中青旅拓展海外市场的可行性分析.doc

摘要:自2010年上海世博会举办以来，中国旅游业的发展速度大幅提高，但同时我国的旅游业也进入了一个更为激烈的国际竞争环境。

　　　本文首先从研究中青旅拓展海外市场的必要性出发，论述了当代旅游企业拓展海外市场的趋势、国内旅游业的发展地位及拓展海外市场为中青旅的发展带来的利益。其次探讨了中青旅拓展海外市场的可能性。其中为了使论证具有合理性，在描述了中青旅发展的内部环境及外部环境的基础上运用了SWOT分析方法。再次，本文讨论了中青旅进入海外市场的可行性，详细阐述了其应具备的条件、应采取的战略思想以及中青旅的应对状况。最后，以中青旅的古北水镇项目作为案例来论证中青旅拓展海外市场可行性。本文的创新之处在于理论分析与案例分析相结合，综合运用SWOT分析、国际贸易指数等工具来论述中青旅的发展状况。文中提出的一些观点与建议可以作为指导工具为中青旅的实际发展提供借鉴。

关键词：中青旅  海外市场  可行性

Abstract：The tourism of China has entered into a more competitive global environment while the development of tourism of our country has surged a lot since the holding of the 2010 Shanghai World Expo.

　　　At first, this paper bases the starting point on the necessity of exploring overseas market of CYTS, illustrating the trend of exploring overseas market of tourism companies nowadays and the developing statue of domestic tourism and the interests that exploring the overseas market can bring to the CYTS. Then, the paper discusses the probability of exploring the overseas market of the CYTS. To make the discussion more reasonable, SWOT analysis is used after discussing the internal environment and external environment of the development of CYTS. Furthermore, the term paper discusses the feasibility of exploring the overseas market, illustrating in detail about the condition needed, strategic actions that should be taken and the preparation condition of the CYTS. At last, the paper uses the project of Town of Gubei Water as the case to demonstrate the feasibility of the CYTS to explore the overseas market. The innovative point of this paper lies in the combination of theoretical analysis and case-based analysis and demonstrates the developing condition of CYTS by using SWOT analysis and international trade index. Some ideas and suggestions given by the paper can be used as directive tools to offer reference for the CYTS.

Key Words:  CYTS  overseas market  feasibility