QW公司业务组合战略研究

发布时间：2018-07-20 13:16

【摘要】：随着我国经济的快速发展,旅游业作为第三产业中一个重要的行业,越来越多地受到人们的关注。QW公司是一家集文化旅游产业为一体的综合性旅游股份公司,业务范围涵盖景区运营管理、酒店餐饮管理、旅行社业务、景区文艺演出、文化旅游咨询服务、旅游商品开发、会员卡服务等业务范畴。本文选择QW公司作为案例,研究旅游行业业务组合战略,是因为其在现有的业务模式下已经取得了一定的成绩,它的业务组合战略方向可以代表未来文化旅游业发展的方向。本文通过对实际工作中业务发展模式的认识和对未来业务组合模式的探索,运用案例分析法、PEST分析、波特五力竞争模型、波士顿矩阵、通用矩阵(内部-外部矩阵)等方法和工具对QW公司现有的业务组合模式进行了详细的分析和研究,总结出公司目前业务组合存在的问题。针对公司业务组合存在的问题,分别从近期和远期两个阶段进行规划,提出公司的未来战略规划。未来公司业务组合战略是：继续依托旅游景区管理、酒店餐饮服务、旅行社三大基础业务,以旅游管理输出为新的利润增长点,将旅游商品开发、会员卡服务等业务剔除或者外包,同时依托旅游景区,拓展思路,整合资源,进行旅游地产开发,开发适合现代城镇化发展的商业地产与居住地产,实现景区、商业、居住、游乐等业务的共同发展,以保持公司在行业中的核心竞争力,为公司可持续发展提供保障,从而最终实现规模经济、达到协同效应。最后对公司业务组合战略实施的保障措施进行了分析,以确保新的业务组合战略能够落地实施。本文研究结果对QW公司的可持续发展有一定的指导作用,对同类企业的发展也有一定的借鉴意义。然而本文仅对业务组合战略模式做出总体规划,对每一种组合的具体实施方案没有进行详细地设计,因此这是下一步需要研究的方向。
[Abstract]:With the rapid development of our country's economy, tourism, as an important industry in the tertiary industry, is paid more and more attention to by people. QW Company is a comprehensive tourism stock company which integrates the cultural tourism industry. Business scope covers scenic area operation management, hotel catering management, travel agency business, scenic theatrical performances, cultural tourism consulting services, tourism commodity development, membership card services and other business areas. This paper chooses QW Company as a case to study the business portfolio strategy of tourism industry because it has made some achievements under the existing business model and its business portfolio strategy direction can represent the future development direction of cultural tourism. Based on the understanding of the business development model and the exploration of the future business combination model, this paper applies case analysis method to pest analysis, Porter's five-force competition model, Boston matrix, The general matrix (internal-external matrix) and other methods and tools are used to analyze and study the existing business portfolio model of QW Company in detail and summarize the existing problems in the business portfolio. Aiming at the problems of the company's business portfolio, the future strategic planning of the company is put forward from the two stages of the short term and the long term respectively. The company's business combination strategy in the future is to continue to rely on tourism scenic spot management, hotel catering service, travel agency three basic business, tourism management output as a new profit growth point, the development of tourism commodities, Membership card service and other business elimination or outsourcing, while relying on tourist attractions, expand ideas, integrate resources, tourism real estate development, development of commercial real estate and residential real estate suitable for the development of modern urbanization, to achieve scenic, commercial, residential, The common development of pleasure and other business in order to maintain the core competitiveness of the company in the industry, to provide protection for the sustainable development of the company, so as to achieve economies of scale and achieve synergy. Finally, the paper analyzes the safeguard measures of the implementation of the business portfolio strategy to ensure that the new business portfolio strategy can be implemented on the ground. The results of this paper can guide the sustainable development of QW Company and can be used for reference to the development of similar enterprises. However, this paper only makes the overall plan for the business portfolio strategic model, and does not design the specific implementation scheme of each combination in detail, so this is the next step to be studied.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F272

【参考文献】