桂林旅游纪念品有限公司的战略设计初探

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1、西南交通大学硕士学位论文桂林××旅游纪念品有限公司的战略设计初探姓名：雷一萍申请学位级别：硕士专业：工商管理指导教师：王成璋20080409西南交通大学硕士研究生学位论文第1I页链管理、利润模式设计及业务组合等战略实现手段。第七部分从定位、营销、人才与内部管理等方面，较为详细地阐述了企业经营层次的战略实施思考虑与计划。最后为结论部分，总结了本次实证研究的成果及存在的不足。关键词：旅游产业旅游纪念品启蒙战略桂林旅游西南交通大学硕士研究生学位论文第1II页AbstractBasedontheviewof

2、globalvisionandpermanentbusinesscontinuity，thiSpaperattemptstodoaempiricalresearchontheinitialstrategyforasouvenirenterprisewiththeaimatachievingahealthdevelopmentofitanditsrelativelindustry．ThispaperiSorganisedasfollowed．ChapteroneiStheintroductionand

3、1iterarurereview，whichincluetheresearchbackground，goalandsignificance，theindustryresearchtrend，theresearchmethodologyandframeworksandthecoreresearchresults．Chapter2isthebasictheories，whichi1lustratestheconcept，characteristics，range，valuesofsouvenirSOas

4、tofindouttheoutsideandinsidecharacteristicsofsouveniranddevelopthetheoreticalframeforthiSresearch．Chapter3emphasisontheanalysistocurrentdomesticandoverseatravelindustryandsouvenirmarketsituationbaseoftheavailablesecondhandinformation，whichbasedonamarke

5、tingpointofviewandwi1supportfurtherstrategysetting．Chapter4isabouttruepracticefindingsfromsiteinVestigationsinGuangzhou，ShenzhenandGui1inforsouvenirconsumptionbehaviors，whichareusedtounderstandthecurrentmarketingdevelopmentdirectionandthecharacteristic

6、softhetargetconsumers．ItiSareferencefortheenterprisestomaketheirinitialstrategy．西南交通大学硕士研究生学位论文第Ⅳ页Chapter5analyzestheexternalsurroundingsoftheenterprisesbyusinganalysistools，iePEST，valuechain，5competencymodule，strategicvaluecurveandprofitmodelonbasiSof

7、thetheoriesknownasstrategicmanagement，marketingandsalestheory，businessopeningtheoryandmanagementtheory．Itmakesanoverallintroductionoftravelindustryandsouvenirindustrydevelopmenttrendfrommulti—aspects．Throughtheanalyzingofenterpriseself—competency，avail

8、ableresources，targetconsumers，regionalcompetitioncircumstances，opportunitiesandthreat，thetialstrategyframeworkisroughlysculptedoutandtheperiodictargetsandkeystrategicpointsaresetup．Chapter6emphasizesontheinitiativesofvaluecurvedesign，va