【正文】 I / 51工商管理碩士論文天宇 xx旅游公司戰(zhàn)略管理研究A study on Strategy management of tianyu travelling pany學(xué)生姓名：xxx 李群學(xué) 號：G080425010085指導(dǎo)教師：xxx 唐述毅 老師2022 年 10 月Comment [Tang1]: I / 51謝 辭II / 51版權(quán)和參考資料的引用聲明Copyright and Declaration of Original Authorship____________________________________________________________________天宇 xx 旅游公司戰(zhàn)略管理研究 (A study on Strategy management of tianyu travelling pany)本人特此聲明，此論文全為本人親自撰寫，並對所寫的內(nèi)容負責(zé)。論文中並沒載有侵犯版權(quán)的資料。所有在論文中被直接套用或引述的資料來源和研究工具，如問卷等，均已按照《澳門城市大學(xué)工商管理碩士論文寫作與答辯指引》 ，正確完整地詳細注明。論文的內(nèi)容並未有呈交本大學(xué)或其它大學(xué)作為獲取學(xué)位之用。本人同意將論文擺放在圖書館作參考，並同意作為校內(nèi)教學(xué)及研究用途，但在引述時必須作出適當(dāng)?shù)淖⒚?。I confirm that the material contained within this thesis is all my own work. Where the work of others has been drawn upon， it has been properly acknowledged and referenced according to the rules set by the Research and Oral Examination Guideline for MBA Thesis， City University of Macau No material in this thesis has previously been submitted and approved for the award of a degree by this or any other university. I agree that this thesis can be available for reference in library as well as internal teaching and researching use on the understanding that it is copyright material and that no quotation from this thesis may be cited without proper acknowledgement.學(xué)生姓名 Name of Student: 學(xué)生簽名 Signed: ( )遞交日期 Date of Submission:__________________________III / 51中文摘要隨著市場經(jīng)濟的發(fā)展和競爭日益激烈化，我國中國民營企業(yè)的生存與發(fā)展壓力持續(xù)增加。尤其是我國中國大量的民營企業(yè)長期以來堅持采用家長式的管理模式，過于看重短期市場行為以及短期利益，而忽視自身發(fā)展戰(zhàn)略的構(gòu)建。這無疑是不利于民營企業(yè)的可持續(xù)發(fā)展的。文章以民營企業(yè)性質(zhì)的天宇 xx 旅游公司作為研究對象，首先對戰(zhàn)略管理的基本理論問題進行了探討，分析了戰(zhàn)略管理研究的基本方法，從而為全文的研究奠定了理論基礎(chǔ)；隨后，文章運用調(diào)查法以天宇 xx 旅游公司的實際經(jīng)營狀況作為依據(jù)，對其發(fā)展的宏觀環(huán)境以及行業(yè)的競爭態(tài)勢進行了分析，并且對天宇 xx 旅游公司的內(nèi)部環(huán)境包括其發(fā)展歷程、現(xiàn)有的資源以及經(jīng)營狀況進行了分析，并且利用評價矩陣進行了內(nèi)部因素的評價；最后，基于上述的研究，文章運用 SWOT 分析方法，對天宇 xx 旅游公司的戰(zhàn)略選擇進行了探討，并且基于此確定了天宇 xx 旅游公司的使命以及戰(zhàn)略目標，確定了發(fā)展戰(zhàn)略的具體實施方案。希望本文的研究能夠?qū)ξ覀兏玫牧私饷駹I企業(yè)戰(zhàn)略管理的一些基本模式，同時科學(xué)的為民營企業(yè)制定發(fā)展戰(zhàn)略起到一定的參考和借鑒。關(guān)鍵字：民營企業(yè)、戰(zhàn)略管理、管理模式IV / 51AbstractPrivate enterprises practiced as an important ponent of the economy in our society, as China39。s socialist market economic system gradually establish and perfect, private panies have even bee China39。s social and economic development of the main power source. However, it is precisely in this process, the number of China39。s private enterprises began to increase petition within the various industries are also increasingly fierce oriented, private enterprise survival and development pressures continue to increase. In particular, a large number of private enterprises in our country a long stick with a paternalistic management style, relatively shortsighted eyes, too much emphasis on shortterm market behavior and the shortterm benefits, while ignoring the construction of their own development strategies. This is certainly not conducive to the sustainable development of private enterprises.Articles with Sky Travel Company as empirical research object, first the basic theory of strategic management issues were discussed, analyzed the basic methods of strategic management research, so as to study the full text of a theoretical foundation。 Subsequently, articles using survey method to Sky Travel the pany39。s actual operating conditions as a basis for its development of the macro environment and the industry39。s petitive situation is analyzed, and on Sky travel Company39。s internal environment, including its development process, the existing resources and operating conditions are analyzed, and the use of evaluation matrix conducted an internal evaluation factors。 Finally, based on the above research, the article using the SWOT analysis method, the strategic choice of Sky travel Company were discussed, and based on this determines Sky travel39。s mission and strategic objectives, identify development strategies the specific embodiments. I hope this study can be private for us to better understand some of the basic strategic management mode, and scientific development strategies of private enterprises play a reference and learn.Keywords: Private enterprises,Strategic management,Strategic objectivesV / 51目 錄謝 辭 ...........................................................................................................................I中文摘要 ....................................................................................................................IIIABSTRACT...............................................................................................................IV圖 目 錄 ...................................................................................................................VII表 目 錄 .................................................................................................................VIII第一章 緒論 ..............................................................................................................9 問 題 背 景 ...........................................................................................................9 研 究 的 目 的 和 意 義 .........................................................................................10 研究的目的 ...............................................................................................10 研究的意義 ...............................................................................................10 待 答 問 題 .........................................................................................................11 研 究 範 圍 與 限 制 .............................................................................................11第二章 文獻評論 ....................................................................................................13 國 外 研 究 現(xiàn) 狀 ...................................................................................................13 國 內(nèi) 研 究 現(xiàn) 狀 ...................................................................................................14 關(guān)于戰(zhàn)略的界定與戰(zhàn)略管理的基本原理 ................................................14 關(guān)于