的許多思路需要轉(zhuǎn)變。 本文運用發(fā)展戰(zhàn)略理論,對冠世榴園發(fā)展的外部環(huán)境和內(nèi)部資源、能力進行分析,進行合理匹配,制定出冠世榴園發(fā)展戰(zhàn)略,將對冠世榴園未來的發(fā)展提供有益的思路,并且能為政府決策部門提供理論參考。研究成果也將為同類農(nóng)業(yè)旅游園區(qū)提供借鑒。 全文共分七章,首先在緒論部分,對論文的選題背景與研究意義、研究思路與研究方法進行了說明。第2章對國內(nèi)外研究現(xiàn)狀和相關(guān)研究理論基礎(chǔ)進行了梳理分析。 其次,對山東冠世榴園景區(qū)外部宏觀環(huán)境和行業(yè)環(huán)境進行了詳細(xì)的梳理,明確影響企業(yè)發(fā)展戰(zhàn)略制定的政治環(huán)境、經(jīng)濟環(huán)境、社會環(huán)境、技術(shù)環(huán)境、行業(yè)競爭、競爭者、替代品威脅等外部條件要素；內(nèi)部對景區(qū)自然概況、有形資源、無形資源、服務(wù)設(shè)施、組織資源等戰(zhàn)略制定影響要素進行了詳細(xì)分析。 然后,根據(jù)影響企業(yè)的戰(zhàn)略要素分析情況,利用SWOT分析法對山東冠世榴園內(nèi)外的優(yōu)勢、劣勢、機會與威脅建立SWOT矩陣,根據(jù)企業(yè)戰(zhàn)略選擇原則確定企業(yè)戰(zhàn)略目標(biāo),確立企業(yè)戰(zhàn)略要適應(yīng)產(chǎn)業(yè)發(fā)展潮流,從“眼球經(jīng)濟”向“體驗經(jīng)濟”轉(zhuǎn)型,通過提升品牌形象,增加景區(qū)美譽度,開發(fā)石榴文化,豐富景區(qū)產(chǎn)品,實行區(qū)域聯(lián)合發(fā)展。 最后,根據(jù)景區(qū)戰(zhàn)略發(fā)展的需要,制定戰(zhàn)略實施的保障措施。
[Abstract]:Located in the west of Yicheng District of Zaozhuang City, Shandong Province, Guanshiyunyuan Scenic area has an area of more than 130,000 mu and has a history of more than 2000 years. It is the largest pomegranate garden in our country at present. In 2001, the pomegranate garden in the scenic spot was certified as "the largest in the world" by the Guinness headquarters of Shanghai Grand World. Guanshi Gardenland Scenic area is originally Yicheng District Tourism Bureau and Guanshi Garde Scenic area Management Committee management. The government of Yicheng District carried out the policy of government guidance, enterprise leading and market-oriented operation. On September 1, 2009, the Guanshi Garnet Garden was transferred from the local government to Fuxing Group, and Fuxing Group set up Shandong Guanshidu Garden Tourism Development Co., Ltd. To be responsible for the operation and management of Guanshihoyuan Scenic spot. After the implementation of enterprise-oriented operation, the development, construction, management and management of the garnet are faced with new opportunities and challenges, and many ideas of developing tourism need to be changed. Based on the theory of development strategy, this paper analyzes the external environment and internal resources and ability of the development of crown and garnet orchard, makes a reasonable match, and formulates the development strategy of crown and garnet orchard, which will provide beneficial ideas for the future development of crown and garnet orchard. And can provide the theory reference for the government decision-making department. The research results will also provide reference for similar agricultural tourism parks. The paper is divided into seven chapters. Firstly, in the introduction part, the background, research significance, research ideas and research methods of the thesis are explained. Chapter 2 analyzes the current situation of domestic and foreign research and the theoretical basis of related research. Secondly, the external macro environment and industry environment of Guanshiduryuan Scenic spot in Shandong Province are combed in detail, and the political environment, economic environment, social environment, technological environment, industry competition, competitors that influence the formulation of enterprise development strategy are clearly defined. The external factors such as substitute threat and so on are analyzed in detail, including natural situation, tangible resources, intangible resources, service facilities, organizational resources and so on. Then, according to the analysis of the strategic factors affecting the enterprises, the paper establishes the SWOT matrix of the strengths, weaknesses, opportunities and threats inside and outside the Guanshi Garde Garden in Shandong Province by using the SWOT analysis method, and determines the strategic objectives of the enterprises according to the principles of enterprise strategic choice. The enterprise strategy should adapt to the trend of industrial development, transform from "eyeball economy" to "experience economy", promote brand image, increase scenic spot reputation, develop pomegranate culture, enrich scenic area products, and implement regional joint development. Finally, according to the need of strategic development of scenic spot, the safeguard measures of strategic implementation are formulated.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

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