XX温泉酒店雅区项目开发方案 毕业论文.doc

工商管理硕士(MBA)学位论文 题 目 温泉酒店雅区项目开发方案 作 者 ×× 完成日期 2007年 10 月 23 日 培养单位 xxx工商管理学院 指导教师 ××× 研究方向 新创业务与项目管理 授予学位日期 年 月 日  xxx温泉酒店雅区项目开发方案 摘 要 xxx温泉酒店雅区项目，是四川xxx旅游有限公司拟在雅安市周公山温泉公园内开发的旅游度假项目。该项目的开发方案按照商业项目策划书编写要求，从实战的角度出发，运用项目策划与评估的基本原理和方法，对xxx温泉酒店的雅区项目进行了规划设计与经济评估。 该方案从介绍企业的发展战略和经营现状入手，仔细分析了国内旅游客源市场发展趋势、雅安市旅游发展环境、周公山风景区自然优势、周边竞争对手及消费者的情况，结合企业本身拥有的内外资源，提炼出以休闲养生为核心的项目市场定位。在此基础上，我们更进一步提出“泡温泉不是洗澡而是一种养生文化”诠释“静泡养心，动泡养筋，禅泡养精，悟泡养神，心泡养生，身泡养命”的养生文化内涵 The Development Plan for The Elegant Area Project of Tianfu Hot Spring Hotel Abstract This development plan called the Elegant Area Project of Tianfu Hot Spring Hotel is a real one carried out by the Sichuan Tianfu tourism company at the Zhougongshan , Ya’an City. On the base of science and objectivity, the Development Plan for The Elegant Area Project of Tianfu Hot Spring Hotel is written according to the requirements of business project document.The paper aims to apply essential principles, measures and other corresponding theories and knowledge of project management to bring the recreation and tourist resources in the Zhougongshan Hot Spring garden into preliminary and effective conformity with a view of business practice. This plan first introduces the development strategy and operating condition of this enterprise , and then carefully analyses the development tendency of domestic traveling, the traveling development environment of Ya’an city, the natural superiority of Ya’an Zhougongshan hot spring garden , and the situation of the peripheral competitors and the hot spring consumers.Combining the inside resources with the outside resources of the enterprise itself, this plan identifies leisureful preserving health as the project positioning,which conforms to the new traveling mode of this generation .Furthermore we design the c