鄱阳湖国家湿地公园发展战略研究

1 绪论 (1)

1.1 研究背景和意义 (1)

1.1.1 研究背景 (1)

1.1.2 研究意义 (1)

1.2 研究内容和思路 (2)

1.2.1 研究内容 (2)

1.2.2 研究思路 (2)

1.3 研究方法和不足 (3)

1.3.1 研究方法 (3)

1.3.2 研究不足 (3)

2 景区发展理论与实践的综述 (5)

2.1 景区发展战略理论研究综述 (5)

2.1.1 景区的概念和特征 (5)

2.1.2 景区发展战略的概念及内涵 (5)

2.2 国外景区发展模式理论与实践 (6)

2.2.1 美国景区发展模式分析 (6)

2.2.2 德国景区发展模式分析 (7)

2.2.3 日本景区发展模式分析 (7)

2.3 国内景区发展模式理论与实践 (7)

2.3.1 黄山景区发展模式分析 (7)

2.3.2 婺源景区发展模式分析 (8)

2.3.3 曲阜旅游新城发展模式 (9)

2.4 国内外景区发展思路的启示 (9)

3 鄱阳湖国家湿地公园发展和经营现状分析 (10)

3.1 鄱阳湖国家湿地公园发展现状 (10)

3.1.1 鄱阳湖国家湿地公园基本情况 (10)

3.1.2 鄱阳湖国家湿地公园资源情况 (10)

3.1.3 鄱阳湖国家湿地公园建设情况 (10)

3.1.4 鄱阳湖国家湿地公园管理情况 (11)

3.1.5 鄱阳湖国家湿地公园的发展思路 (11)

3.2 鄱阳湖国家湿地公园经营现状 (11)

3.2.1 游客数量 (12)

3.2.2 游客来源 (12)

3.2.3 游客结构 (13)

3.2.4 游客滞留时间 (13)

3.3 鄱阳湖国家湿地公园发展的内部环境 (13)

3.3.1 鄱阳湖国家湿地公园自身优势分析 (13)

3.3.2 游客旅游取向的问卷调查分析 (14)

4 鄱阳湖国家湿地公园发展环境分析 (18)

4.1 鄱阳湖国家湿地公园发展的外部环境 (18)

4.1.1 鄱阳湖国家湿地公园发展所面临的机遇 (18)

4.1.2 鄱阳湖国家湿地公园发展所面临的威胁 (19)

4.2鄱阳湖国家湿地公园SWOT分析 (19)

5鄱阳湖国家湿地公园发展战略选择 (21)

5.1 鄱阳湖国家湿地公园发展指导思想 (21)

5.2 鄱阳湖国家湿地公园发展战略原则 (21)

5.3 鄱阳湖国家湿地公园发展战略目标 (21)

5.3.1 总体目标 (21)

5.3.2 目标分解 (21)

5.4 鄱阳湖国家湿地公园发展战略重点 (22)

5.4.1 品牌化战略——品牌形象塑造工程 (22)

5.4.2 产业化战略——产品转型升级工程 (22)

5.4.3 市场化战略——科学管理提升工程 (23)

6 鄱阳湖国家湿地公园发展策略及保障体系 (24)

6.1 鄱阳湖国家湿地公园发展战略实施策略 (24)

6.1.1 品牌化战略策略 (24)

6.1.2 产业化战略的策略 (25)

6.1.3 市场化战略的策略 (26)

6.2 鄱阳湖国家湿地公园发展战略保障体系 (28)

6.2.1 建立领导协调机制 (28)

6.2.2 创新景区机制体制 (28)

6.2.3 加大景区资金投入 (28)

6.2.4 完善景区配套政策 (29)

7 结论与展望 (30)

参考文献 (31)

附录 (33)

致谢 (35)

Contents

1 Introduction (1)

1.1 research background and meaning (1)

1.1.1 background (1)

1 1.1.2 research significance (1)

1.2 the research content and ideas (2)

1.2.1 the research content (2)

1.2.2 research idea (2)

1.3 the research method and backwards (3)

1.3.1 Three research methods in (3)

1.3.2 study backwards (3)

2 The statement of scenic area development theory and practice (5)

2.1 the research of scenic area development strategy theory (5)

2.1.1 Concept and characteristics of the scenic spot (5)

2.1.2The concept and connotation of scenic area development strategy (5)

2.2The pattern of foreign scenic area development theory and practice (6)

2.2.1 The analysis of scenic area development pattern (6)

2.2.2 The analysis of Germany scenic area development pattern (7)

2.2.3 The analysis of Japanese scenic area development pattern (7)

2.3 The pattern of domestic scenic area development theory and practice (7)

2.4 Revelation of scenic area development at home and abroad (8)

3 The analysis of Poyang lake national wetland park development and the management present situation (10)

3.1 Current situation of the development of poyang lake national wetland park 10

3.1.1 Poyang lake national wetland park basic situation (10)

3.1.2 Poyang lake national wetland park’s resources (10)

3.1.3 Poyang lake national wetland park’s construction (10)

3.1.4 Poyang lake national wetland park’s management (11)

3.1.5 poyang lake national wetland park’s development (11)

3.2 Poyang lake national wetland park management status (11)

3.2.1 Tourists quantity (12)

3.2.2 11 Tourists source (12)

3.2.3 Tourists structure (13)

3.2.4 Tourists stranded time (13)

3.3 Internal environment for the development of Poyang lake national wetland park ·13

3.3.1 The analysis of Poyang lake national wetland park’s advantage (13)

3.3.2 The analysis of Poyang lake national wetland park disadvantage (14)

4 The analysis of Poyang lake national wetland park development environment 18

4.1 The development of the Poyang lake national wetland park’s external

environment (18)

4.1.1The opportunities faced by Poyang lake national wetland park (18)

4.1.2 The threat of Poyang lake national wetland park faced (19)

4.2 SWOT analysis of the development of the poyang lake national wetland park (19)

5 The choice of Poyang lake national wetland park development strategic (21)

5.1 The guiding ideology of Poyang lake national wetland park development (21)

5.2 The principle 18 Poyang lake national wetland park development strategy ·21

5.3 Poyang lake national wetland park development strategy target (21)

5.3.1 General goal (21)

5.3.2 The decomposition of goals (21)

5.4 The main focus of Poyang lake national wetland park development strategy 22

5.4.1 the brand strategy, brand image-building engineering (22)

5.4.2 industrialization strategy, transformation and upgrading of product

engineering (22)

5.4.3 market-oriented strategy, scientific management improvement (23)

6 Poyang lake national wetland park development strategy and system (24)

6.1 Poyang lake national wetland park development and implementation strategy24

6.1.1 the brand strategy (24)

6.1.2 industrialization strategy (25)

6.1.3 market-oriented strategy (26)

6.2 security system Poyang lake national wetland park development strategy (28)

6.2.1 Leadership coordination mechanism (28)

6.2.2 Innovation scenic mechanism and system (28)

6.2.3 Lager investment of the scenic spot (28)

6.2.4 Improve supporting policies for the scenic spot (29)

7 The conclusion and prospect (30)

Reference (31)

Appendix (33)

Thanks (35)

摘要

鄱阳湖国家湿地公园景区经过几年的快速发展，目前正值转型升级的关键时期，面临产品不丰、体制不顺、品牌不举等诸多困难和问题。本文结合鄱阳湖国家湿地公园景区实际，立足当前国际国内旅游产业发展方向，根据现代旅游业发展的内在规律，从实现景区战略方向和目标入手，突出“产品”和“市场”两大元素，采取多元战略发展模式，研究转型时期的鄱阳湖国家湿地公园道路选择，围绕景区战略定位，突出政府主导、市场主体、平台创新、资本重组等主方向，从产品建设、品牌推广、股份改造、政策扶持等方面入手，落实景区产业化、品牌化、市场化发展战略举措，为鄱阳湖国家湿地公园转型时期道路选择提供策略支持，形成政府主导、市场主体的泛地产大盘运作策略，产品聚集发展、成链发展、融合发展的平台创新策略，高举中打、内胜外王的强势品牌营销策略和市场主体的股份制合作策略等景区发展战略实施新体系。

关键词:强势品牌；创新平台；大盘运作；股份改造