摘要
目的探析中国乡村旅游经营者的竞争战略选择。方法运用文献分析法与现代企业竞争理论进行探讨。结果通过对乡村旅游业产业结构的分析,认为进入壁垒相对较低、替代品较少、客户(游客)价格谈判实力较弱、供应商价格谈判实力较强、同业竞争相对平和是乡村旅游产业主要特征,并决定了乡村旅游业利润率先上升后下降至合理水平并保持稳定的发展趋势。结论乡村旅游经营者应选择差异化战略与目标集聚战略为基本经营战略,彰显乡村旅游产品的独特性与服务差异化,而不应该选择与行业特性不匹配的成本领先战略。
Aim The purpose is to explore the competitive strategy choices of the rural tourism operators in China.Methods The literature analysis and theory of modern enterprise competition are used.Results It′s found that the chief feature of this industr is that the access barrier is relatively low,the substitute is few,the price negotiation strength of the customer（tourist） is weak while the price negotiation strength of supplier is strong,and the trade or craft competition is relatively gentle.The profit of rural tourism is first increased,then decreased to a reasonable level and maintains a stable development trend.Conclusion The rural tourism operators should choose diff erentiation strategy and object gathering strategy as the basic business strategy,highlighting the unique of tourism products in rural tourism and the service diff erentiation,but should not choose the cost leadership strategy which not match the characteristics of the rural tourism.
出处
《西北大学学报（自然科学版）》
CAS
CSCD
北大核心
2011年第1期153-157,共5页
Journal of Northwest University（Natural Science Edition）
基金
教育部人文社会科学基金资助项目(10YJAZH041)
陕西省自然科学基金资助项目(2009JM5006)
陕西省教育厅基金资助项目(09JK706)
关键词
乡村旅游
企业竞争
旅游业战略
rural tourism
enterprise competition
tourism strategy
