| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-25页 |
| 1. Research Background,Objectives and Significance | 第18-21页 |
| 1.1 Research Background | 第18-20页 |
| 1.2 Research Objectives and Significance | 第20-21页 |
| 2. Research Method and Technology Roadmap | 第21-23页 |
| 2.1 Research Method | 第21-22页 |
| 2.2 Technology Roadmap | 第22-23页 |
| 3. Research Content | 第23-25页 |
| Chapter Ⅱ Literature Review | 第25-31页 |
| 1. The Strategy | 第25-26页 |
| 2. The Strategy of Tourism Enterprises | 第26-31页 |
| 2.1 The Overall Strategy of Tourism Enterprises | 第26-27页 |
| 2.2 The Market Strategy of Tourism Enterprises | 第27页 |
| 2.3 The Tourism Product Strategy of Tourism Enterprises | 第27-28页 |
| 2.4 The Brand Strategy of Tourism Enterprises | 第28-31页 |
| Chapter Ⅲ Case Description | 第31-45页 |
| 1. The Basic Profile of Z company | 第31-38页 |
| 1.1 Brief Introduction of Z company | 第31-32页 |
| 1.2 Brief Introduction of the Dong Ao Island Tourism Project | 第32-33页 |
| 1.3 Project Planning | 第33页 |
| 1.4 Construction Contents of the First Phase of the Project | 第33-35页 |
| 1.5 Project Features | 第35页 |
| 1.6 Management Model | 第35-37页 |
| 1.7 Product Development | 第37-38页 |
| 2. Problems of the Dong Ao Island Tourism Project | 第38-45页 |
| 2.1 Hugu costs in project development | 第39-40页 |
| 2.2 Tourism product structure is not optimized | 第40-42页 |
| 2.3 Project brand awarenes is not high | 第42-45页 |
| Chapter Ⅳ Case Analysis | 第45-75页 |
| 1. Analysis of the Macroscopic Environment | 第45-58页 |
| 1.1 Analysis of the Policy and Legislation Environment | 第45-51页 |
| 1.2 Analysis of the Economic Environment | 第51-55页 |
| 1.3 Analysis of the Cultural Environment | 第55-56页 |
| 1.4 Analysis of the Technological Innovation Environment | 第56-58页 |
| 2. Analysis of the Industrial Environment | 第58-69页 |
| 2.1 Analysis of the Entering Ability of Potential Competitors | 第59-60页 |
| 2.2 Analysis of the Substitutability of Alternatives | 第60-62页 |
| 2.3 Analysis of Supplier's Bargaining Power | 第62-64页 |
| 2.4 Analysis of the Bargaining Power of Buyers | 第64-66页 |
| 2.5 Analysis of the Competitiveness of Competitors | 第66-69页 |
| 3. Analysis of the Internal Environment | 第69-75页 |
| 3.1 Organization Structure | 第69-70页 |
| 3.2 Human Resources | 第70-73页 |
| 3.3 Funding Sources | 第73-75页 |
| Chapter Ⅴ Basic suggestions | 第75-92页 |
| 1. Strategic Objects | 第75-76页 |
| 1.1 Overall Objectives | 第75页 |
| 1.2 Medium-term Objects | 第75-76页 |
| 1.3 Short-term Objects | 第76页 |
| 2. Strategic Positioning | 第76-80页 |
| 2.1 Market Positioning | 第76-77页 |
| 2.2 Client Positioning | 第77-80页 |
| 3. Strategy Formulation | 第80-84页 |
| 3.1 Differentiation Strategy | 第81-82页 |
| 3.2 Diversification Strategy | 第82-83页 |
| 3.3 Brand Strategy | 第83-84页 |
| 4. Implementation Measures | 第84-92页 |
| 4.1 Improve the Financing Security System | 第84-85页 |
| 4.2 Enhance the Quality of Tourism Product | 第85-88页 |
| 4.3 Strengthen the workforce construction | 第88-89页 |
| 4.4 Cultivate corporate culture | 第89-92页 |
| Chapter Ⅵ Conclusion and Research Prospects | 第92-95页 |
| 1. Conclusion | 第92-93页 |
| 2. Research Prospects | 第93-95页 |
| REFERENCE | 第95-98页 |
