孙子兵法在旅游行业战略经营中的应用研究

发布时间：2018-10-26 20:19

【摘要】：《孙子兵法》是我国古代最重要的兵书,与《战争论》和《五轮书》并称世界三大兵书。其内容博大精深,思想睿智理性,其蕴含着的丰富战略思想对当今的企业战略管理仍有突出的借鉴意义。旅游行业是快速发展的朝阳产业,是“第三产业”的重要组成部分。一个是中国古代军事战略思想的代表,一个是近代发展速度迅猛的新兴行业,两者之间是否有交集,《孙子兵法》的战略思想能否对旅游行业的战略管理提供一定的借鉴呢,本文将试着给出自己的观点。本文在查阅大量文献的基础上,将《孙子兵法》与现代企业战略管理理论作对比,通过二者在出发点、思想观和侧重点方面的异同的比较,对《孙子兵法》的主要军事战略思想进行剖析。提出《孙子兵法》虽然比现代战略管理理论早问世2000多年,但其战略思想却是基本一致的,尤其是《孙子兵法》包含了朴素的唯物辩证法思想,对于战略的决策有着显著的指导意义。通过前人经验提出的“形势”原理和“慎战”理论,得出“布形”“谋势”“慎战”等战略战术思想,揭示出《孙子兵法》在战略准备、战略设计和战略实施过程中的思想指导。最后通过深入分析“宋城股份”、“华侨城旅游地产”以及“华夏镇北堡西部影视城”三个旅游企业的成功案例,剖析出《孙子兵法》在企业战略决策、战略设计和组织以及战略实施过程中的具体运用。最后通过案例的分析,总结出《孙子兵法》对旅游企业战略管理中的重要作用：1、战略管理是关系企业生存发展的重要决策,必须谨慎对待,2、加强自身实力,强调攻守平衡,3、善于布形和谋势,4、以正合,以奇胜与出奇制胜,5、善用利害的权变思想。《孙子兵法》蕴含的丰富战略思想,是人类共同的财富,其所揭示的基本军事理论对于现在激烈的商业竞争仍有不小的示范作用。本文探索《孙子兵法》运用于企业战略管理,尤其是旅游行业战略决策制定方面范例,希望对旅游企业如何制定和设计经营战略提供借鉴和参考。
[Abstract]:Sun Tzu's Art of War is the most important military book in ancient China. Its content is broad and profound, the thought is wise and rational, it contains the rich strategic thought still has the outstanding reference significance to the present enterprise strategic management. Tourism industry is a rapidly developing sunrise industry and an important part of the tertiary industry. One is the representative of China's ancient military strategic thinking, the other is the emerging industry with rapid development in modern times. Is there an intersection between the two? can the strategic thinking of "Sun Tzu Art of War" provide a certain reference for the strategic management of the tourism industry? This article will try to give your own point of view. On the basis of consulting a large number of documents, this paper compares Sun Tzu's Art of War with the modern enterprise's strategic management theory, and compares the similarities and differences between them in the starting point, the ideological view and the emphasis. This paper analyzes the main military strategic thoughts of Sun Tzu's Art of War. Although Sun Tzu's Art of War came out more than 2000 years earlier than the modern strategic management theory, its strategic thought is basically the same. Especially, Sun Tzu's Art of War contains a simple materialist dialectic thought. It has significant guiding significance for strategic decision-making. Based on the principle of "situation" and the theory of "careful battle" put forward by predecessors, the strategic and tactical thoughts such as "layout", "seeking potential" and "careful combat" are obtained, and it is revealed that "Sun Tzu's Art of War" is in strategic preparation. Strategic design and implementation of the process of ideological guidance. Finally, by analyzing the successful cases of "Song Cheng shares", "overseas Chinese Town Tourism Real Estate" and "the Western Film and Television City of North Fort of China", the paper analyzes the strategic decision of Sun Tzu's Art of War in the enterprise. Strategic design and organization, as well as the implementation of the strategy in the process of specific use. Finally, through the case analysis, summarizes the "Sun Tzu Art of War" important role in the strategic management of tourism enterprises: 1, strategic management is an important decision related to the survival and development of enterprises, must be treated with caution, 2, strengthen their own strength, Emphasis on the balance of attack and defense, 3, good at distribution and potential, 4, in order to match, surprise and surprise to win, 5, the use of the idea of change. The rich strategic thought contained in Sun Tzu's Art of War is the common wealth of mankind, and the basic military theory revealed by it still plays an important role in demonstrating the fierce commercial competition. This paper explores the application of "Sun Tzu Art of War" in the strategic management of enterprises, especially in the strategic decision making of tourism industry, hoping to provide reference and reference for tourism enterprises how to formulate and design management strategies.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;E892

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