【摘要】：哈爾濱伏爾加莊園是以哈爾濱歷史為依托，俄羅斯文化為主題，集會(huì)議培訓(xùn)、休閑娛樂、文化沙龍、婚禮慶典、冰雪活動(dòng)、戶外運(yùn)動(dòng)等功能為一體的國家AAAA級(jí)文化旅游度假區(qū)，是國家中俄文化交流基地，也是打造黑龍江省、哈爾濱市冰雪旅游和濕地旅游的重點(diǎn)項(xiàng)目之一。然而，作為一個(gè)新興的旅游企業(yè)，仍然面臨著組織機(jī)構(gòu)、管理體制不健全，旅游人才匱乏、缺乏旅游管理經(jīng)驗(yàn)，旅游產(chǎn)品和旅游品牌建設(shè)不到位，公共基礎(chǔ)設(shè)施和旅游接待設(shè)施不完善等諸多問題。如何在旅游業(yè)快速發(fā)展的外部環(huán)境下，重新審視企業(yè)的發(fā)展戰(zhàn)略和目前的競爭格局，制訂并實(shí)施何種有效的發(fā)展戰(zhàn)略和銷售策略，才能不斷提高其競爭能力和贏利能力，是伏爾加莊園迫切需要研究解決的戰(zhàn)略課題。 本文以伏爾加莊園為研究對(duì)象，采用理論研究與實(shí)證研究相結(jié)合的方法，以相關(guān)的管理學(xué)的理論為基礎(chǔ)，回顧了戰(zhàn)略管理理論的發(fā)展和演變歷程，，將戰(zhàn)略管理理論分析模型做了簡要介紹，收集了大量的資料并進(jìn)行深入的調(diào)查。首先，在戰(zhàn)略分析中，通過資料及數(shù)據(jù)的分析，利用戰(zhàn)略管理工具PEST和SWOT的分析方法，對(duì)伏爾加莊園所處的外部環(huán)境和企業(yè)自身的內(nèi)部條件進(jìn)行了分析、評(píng)價(jià)，指出企業(yè)發(fā)展所面臨的機(jī)會(huì)與威脅、優(yōu)勢與劣勢，提出了莊園的愿景、使命、經(jīng)營理念及戰(zhàn)略目標(biāo)；其次，在戰(zhàn)略選擇與制定中，依據(jù)伏爾加莊園的SWOT分析結(jié)果，提出了差異化、多元化、集約化、低成本、合作雙贏、產(chǎn)業(yè)延伸、服務(wù)創(chuàng)新、多層次定位的發(fā)展戰(zhàn)略；最后，在戰(zhàn)略實(shí)施和保障中，總結(jié)了利用市場推廣策略、產(chǎn)品策略、促銷策略、經(jīng)營策略、渠道策略五方面的戰(zhàn)略實(shí)施策略以及八項(xiàng)戰(zhàn)略實(shí)施的保障措施。 本文從戰(zhàn)略的高度分析了伏爾加莊園的發(fā)展方向，希望研究的成果對(duì)于莊園及國內(nèi)旅游景區(qū)的成長與發(fā)展有參考價(jià)值和借鑒意義。
[Abstract]:Based on Harbin history and Russian culture, Harbin Volga Manor is a national AAAA cultural tourism resort with functions such as conference training, leisure and entertainment, cultural salon, wedding celebration, ice and snow activities, outdoor sports, etc. Sino-Russian cultural exchange base is also to build Heilongjiang Province, Harbin City ice and snow tourism and wetland tourism one of the key projects. However, as a new tourism enterprise, it is still faced with organizational structure, imperfect management system, lack of tourism talents, lack of experience in tourism management, inadequate construction of tourism products and tourism brand. Public infrastructure and tourist reception facilities are not perfect and many other problems. In the external environment of rapid development of tourism, how to re-examine the development strategy of enterprises and the current competitive pattern, formulate and implement what effective development strategies and marketing strategies, in order to continuously improve their competitiveness and profitability. Volga Manor is an urgent need to solve the strategic problem. This paper takes Volga Manor as the research object, adopts the method of combining theoretical research with empirical research, and reviews the development and evolution of strategic management theory based on the related management theory. This paper briefly introduces the theoretical analysis model of strategic management, collects a lot of data and makes a thorough investigation. First of all, through the analysis of data and data, using the analysis method of PEST and SWOT, this paper analyzes and evaluates the external environment of Volga Manor and the internal conditions of the enterprise itself. The paper points out the opportunities and threats, advantages and disadvantages faced by the enterprise development, and puts forward the vision, mission, management idea and strategic goal of the manor. Secondly, in the course of strategic choice and formulation, according to the results of SWOT analysis of Volga Manor, Put forward the development strategy of differentiation, diversification, intensive, low cost, win-win cooperation, industry extension, service innovation, multi-level positioning. Finally, in the strategy implementation and guarantee, summarized the use of market promotion strategy, product strategy, Promotion strategy, management strategy, channel strategy five aspects of strategic implementation strategy and eight strategic implementation of the safeguard measures. This paper analyzes the development direction of Volga Manor from the strategic point of view, and hopes that the research results will have reference value and reference significance for the growth and development of the manor and the domestic tourist attractions.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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本文編號(hào)：2201502