导　　师： 李卫宁

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 在经济全球化的背景下，我国旅游业的发展突飞猛进，旅游景区成为了投资的热点，四川作为旅游大省，政府鼓励开发生态景区，而拥有非常丰富自然生态旅游资源的四川省乾宁县也越来越受到人们的关注。新加坡XX旅游投资开发公司拟按亚丁景区开发经营模式与乾宁县政府共同开发乾宁县雅拉香波景区。 本项目商业计划书正是在这一背景下进行的。本人通过参与雅拉香波景区开发项目可行性分析论证小组，利用所学的工商企业管理相关理论，对乾宁县旅游发展现状及雅拉香波景区开发项目进行了详细、充分的调研、分析，提出了打造川西重要的自然生态和专项旅游目的地的战略规划。 文章分六部分，从国内外研究现状、论文的实用价值出发，介绍了选题的背景和意义；从乾宁县目前旅游发展的情况、旅游资源分布及特点、项目的内外部环境、市场需求、主要竞争对手状况等对整个项目进行了战略分析；从项目的特点、市场细分、从项目的特点、市场细分、目标市场的确定、目标市场的顾客需求分析提出了项目定位及开发项目规划方案，并制定出相应的营销方案。并从财务角度分析该项目的经济效益，对项目开发总投入的估算、销售收入和赢利能力等角度进行了大量的财务分析，同时提出了可能发生的风险，给出了风险回避的措施。最后，对整个项目进行综合评价，得出本项目投资具有可行性的结论。 Under the background of economic globalization, China’s tourism industry has beendeveloped rapidly, and tourist scenic spots become the hot point of investment. The QianningCountry of Sichuan province has gradually caught more and more attention because of hisrich natural ecological tourist resources. Singapore XXX Traveling Development LimitedCompany planned to cooperate with the Qianning Country government to develop the ZharaScenic Spot in the developing and operating model of Yading. Leaning on the macro background, the researches of this project are finished.Throughout of the attendance of the feasibility analysis porving group of Zhara Scenic Spottrvaeling project, taking advantage of the related theories of business/&enterprisesadministration, the author, after investing and analyzing the current status of Qianning country/&Zhara Scenic Spot, makes a proper strategic aim for the localization of making animportant natural ecology and special interest tourism destination of western Sichuan. The business plan is divided into six parts. At first from the situation at home and abroad,put forward the thesis of practical value, on the background and significance of the topic. Andthen from the current development of Qianning and the tourism resources in features showsthat the project's background, the structure and business model. From the externalenvironment, the market demand, industry structure, key competitors, etc., combining SWOTanalysis, analysised the entire project for a business opportunity. And then identify the targetmarket, the target market of the customers, and the marketing plan. This plan provides cashprojections, income statement, risk evaluation and exit plan. Finally, with all the data andanalysis, this plan comes to a conclusion that this is a profitable project.

关 键 词： 乾宁县 雅拉香波 开发 商业计划书

分 类 号： [F592.7 F722]

领　　域： [经济管理] [经济管理] [经济管理]