中文摘要
随着国内社会的不断发展和经济水平的提高，我国居民收入迅猛发展，旅游市场
急剧扩大。2010-2019年，国内旅游市场呈现快速增长，2019年国内旅游人数高达
60.06亿人次。伴随着旅游市场的发展，旅游企业间的竞争也越来越激烈。2020年全
球新冠疫情爆发，中国进入后疫情时代。中国旅游欧亿·体育（中国）有限公司蓬勃发展的同时，也存在发展
不平衡不充分的问题，内蒙古作为旅游资源大区近年来快速发展，仍然存在文旅融合
不足、供给体系不完善等问题。旅游欧亿·体育（中国）有限公司急剧发展和全球疫情带来了更多的危机和机
会，在这样的大环境中旅游企业必须重新进行企业的发展战略规划。
W旅游公司是内蒙古西部一家集旅游、文化、文艺、体育、会展、文创、影视、
餐饮、酒店管理、房屋租赁、物业管理、精品农业等于一体的文化旅游产业发展公
司，通过以W旅游公司为研究主体，运用PEST工具和五力模型对其外在环境和内在
环境进行分析，运用EFE、IFE工具分析企业面临机会、威胁、优势、劣势的反映程
度，运用SWOT战略分析工具对W旅游公司优势、劣势、机会、挑战进行了全面的梳
理，制定符合西北旅游市场的W旅游公司的发展战略，根据分析得出，W旅游公司应
当制定增长型战略，快速掌握新时代消费群体需求，提升企业核心竞争力，占有新兴
旅游市场，以确保企业能够在西北地区获得优势地位，具体来说，在制度建设上应提
升公司管理水平、优化绩效考核、招聘引用文旅专业人才，进而以优秀年轻人才团队
为核心，开发具有独特优势的文旅活动、纪念品业务，在旅游项目开发上，提升旅游
项目服务水平，运用新技术手段创新项目，总体提升旅游项目体验。在营销模式上，
拓宽营销渠道，加强文旅融合，打造优质IP。在投资未建成的旅游项目上，采取盘
活、收缩等措施。战略保障方面，通过完善调整组织结构、加强制度建设和标准化建
设、建立完善的人力资源管理体系的方式确保企业发展战略的层层实施。后疫情时代
的来临对旅游企业的发展是危中有机，应当尽快妥当的制定新的发展战略。发展战略
具有长远性和全局性，能够系统的解决企业的发展问题，更好地适应时代和环境的变
化，通过整合内部资源来实现企业的不断发展。因此，通过对W旅游公司的发展战略
研究，可以为内蒙古西部旅游企业乃至西北旅游企业提供战略管理上面的一些参考价
值，为居民旅游提供更多选择，实现国内旅游欧亿·体育（中国）有限公司均衡和可持续的发展。
总体来看，我国旅游欧亿·体育（中国）有限公司长期将保持增长，同时受疫情影响市场呈现反复波动，
使得很多旅游企业短期内都受到了较大影响，只有调整自身战略定位和战略规划，及
时适应时代发展，才能从危机之中获得重生。
关键词：旅游公司；战略规划；SWOT分析；企业战略管理

ABSTRACT
With the continuous development of the domestic society and the
improvement of the economic level, the income of our residents has
developed rapidly, and the tourism market has expanded rapidly. From 2010
to 2019, the domestic tourism market showed rapid growth, and the number
of domestic tourists in 2019 reached 6.006 billion. With the development of
the tourism market, the competition among tourism enterprises is becoming
more and more intense. In 2020, the global new crown epidemic broke out,
and China entered the post-epidemic era. While China's tourism industry is
booming, there are also problems of unbalanced and insufficient development.
As a large area of tourism resources, Inner Mongolia has developed rapidly in
recent years, but there are still problems such as insufficient cultural and
tourism integration and imperfect supply system. The rapid development of
the tourism industry and the global epidemic have brought more crises and
opportunities. In such a large environment, tourism companies must re-plan
their development strategies.
W Tourism Company is a cultural tourism industry development
company in western Inner Mongolia that integrates tourism, culture, literature
and art, sports, exhibition, cultural and creative, film and television, catering,
hotel management, house leasing, property management, and boutique

agriculture. As the main body of the research, use PEST tools and five forces
model to analyze its external environment and internal environment, use EFE
and IFE tools to analyze the degree of reflection of opportunities, threats,
advantages and disadvantages faced by enterprises, and use SWOT strategy
analysis tools to analyze the W tourism company. The advantages,
disadvantages, opportunities and challenges have been comprehensively
sorted out, and the development strategy of W tourism company that is in line
with the northwest tourism market is formulated. According to the analysis, W
tourism company should formulate a growth strategy, quickly grasp the needs
of consumer groups in the new era, and improve the enterprise. Core
competitiveness, occupy the emerging tourism market, to ensure that
enterprises can gain an advantageous position in the northwest region.
Specifically, in terms of system construction, the company's management
level should be improved, performance appraisal should be optimized, and
cultural and tourism professionals should be recruited and cited, and then
outstanding young talents should be promoted. With the team as the core, it
develops cultural tourism activities and souvenir businesses with unique
advantages. In the development of tourism projects, it improves the service
level of tourism projects, uses new technologies to innovate projects, and
generally improves the experience of tourism projects. In terms of marketing
mode, expand marketing channels, strengthen the integration of culture and
tourism, and create high-quality IP. In investing in unfinished tourism projects,
。。。以下略