九洲旅游集团多元化战略研究

发布时间：2018-03-31 17:43

本文选题：九洲旅游集团　切入点：多元化战略　出处：《山东大学》2012年硕士论文

【摘要】：多元化战略是企业发展过程中的一种重要战略选择,尤其是当企业发展到-定规模后为寻求规模扩张,经营业绩持续增长所采用的一种常见战略。正确的多元化战略通常能为企业创造更大的利润空间,而盲目选择多元化战略也会给企业带来经营和管理风险,因此企业根据自身需求正确选择多元化战略并加以有效实施,是企业多元化战略成功的关键。九洲旅游集团是一家集海上客运交通、旅游、复合旅游开发于一身的大型综合旅游集团,经过二十多年的努力,集团已整合了珠海市大部分国有优质旅游资源,发展成为了主业突出、多元化发展的区域性旅游龙头企业。与此同时,集团在多元化发展过程中也暴露出很多问题。面对新形势下错综复杂的竞争环境和发展机遇,如何制定符合集团自身多元化发展需要的战略并有效实施,成为集团健康可持续发展的关键。本文以珠海九洲旅游集团为研究对象,通过对企业多元化理论的学习和相关文献的查阅、分析总结,结合集团实际情况,运用相关战略研究工具对集团多元化现状进行了系统的研究,借助波士顿矩阵分析了集团多元化产业分布情况和产业发展前景,提出了集团多元化战略的产业发展方向、重点发展产业和多元化发展目标,并给出了保障措施。希望以此解决集团面临的如何进一步整合相关资源,优化产业结构,强化行业地位,建成主营业务突出,多元化产业并存,资产优良,产权清晰,盈利能力稳定,具有可持续发展能力的大型旅游集团,实现国有企业在统筹、引领、带动全市旅游产业发展,促进珠三角区域旅游一体化,逐步实现“旅游旺市”的战略目标的问题。
[Abstract]:Diversification strategy is an important strategic choice in the process of enterprise development.The correct diversification strategy can usually create more profit space for the enterprise, but blindly choosing the diversification strategy will also bring the management and management risk to the enterprise, so the enterprise chooses the diversification strategy correctly according to its own demand and carries out it effectively.It is the key to the success of diversification strategy.Jiuzhou Tourism Group is a large comprehensive tourism group that integrates maritime passenger transport, tourism and complex tourism development. After more than 20 years of efforts, the group has integrated most of the high-quality state-owned tourism resources in Zhuhai.Development has become the main industry prominent, diversified development of regional tourism leading enterprises.At the same time, the group in the process of diversification also exposed a lot of problems.In the face of the complex competitive environment and development opportunities under the new situation, how to formulate a strategy that meets the needs of the Group's own diversified development and effectively implement it has become the key to the healthy and sustainable development of the Group.This article takes Zhuhai Jiuzhou Tourism Group as the research object, through the study to the enterprise diversification theory and the related literature consult, analyzes the summary, unifies the group actual situation,This paper makes a systematic study on the present situation of group diversification by using relevant strategic research tools, analyzes the distribution of diversified industries and industrial development prospects by using Boston matrix, and puts forward the industrial development direction of group diversification strategy.Focus on the development of industry and diversified development goals, and given the protection measures.I hope to solve the problem of how to further integrate the related resources, optimize the industrial structure, strengthen the position of the industry, build the main business outstanding, diversified industry coexist, have excellent assets, clear property rights, stable profitability,Large tourism groups with the ability of sustainable development realize the problem that state-owned enterprises are planning, leading and promoting the development of tourism industry in the whole city, promoting the integration of tourism in the Pearl River Delta region, and gradually realizing the strategic goal of "tourism prosperous city".
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6

【参考文献】