旅游是发展经济、增加就业和满足人民日益增长的美好生活需要的有效手段，旅游 业是提高人民生活水平的重要产业。目前，国民经济平稳运行，居 民出游力不断提升， 民众对旅游质量要求的不断提高，主题公园运用现代科技和文化手段，满足了旅游者多 样化休闲娱乐需求。融合了避暑清凉和亲水娱乐的水上乐园项目，在 近几年雨后春笋般 的发展起来。泰山亚龙湾水上乐园建于2011年，属于第三代主题乐园，位于山东省泰安 市泰山区。项目建成之初，给游客带来不凡的夏日游玩体验。随着时间 推移，周边150 公里内陆续建成十余个水上乐园项目，游客有了更多的选择空间，客源竞争越来越大。 本文主题通过文献研究、问卷调查、访谈、对比分析等研究方法对泰山亚龙 湾水上 乐园的经营环境、发展历程、口碑评价、客源地构成、游客特征加以分析，发现游玩项 目丰富、轻资产运营等优势和公司机构不健全、经营政策不延续、设备老化等问题 。运 用PEST分析法、3C战略三角模型、SWOT分析法分析其经营环境和内部条件，根据分 析结果建议采用收缩战略和差异化战略，从人力资源、营销手段、游玩项目、价格等多 维 度进行收缩稳定，对服务和产品进行差异化提升，通过服务培训和绩效考核等方式， 提高员工的服务意识，调整和新建部分游玩项目，增加餐饮种类，以求提高游客的满意 度。 通过完善公司的治理结构，适当降低票价，培养和引进营销专业人才，强化人力资 源优势，最终实现20万游客的营销目标，使之成为本地休闲消暑的必游之地。 关键字：水上乐 园；经营战略；SWOT分析 研究类型：专题研究 Subject:ResearchontheOperationStrategyofTaishanYalongBayWater Park Specialty:MasterofBusinessAdministration Name:SunLei（Signature） Instructor:YuLixin（Signature） ABSTRACT Tourismisaneffectivemeansofdevelopingtheeconomy,increasingemploymentand meetingthepeople'sgrowingneedsforabetterlife.Tourismisanimportantindustryto improvepeople'slivingstandards.Atpresent,thenationaleconomyisrunningsmoothly,the residents'travelabilityisconstantlyimproving,andthepeople'srequirementsfortourism qualityarealsoconstantlyimproving.Byusingmoderntechnologyandculturalmeans,the themeparkmeetsthediverseleisureandentertainmentneedsoftourists.Thewaterpark projects,whichcombinesummercoolingandhydrophilicentertainment,havesprungupin recentyears.Establishedin2011,TaishanYalongBayWaterParkisathird-generationtheme parklocatedinTaishanDistrict,Tai’anCity,ShandongProvince.Atthebeginningofthe project,itbroughtvisitorsanextraordinarysummerexperience.Withthepassageoftime, morethantenwaterparkprojectshavebeenbuiltwithin150kilometers,whichgivestourists morechoices,butalsomakesthetouristsourcecompetitionmoreandmorefierce. Throughliteratureresearch,questionnaires,interviews,comparativeanalysisandother researchmethods,thispaperanalyzedtheoperatingenvironment,developmentprocess, word-of-mouthevaluation,thecompositionoftouristsourcesandtouristcharacteristicsof TaishanYalongBayWaterPark,andfoundtheadvantagesofabundantandlightassets operationandalsotheproblemsofimperfectcorporatestructure,non-continuityofoperating policiesandagingequipment.ThispaperadoptsPESTanalysismethod,3Cstrategictriangle modelandSWOTanalysismethodtoanalyzeitsbusinessenvironmentandinternalconditions. Basedontheanalysisresults,itissuggestedtoapplycontractionstrategyanddifferentiation strategy.Fromtheperspectivesofhumanresources,marketingmeans,games,pricesandother dimensionstoshrink&stabilize,andtoenhancethedifferentiationofservicesandproducts. Throughservicetrainingandperformanceappraisal,employees'serviceawarenesswillbe improved.Andthesatisfactionoftouristswillbeimprovedbyadjustingandsettingupnew gamesandincreasingcateringtypes.Byimprovingthecompany'sgovernancestructure, reducingticketpricesappropriately,trainingandintroducingmarketingprofessionals,and strengtheninghumanresourcesadvantages,themarketingtargetof200,000touristswill eventuallybeachieved,anditwillalsomakethewaterparkbecomeamust-visitplacefor localleisureandheatdissipation. Keywords:Waterpark,Operationstrategy,SWOTanalysis Thesis:Monographicresearch 目录 I 目录 1绪 论.........................................................................................................................................1 1.1研究背景与研 究意义......................................................................................................1 1.2国内外相关研 究..............................................................................................................1 1.2.1国外研究现 状...........................................................................................................1 1.2.2国内研究现 状...........................................................................................................2 1.3研究方案与框 架..............................................................................................................3 1.3.1研究方 案...................................................................................................................3 1.3.2研究方法与框 架.......................................................................................................4 2基本概念和理论综 述..............................................................................................................6 2.1战略及企业经营战 略......................................................................................................6 2.2战略分析工具和方 法......................................................................................................7 2.2.1PEST分析 法..............................................................................................................7 2.2.2波特五力模 型...........................................................................................................8 2.2.33C战略三角模 型.......................................................................................................8 2.2.4SWOT分析 法............................................................................................................9 3泰山亚龙湾水上乐园宏观经营环境分 析...........................................................................10 3.1泰山亚龙湾水上乐园简 介............................................................................................10 3.2PEST分 析.......................................................................................................................11 3.2.1政治法律环 境.........................................................................................................11 3.2.2经济环 境.................................................................................................................13 3.2.3社会环 境.................................................................................................................15 3.2.4技术环 境.................................................................................................................16 4基于3C战略三角的泰山亚龙湾水上乐园微观 经营环境分析........................................19 4.1公司分 析.........................................................................................................................19 4.1.1娱乐项目介 绍..........................................................................................................19 4.1.2人力资源分 析..........................................................................................................21 4.1.3运营分 析.................................................................................................................22 4.1.4价格分 析.................................................................................................................23 4.1.5渠道分 析.................................................................................................................24 4.1.6促销分 析.................................................................................................................25 4.2顾客分 析........................................................................................................................25 目录 II 4.2.1客源地分 析..................................................................................