| As a branch of management, strategic management mainly studies organization making and carrying out scientific developing plan, so as to establish and maintain competitive advantage. In western countries, it has been adopted extensively by enterprise. In China, most enterprises still stay on the exploring phase about the theories and methods of strategic management.After stepping into 21st century, the growth of tourism has become the fastest one among the third industry. As the important composition of national economy, tourism has been established as backbone industry by many provinces and cities. Scenic spots is the key element of tourism and the attractive center of tourist consumption. With the quick development of tourism, it will play more and more important role and become the main increase point of tourism in new era. Nowadays the construction of the Chinese scenic spot is at the crucial moment, facing a severe test. Owing to the management system and marketing idea do not accord with the development of market economy, some scenic spot still follows regulatory regime of planned economy. But in fact, the Chinese tourism is changing from plan track into market track, from single market to diverse market, from the seller' s market to buyer' s market. The traditional structure, management and service of scenic spot is facing full—scale challenge today. Therefore, the urgent need for scenic spot is to draw lessons from advanced tourism experience and establish scientific system of strategy management.This thesis mainly researches on strategic management of Chengdu Dufu's thatched cottage museum. Based on full investigation of the development of the Chinese tourism, the cultural relic attractions and Dufu's thatched cottage museum, it starts from the analysis of outside environment and inner factors of the museum, then to work out areasonable and sound knowledge of the advantage and disadvantage, to examine the development opportunity and challenge of the museum. Some suggestions are proposed to formulate a valid strategic management scheme in conformity with the development of tourism and characteristic of the museum. With the guidance of the strategy, Dufu's thatched cottage museum could avoid business risks, make better use of market opportunities and develop its strong points fully, so that the competitive superiority will be established in intensive tourism market competition.There are three chapters in this thesis.The first chapter: the trade status of Dufu's thatched cottage museum. This chapter mainly introduces the development of the Chinese tourism, the cultural relic attractions and the museum itself. Through analysis on industrial characteristic and competitive situation of tourist market, it reveals the status of the museum on the cultural relic attractions market. The second chapter: the SWOT analysis of Dufu's thatched cottage museum. This chapter makes a thorough analysis on the outside environment and interior condition of the museum in order to get a clear understanding of the opportunity, threat, superiority and weakness of the museum.The third chapter: study on the developmental strategy of Dufu's thatched cottage museum. This is the core chapter in this thesis. In this chapter, the author attempts to establish the museum's development aim, task, policy and present strategy ways to reach the aim. In author's opinion, the biggest difficulty which the Chinese cultural relic attractions meets is not the lack of capital, and the weakness of facilities etc. but the question of management and marketing system. So it should make the management and marketing system accord with the require of tourist market economy, which is the precondition of the deeper development of the cultural relic attractions. In this thesis, theauthor strives to present the developmental strategy for Dufu's thatched cottage museum in according to its own characteristic. On the other hand, it is part of the purposes to provide another train of conception for the development of the... |
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