青岛海上旅游企业现状与发展路径研究

发布时间：2018-10-29 18:26

【摘要】：随着蓝色经济区建设正式上升为国家战略，海上旅游迎来了前所未有的发展机遇。青岛地理位置优越，海洋旅游资源丰富，大力发展海上旅游是青岛市旅游业发展的重点和实现青岛市旅游转型升级的途径之一。青岛海上旅游起步较早，最早发端于德国侵占时期，但是到目前为止，青岛海上旅游发展缓慢，海上旅游一直在低水平徘徊，产品层次低、海上旅游项目单一、海上旅游市场混乱等问题突出。为此，本文在综合分析国内外相关研究成果的基础上，在企业战略管理理论以及经济学理论的指导下，通过实地调研和访谈，欲全面分析青岛海上旅游企业发展现状和存在的问题，并提出具体可行的发展路径。本文共分为六个部分进行研究。第一部分析了选题的背景、选题的依据，明确了研究目的和意义，并对国内外相关的研究现状及研究重点进行了梳理。在第一部分分析的基础上，论文的第二部分分析了海洋旅游与海上旅游的概念区别，并提出了海上旅游及海上旅游企业的概念，结合青岛海上旅游发展的实际，把海上旅游企业划分为四种基本的类型，并分别给出了界定。在论文的第三部分，概述了青岛旅游业发展概况，并运用SWOT分析法对青岛海上旅游发展环境进行了详细的分析，明确了青岛发展海上旅游的优劣势以及面临的机遇和威胁。论文的第四部分，从规模与效益状况、产品和服务状况、市场竞争结构状况三大方面，对青岛海上旅游企业的发展现状进行了分析和阐述，从行政管理和行业协会自律两个方面分析了海上旅游的行业管理情况，，并运用波特五力模型探讨了青岛海上旅游的行业竞争环境，之后结合笔者的实地访谈和调研，从产品、营销、经营方式、内部管理及外部大环境五个方面论述了青岛海上旅游企业目前存在的问题。论文的第五部分，在交易费用理论、合作竞争理论等理论的指导下，结合第四部分提出的问题，从海上旅游企业的外部环境和自身建设两个角度提出了海上旅游企业发展的路径。论文的第六部分是对全文进行的总结。本文首先对海洋旅游相关研究成果进行了梳理和总结，提出了海上旅游和海上旅游企业的概念，并尝试对青岛海上旅游进行了分类和实证研究，通过对青岛海上旅游企业进行实地调研与访谈，全面分析了青岛海上旅游以及海上旅游企业的现状，并提出海上旅游企业发展路径，对青岛海上旅游企业的发展有一定的借鉴意义。
[Abstract]:With the construction of blue economic zone as a national strategy, marine tourism ushered in unprecedented opportunities for development. Qingdao has a superior geographical location and abundant marine tourism resources. Developing marine tourism is the key point of Qingdao's tourism development and one of the ways to realize Qingdao's tourism transformation and upgrading. Qingdao's maritime tourism started early, first in the period of German occupation. However, so far, Qingdao's maritime tourism has been slow to develop, sea tourism has been hovering at a low level, product level is low, and the project of maritime tourism is single. Maritime tourism market chaos and other problems prominent. Therefore, on the basis of comprehensive analysis of relevant research results at home and abroad, under the guidance of enterprise strategic management theory and economic theory, this paper through field research and interviews. This paper analyzes the present situation and existing problems of Qingdao marine tourism enterprises, and puts forward the feasible development path. This paper is divided into six parts. The first part analyzes the background of the topic, the basis of the topic, the purpose and significance of the research. Based on the analysis of the first part, the second part of the paper analyzes the concept difference between marine tourism and marine tourism, and puts forward the concept of marine tourism and maritime tourism enterprises, combined with the actual development of Qingdao marine tourism. The marine tourism enterprises are divided into four basic types and are defined respectively. In the third part of the paper, the author summarizes the general situation of Qingdao tourism development, and makes a detailed analysis of Qingdao marine tourism development environment by using SWOT analysis method, and clarifies the advantages and disadvantages of Qingdao marine tourism development, as well as the opportunities and threats faced by Qingdao. The fourth part of the paper, from the scale and benefit situation, the product and service condition, the market competition structure condition three big aspects, has carried on the analysis and the elaboration to the Qingdao sea traveling enterprise's development present situation. This paper analyzes the situation of industry management of marine tourism from two aspects of administrative management and self-discipline of trade association, and probes into the competitive environment of Qingdao marine tourism industry by using Porter's five-force model. Then, combining with the author's field interviews and investigation, the paper discusses the products from the point of view of the products. This paper discusses the problems existing in Qingdao marine tourism enterprises from five aspects: marketing, management mode, internal management and external environment. The fifth part of the paper, under the guidance of transaction cost theory, cooperative competition theory and other theories, combined with the fourth part of the question, From the external environment and self-construction of marine tourism enterprises, this paper puts forward the development path of marine tourism enterprises. The sixth part of the paper is a summary of the full text. Firstly, this paper summarizes the related research results of marine tourism, puts forward the concepts of marine tourism and maritime tourism enterprises, and attempts to classify and empirically study Qingdao marine tourism. Based on the field investigation and interview of Qingdao marine tourism enterprises, this paper comprehensively analyzes the present situation of Qingdao sea tourism and marine tourism enterprises, and puts forward the development path of the sea tourism enterprises. It has certain reference significance to the development of Qingdao marine tourism enterprises.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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