I 摘要 伴随着我国社会经济的快速发展，中国的旅游产业一定程度上实现了飞速 发展，国内外旅游产业及我国国内旅游人数在迅猛增长。文化旅游产业现已经 成为我国旅游产业的新兴产业，一定程度上能够促进我国的经济飞速发展，其 旅游产业中的其他产业效益也带来了推进作用，对比其它产业的经济发展来说， 文化产业的未来发展具有一定的上升规模。现阶段我国旅游消费的个性化需求 较为明显，文化旅游的应从旅游消费者的体验质量，旅游目的地的产业整体规 划、综合开发和政府管理等多个方面进行旅游产业综合实力的提升，以满足旅 游者多元化的不同需求为目标，从而提升文化旅游产业的行业竞争力。 本论文通过梳理文化旅游产业等相关文献综述，制定了 H 公司 SCP 模型分 析框架，通过 H 公司的市场结构、绩效和行为进行调查，结合实际进行分析， 根据竞争力评价指标体系的原则，对 H 公司竞争力进行要素的甄别与选择，通 过实地访谈和问卷调查，明确了公司在进行竞争力评价过程中各个指标的权重， 采用模糊综合评价法分析 H 公司现阶段在行业中的竞争力，最后提出了 H 公司 竞争力提升需采用提升品牌价值、创新运营模式、提高资本运作效率和实施产 业多元化战略四条路径，并指出公司提升竞争力的四点保障措施。 关键词：SCP 模型；竞争力评价；模糊综合评价法Abstract II Abstract With the rapid development of China's social economy, China's tourism industry has to a certain extent achieved rapid development, both domestic and foreign tourism industry and China's domestic tourism The number of people is growing rapidly. The cultural tourism industry has become an emerging industry in China's tourism industry, which to a certain extent can promote the rapid development of China's economy The benefits of other industries in the tourism industry also play a promoting role. At the present stage, the individualized demand of tourism consumption in China is more obvious. The quality of experience of tourism consumers should be taken into account in the process of cultural tourism, the overall industrial planning, comprehensive development and Government Management of the tourism destination can enhance the comprehensive strength of the tourism industry, and meet the diverse needs of tourists as the goal, so as to enhance the competitiveness of the cultural tourism industry. In this paper by analyzing cultural tourism industry and relevant literature review, formulated the SCP model analysis framework, H company through the market structure, performance and behavior of H company, combined with the actual analysis, based on the principle of competitiveness evaluation index system, screening and selection of H company competitiveness elements, through on-the-spot interview and questionnaire survey, has been clear about the company the weight of each index in the process of competitiveness evaluation, analysis of the fuzzy comprehensive evaluation method of H company competitiveness in the industry, In the end, the paper puts forward four ways to improve the competitiveness of H company, including enhancing brand value, innovating operation mode, improving capital operation efficiency and implementing industrial diversification strategy, and points out four safeguard measures to improve the competitiveness of the company. Keywords: SCP Model; Competitiveness Evaluation; Fuzzy and comprehensive evaluation目 录 III 目 录 摘要...........................................................................................................................I Abstract ........................................................................................................................II 第 1 章 绪 论 ............................................................................................................1 1.1 研究背景 ........................................................................................................ 1 1.2 研究意义 ........................................................................................................ 2 1.3 国内外研究综述............................................................................................. 3 1.3.1 国外研究综述 ....................................................................................... 3 1.3.2 国内研究综述 ....................................................................................... 4 1.3.3 研究评述............................................................................................... 5 1.4 研究内容及方法............................................................................................. 6 1.4.1 研究内容............................................................................................... 6 1.4.2 研究方法............................................................................................... 7 1.4.3 技术路线图........................................................................................... 8 第 2 章 相关理论研究综述.........................................................................................9 2.1 竞争力评价理论综述 ..................................................................................... 9 2.1.1 国外研究综述 ....................................................................................... 9 2.1.2 国内研究综述 ....................................................................................... 9 2.1.3 研究综述............................................................................................. 10 2.2 旅游产业竞争力评价理论综述.................................................................... 10 2.2.1 国外研究综述 ..................................................................................... 10 2.2.2 国内研究综述 ..................................................................................... 11 2.2.3 研究述评............................................................................................. 12 2.3 旅游产业竞争力评价模型研究综述 ............................................................ 12 2.3.1 国外研究综述 ..................................................................................... 12 2.3.2 国内研究综述 ..................................................................................... 13 2.3.3 研究述评............................................................................................. 13 第 3 章 基于 SCP 模型的 H 公司竞争力分析 ..........................................................14 3.1 H 公司基本情况介绍 .................................................................................... 14 3.2 H 公司 SCP 模型的分析框架........................................................................ 15目 录 IV 3.3 H 公司市场结构分析 .................................................................................... 15 3.3.1 市场集中化分析 ................................................................................. 15 3.3.2 产业差异化分析 ................................................................................. 16 3.3.3 进出入壁垒分析 ................................................................................. 17 3.4 H 公司市场行为分析 .................................................................................... 18 3.4.1 价格行为分析 ..................................................................................... 18 3.4.2 促销与创新行为分析.......................................................................... 18 3.4.3 并购行为............................................................................................. 19 3.5 H 公司市场绩效分析 .................................................................................... 19 第 4 章 H 公司竞争力评价体系构建和分析 ............................................................20 4.1 H 公司竞争力评价指标体系的构建 ............................................................. 20 4.1.1 竞争力评价指标体系的构建原则 ...................................................... 20 4.1.2 竞争力评价指标的选取...................................................................... 21 4.1.3 竞争力评价指标体系的建立 .............................................................. 21 4.1.4 竞争力评价权重的确定...................................................................... 22