论文运用战略管理、市场营销学等理论知识和方法,运用PEST分析工具,对
该行业所处的政治、经济、技术、社会四个方面的宏观环境进行了系统分析。在
此基础之上,运用SWOT分析工具,根据对BZK文化中心的调研,分析了中心的
内部优势和劣势,以及外部面临的机遇和威胁,提出了 BZK文化中心的目标定位
和战略选择,明确了中心资源和行动的聚集方向
论文对BZK文化中心可经营项目分别进行分析,结合对展馆客流量的增长趋
势确定经营定位。详细分析核定了三家展馆合并运营后的运营成本和经济效益评
估,确立了三年内扭亏为盈的经营目标。为使经营目标顺利实SL,选定四个方面
的具体经营策略:一流品牌策略、提高盈利能力策略、提升客户满意度策略和人
才储备策略,构建出了 BZK文化中心的经营策略
关键词:展览行业,经营策略,文化中心,展览
ABSTRACT
In the current, BZK Cultural Center is the largest technological and cultural
exhibitions bases in some province, with a total construction area of 112,000 square
meters of hall space, including Provincial Museum, the Provincial Science and
Technology Museum, the Provincial Professional Technology Museum these three
expertise halls. As the government to deepen reform, who decided to transform
gradually the operation method from maintaining the original financial earmarked to
enterprise development and market operations. This thesis takes BZK cultural center
for the case to sort through and analyze its internal and external environment, and then
to develop a suitable development of the company's business strategy.
Papers applying theoretical knowledge and methods of strategic management,
marketing, etc., using PEST analysis tools, systematically analyzed the industry macro
environment in which political, economic, technological, social four areas. On this basis,
it uses of SWOT analysis tool based on the BZK Cultural Center research, analyzed the
internal strengths and weaknesses of the center,as well as external opportunities and
threats. It also proposed strategic choice and targeting of BZK cultural center, and
making a clear central resources and aggregation course of action.
BZK cultural center management projects were analyzed in the thesis, combining
with customer traffic growth trends to identify hall business orientation. Approved a
detailed analysis of the operating costs and economic evaluation after three pavilions
combined operations; Finally, strategies to improve profitability, build first-class brand,
enhance customer satisfaction and building talent pool in four areas, build the entire
business strategy of BZK cultural center.
KEYWORDS: exhibition industrybusiness strategy5Culture Exhibition Center
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