摘要
近些年来，我国野生动物园在野生动物保护、维护人与自然和谐
相处、丰富生态旅游等方面发挥了重要作用。但是，在发展过程中，
面临竞争压力大、投资风险大、专业人才缺乏、品牌效应低、动物引
进困难等诸多难题，特别是2020年疫情爆发后，面临前所未有的挑战，
如何在这样的环境中生存下来，取得利润增长，对于H野生动物园来
说是一个重大课题。
本文以 H野生动物园发展战略作为研究对象，旨在复杂多变的环
境下，研究适合 H野生动物园的发展战略。首先阐述了 H野生动物园
的基本情况，其次运用 PEST分析法、波特五力模型对其外部宏观环
境和欧亿·体育（中国）有限公司环境进行分析，结合 H野生动物园的内部环境分析，为 H野
生动物园发展战略的制定提供依据，然后基于 SWOT分析法研究了 H
野生动物园的优势及可利用的资源，同时揭露了自身劣势及面临的威
胁，从而探索 H野生动物园的发展战略。
在上述分析的基础上，本文先从业务层提出了差异化战略和集中
化战略，差异化战略旨在提高企业的辨识度，树立企业形象；集中化
战略分为市场集中和产品集中，旨在集中资源，提高产品销售额和市
场占有率。然后从公司层提出了多元化战略，多元化战略包括业务多
元和相关资源多元，利用动物的多样性和周边丰富的旅游资源提高 H
野生动物园的竞争力。最后，从组织、资金、人才、技术、品牌五个
方面提出了 H野生动物园发展战略的具体实施保障措施。
关键词：野生动物园，发展战略，SWOT分析，实施保障
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ABSTRACT
In recent years, our country’s wildlife parks have played an important
role in wildlife protection, maintaining harmony between man and nature,
and enriching eco-tourism. However, in the development process, we are
faced with many problems such as high competitive pressure, high
investment risk, lack of professional talents, low brand effect, difficulty in
introducing animals, etc., especially after the outbreak of the epidemic in
2020, we are facing unprecedented challenges. How to survive in such an
environment Survival and profit growth are a major issue for H Safari
Park.
This article takes the development strategy of H wildlife park as the
research object, aiming to study the development strategy suitable for H
wildlife park in a complex and changeable environment. First, it explains
the basic situation of H wildlife park, and then uses the PEST analysis
method and Porter’s five forces model to analyze its external macro
environment and industrial environment, combined with H wildlife park’s
internal environment analysis, to provide for the formulation of H wildlife
park development strategy Based on the basis, then based on the SWOT
analysis method to study the advantages and available resources of H
wildlife park, and at the same time expose its own disadvantages and
threats, so as to explore the development strategy of H wildlife park.
On the basis of the above analysis, this article first proposes a
differentiation strategy and a centralization strategy from the business
level. The differentiation strategy aims to improve the recognition of the
enterprise and establish the corporate image; the concentration strategy is
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divided into market concentration and product concentration. Concentrate
resources to increase product sales and market share. Then, a
diversification strategy was proposed from the company level. The
diversification strategy includes diversified business and diversified
related resources, using the diversity of animals and the abundant tourism
resources around to improve the competitiveness of H wildlife park.
Finally, the specific implementation safeguard measures for the
development strategy of H wildlife park are proposed from five aspects:
organization, capital, talents, technology, and brand.
Keywords: wildlife park, development strategy, SWOT analysis,
implementation guarantee
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