基于“蓝海”的新兴景区发展战略研究——以香格里拉蓝月山谷景区为例  

Study on the Development Strategy of New Scenic Spot Based on the "Blue Ocean" Theory——take the Blue Moon Valley scenic spot in Shangri-La as an example

作　　者：黄亮[1] 王宝平[1] 

机构地区：[1]华东师范大学城市与区域经济系,上海20062

出　　处：《旅游论坛》2010年第5期535-538,共4页Tourism Forum

摘　　要：中国新兴景区的发展不容乐观。作为企业发展战略分析的工具,以价值创新为特征的蓝海战略对于新兴景区发展路径的选择同样具有重要的意义。首先对蓝海战略的核心理念进行归纳,在此基础上,以香格里拉蓝月山谷景区为例,运用蓝海战略,重新分析并界定了蓝月山谷的市场边界,并提出全新的景区发展战略。In China,the development of new scenic spots is not so good.As a tool for strategic analysis of enterprise＇s development,the Blue Ocean Strategy,characterized by the value innovation,is of great importance to the choice of development strategies for new scenic spots.This paper first summarized the core concept of the Blue Ocean Strategy.After that,taking Blue Moon Valley as an example,it used Blue Ocean Strategy to analyze and re-define the market border of Blue Moon Valley and proposed a new development strategy.

关 键 词：蓝海战略 价值创新 市场边界 蓝月山谷 

分 类 号：F592.7[经济管理—旅游管理]