经济学专业毕业论文--乌镇旅游业发展的SWOT分析及策略研究.docVIP

摘 要 随着经济的不断发展，产业结构的不断调整，旅游业已成为许多国家或地区的重要经济产业部门乃至经济支柱产业。 乌镇是江南古镇，其旅游业也是江南水乡式的。乌镇旅游业发展至今，其规模不断扩大，带动了当地的国民经济，促进了产业结构的优化和区域的对外开放。乌镇旅游业具有优势的区位、便利的交通、水乡的特色和悠久的历史文化，其合理的规划布局、针对性的宣传策略和广阔的市场也是它的发展优势；但是旅游路线短、旅游资源开发不经济、旅游保护的低参度阻碍了乌镇旅游业的进一步发展。政府的大力支持、国内市场的进一步发展以及国际市场的不断扩大将成为乌镇旅游业发展的机遇；与此同时，乌镇旅游业也面临着原生态环境维持压力大、旅游业区域竞争激烈的挑战。面对这种情况，乌镇旅游业必须通过进行可持续开发经营、加强基础设施建设、开发旅游产品、实施人才战略和加强旅游服务等手段策略以促进其进一步发展。 关键词： ABSTRACT As the economy continues to develop, constantly adjusting the industrial structure, tourism has become important in many countries the economic sectors as well as the economic pillar industries. Wuzhen is a southern town, the tourism industry is also the Jiangnan style. Wuzhen Tourism Development since expanded its scale to drive the local economy, promote the optimization of industrial structure and regional opening-up. Wuzhen Tourism has advantages of location, convenient transportation, the characteristics of rivers and lakes and a long history and culture, its reasonable layout, targeted publicity strategy and a broad market advantage is its development; but tourism short routes, tourism resource development is not economic, tourism, protection of the low participation level Wuzhen hindered the further development of the tourism industry. Strong government support, further development of the domestic market and international market continues to expand will be Wuzhen Tourism Development; At the same time, Wuzhen Tourism also faces pressure to maintain the original ecological environment, tourism, regional competitive challenge. Faced with this situation, Wuzhen sustainable tourism development and management must be to strengthen infrastructure construction, development of tourism products, the implementation of talent strategies and means of strengthening the tourism strategy to promote its further development. Key words: Wuzhen, Tourism, SWOT analysis, strategy 目 录 I ABSTRACT II 引 言 1 一、乌镇旅游业的发展现状 2 （一）发展历程 2 （二）发展现状 3 二、乌镇旅游业发展的SWOT分析 4 （一）SWOT分析方法 5 （二）SWOT四要素分析 6 （三）