本文關鍵詞：張裕巴保男爵酒莊旅游開發戰略研究　出處：《石河子大學》2016年碩士論文　論文類型：學位論文

  更多相關文章： 張裕酒莊 酒莊旅游 開發 研究

【摘要】：進入21世紀后中國社會經濟飛速發展,人民生活水平得到極大提高,與之而來的是人們對于高品位生活的追求。興起于國外的體驗經濟時代的來臨又使國內消費者對個性化需求和情感需求不斷上升,因此各種形式的專業旅游應運而生。黨的十八大報告提出,要著力構建現代產業發展新體系,推動服務業特別是現代服務業發展壯大。旅游業作為現代服務業的重要組成部分,不僅為國家和社會帶來巨大的收入,促進了商業消費,加速了經濟增長,而且解決了大量勞動力就業,豐富了百姓精神文化生活,旅游業將成為支撐我國經濟發展的重要產業。酒莊旅游作為近年興起的一種專項旅游,其天然特性不僅能滿足人們對于高品質生活的追求,而且能滿足人們多元化的旅游需求,發展前景十分廣闊。新疆葡萄資源豐富,石河子墾區葡萄種植在新疆占重要地位,基于此自然稟賦興建的酒莊眾多。當前,新疆酒莊旅游處于起步階段,對酒莊進行旅游開發起著擴大宣傳企業形象、增加企業收入、豐富企業產品體系等作用。張裕巴保男爵酒莊是石河子市與葡萄酒直接相關的企業,也是煙臺張裕集團的子公司。對張裕巴保男爵酒莊旅游開發進行研究,不僅能促進酒莊企業的發展,也可以帶動整個新疆葡萄產業的優化整合,為新疆農業發展作出新的探索。本文在對酒莊旅游開發和相關概念進行總結概述的基礎上,運用調查研究、定性分析與定量分析相結合、實證研究和比較研究等方法,對張裕巴保男爵酒莊旅游開發面臨的企業外部宏觀環境、基于五力模型的產業競爭環境及酒莊內部條件進行了分析。在對酒莊旅游發展現狀研究的基礎上,運用SWOT分析法對張裕巴保男爵酒莊旅游開發進行機遇和挑戰,優勢和劣勢分析,得出適用于酒莊旅游發展的戰略選擇。本文認為張裕巴保男爵酒莊旅游開發應該走增長型發展戰略,并提出了旅游開發的具體戰略和戰略重點。最后,有針對性的提出張裕巴保男爵酒莊旅游開發的保障措施。本文力圖希望通過系統的分析為巴保男爵酒莊旅游開發指明方向,為加快酒莊旅游產業化提供借鑒。
[Abstract]:Since 21th century, China's social economy has developed rapidly, and the people's living standards have been greatly improved. On the other hand, people's pursuit of high-grade life. The coming of experience economy era rising in foreign countries makes domestic consumers' demand for individuation and emotion rising. As a result, various forms of professional tourism came into being. The report of the 18 National Congress of the Communist Party of China (CPC) put forward the need to build a new system for the development of modern industries. As an important part of modern service industry, tourism not only brings huge income to the country and society, but also accelerates economic growth. And solve a large number of labor employment, enrich the people's spiritual and cultural life, tourism will become an important industry to support the economic development of our country. Its natural characteristics can not only meet the pursuit of high quality of life, but also meet the diversified needs of tourism, the development prospects are very broad. Xinjiang is rich in grape resources. Grape cultivation in Shihezi Reclamation area plays an important role in Xinjiang, and there are many wineries based on this natural endowment. At present, tourism of Xinjiang winery is in its infancy, and tourism development of winery is expanding the publicity of enterprise image. Increase enterprise income, enrich the role of the enterprise product system. Changyuba Baron Winery is directly related to wine enterprises in Shihezi City. It is also a subsidiary of Yantai Changyu Group. The research on the tourism development of the Baron Changyu Wine Farm can not only promote the development of winery enterprises, but also promote the optimization and integration of the whole grape industry in Xinjiang. On the basis of summarizing and summarizing tourism development and related concepts of winery, this paper applies investigation, qualitative analysis and quantitative analysis to combine the qualitative analysis and quantitative analysis. Empirical research and comparative study, such as the tourism development of Baron Baron Changyu Bafa facing the external macro environment. Based on the five forces model of the industrial competition environment and the internal conditions of the winery were analyzed. On the basis of the research on the present situation of tourism development of the winery. SWOT analysis method is used to analyze the opportunities, challenges, advantages and disadvantages of the tourism development of Baron Changyu Baron. This paper concludes that the tourism development of Baron Changyu Baron should take the growth strategy and puts forward the specific strategy and strategic focus of tourism development. This paper tries to point out the direction of tourism development of Baron Baron winery through systematic analysis and provide reference for speeding up the tourism industrialization of the winery.
【學位授予單位】：石河子大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F426.82;F592.7

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本文編號：1401590