本文選題：商業(yè)模式　切入點：定位　出處：《河北工業(yè)大學(xué)》2014年碩士論文

【摘要】：隨著人們生活水平的日益提高，旅游成為越來越多的人休閑時光的最佳選擇。作為旅游核心的旅游景區(qū)景點的規(guī)模也日益壯大。LM旅游景區(qū)位于河北省邢臺市太行山脈，經(jīng)過近十年的發(fā)展，已成為邢臺市著名的旅游景點。面對激烈的市場競爭，景區(qū)如何保持自身的競爭優(yōu)勢，把握市場機(jī)遇是目前所要考慮的問題的重中之重。 彼得·德魯克說：“當(dāng)今企業(yè)之間的競爭，已不是產(chǎn)品之間的競爭，而是商業(yè)模式之間的競爭。”作為旅游景區(qū)如何才能構(gòu)建自身獨(dú)特的商業(yè)模式顯得尤為重要。 本課題從戰(zhàn)略角度出發(fā)，應(yīng)用商業(yè)模式理論、戰(zhàn)略定位理論、價值鏈理論、需求與動機(jī)理論，從戰(zhàn)略定位與盈利模式兩個方面對景區(qū)現(xiàn)狀進(jìn)行了分析，指出了當(dāng)前景區(qū)商業(yè)模式存在的問題：旅游功能定位單一、旅游產(chǎn)品較少、景區(qū)宣傳力度不夠、盈利模式單一、沒有形成完整的產(chǎn)業(yè)價值鏈。 針對以上問題，運(yùn)用外部環(huán)境分析法、SWOT分析法、價值鏈分析法等方法對當(dāng)前國家政治經(jīng)濟(jì)政策、景區(qū)面臨的機(jī)會與威脅、可延伸的產(chǎn)品鏈及游客的旅游需求與動機(jī)進(jìn)行了進(jìn)一步的分析與闡述，對景區(qū)的商業(yè)模式進(jìn)行了優(yōu)化設(shè)計。 1、重新對景區(qū)進(jìn)行了戰(zhàn)略定位設(shè)計：將景區(qū)確立為“觀光旅游景區(qū)+體驗式旅游景區(qū)+文化休閑景區(qū)”，并擴(kuò)大了旅游產(chǎn)品的范圍，重新定位了目標(biāo)客源市場和目標(biāo)游客。 2、對景區(qū)的盈利模式進(jìn)行了優(yōu)化設(shè)計：開發(fā)了獨(dú)具特色的觀光旅游線路，增加了體驗式互動項目，增建了愛情山文化園區(qū)項目，并進(jìn)行了項目的可行性分析。延長了游客在景區(qū)的停留時間，使產(chǎn)業(yè)鏈中“食、住、行、游、購、娛”各個環(huán)節(jié)的收入都有所提升。 最后，對LM旅游景區(qū)的新舊商業(yè)模式進(jìn)行了對比分析，指出了商業(yè)模式優(yōu)化設(shè)計后的優(yōu)勢與缺陷，并進(jìn)行了綜合評價。
[Abstract]:With the increasing improvement of people's living standards, tourism has become the best choice for more and more people to spend their leisure time.The scale of scenic spots, which are the core of tourism, is also growing. LM is located in Taihang Mountains of Xingtai City, Hebei Province. After nearly ten years of development, it has become a famous tourist attraction in Xingtai City.In the face of fierce market competition, how to maintain its own competitive advantage and grasp the market opportunities are the most important issues to be considered.Peter Drucker said: "the competition between companies today is not competition between products, but competition between business models."As a scenic spot how to build its own unique business model is particularly important.From the strategic point of view, this paper applies the business model theory, the strategic positioning theory, the value chain theory, the theory of demand and motivation, and analyzes the present situation of the scenic spot from the two aspects of strategic positioning and profit model.This paper points out the problems existing in the current business model of scenic spots: single tourism function orientation, less tourism products, insufficient propaganda of scenic spots, single profit model, and not forming a complete industrial value chain.In view of the above problems, the external environment analysis method and the value chain analysis method are used to analyze the opportunities and threats faced by the current national political and economic policies, scenic spots, etc.The extensible product chain and tourist demand and motivation are further analyzed and elaborated, and the business model of scenic spot is optimized.1. The strategic positioning design of the scenic area is redesigned: the scenic spot is established as the "cultural and leisure scenic spot of experience tourism scenic spot", and the scope of tourism products is expanded, and the target tourist market and target tourists are repositioned.2. The profit model of the scenic spot is optimized: the unique sightseeing tour route is developed, the interactive project of experience is added, the project of Eyeshan culture park is built, and the feasibility of the project is analyzed.Prolonged the tourist stay in the scenic area, so that the industrial chain "food, housing, travel, travel, shopping, entertainment" in all aspects of the income has been improved.Finally, the paper makes a comparative analysis of the new and old business models of LM tourist attractions, points out the advantages and disadvantages of the optimized design of the business models, and makes a comprehensive evaluation.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7

【共引文獻(xiàn)】

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