發(fā)布時間：2018-11-06 10:08

【摘要】：為促進(jìn)海南國際旅游島建設(shè),2011年3月24日,經(jīng)國務(wù)院批準(zhǔn),財政部發(fā)布《關(guān)于開展海南離島旅客免稅購物政策試點的公告》,自此,海南成為繼日本沖繩島、韓國濟(jì)州島和中國臺灣馬祖、金門之后,第四個實施離島免稅政策的區(qū)域。海南H免稅購物中心作為離島免稅政策實際經(jīng)營主體之一,得益于政策紅利,自身取得了長足發(fā)展,但在海南國際旅游島建設(shè)的大環(huán)境和國內(nèi)外嚴(yán)峻的經(jīng)濟(jì)形勢下,海南H免稅購物中心也面臨多重機(jī)遇和挑戰(zhàn)。如何經(jīng)營好企業(yè),制定與企業(yè)相匹配的發(fā)展戰(zhàn)略,從而構(gòu)建企業(yè)核心競爭力,是企業(yè)成長過程中必須時刻予以關(guān)注的重要課題。本文采用文獻(xiàn)分析法、實地調(diào)研法、訪談法等研究方法,綜合比較了境內(nèi)外離島免稅政策現(xiàn)狀,在深入分析海南H免稅購物中心發(fā)展現(xiàn)狀的基礎(chǔ)上,研究了企業(yè)外部環(huán)境中的機(jī)會、威脅和內(nèi)部的優(yōu)勢、劣勢,以及發(fā)展戰(zhàn)略等主要內(nèi)容。現(xiàn)階段海南H免稅購物中心免稅品銷售業(yè)績突出,拉動了海南旅游市場發(fā)展。從企業(yè)發(fā)展外部環(huán)境中看,國際旅游島建設(shè)的深入推進(jìn)使海南旅游市場進(jìn)入發(fā)展快車道,但也存在著國內(nèi)居民出境游持續(xù)增長、政策限制條件較多和競爭對手發(fā)展勢頭強(qiáng)勁等威脅。從企業(yè)內(nèi)部能力來看,企業(yè)擁有國企背景,可調(diào)動的資源廣泛,內(nèi)部優(yōu)勢明顯。雖然存在運(yùn)營管理粗放、市場營銷薄弱、旅客購物體驗差等問題,但通過補(bǔ)足短板,其自身優(yōu)勢可以進(jìn)一步擴(kuò)大。為形成核心競爭力,本文明確提出要以差異化戰(zhàn)略作為海南H免稅購物中心的發(fā)展戰(zhàn)略,闡述了差異化戰(zhàn)略的具體內(nèi)涵:商業(yè)模式差異化、營銷差異化和產(chǎn)品差異化,并擬定了戰(zhàn)略實施的一系列措施:汲取國內(nèi)外知名免稅行業(yè)經(jīng)營者先進(jìn)運(yùn)營管理和經(jīng)營理念;增加體驗型業(yè)態(tài),打造全方位購物體驗,創(chuàng)新體驗式購物中心商業(yè)模式;全面提高營銷水平,開展各類特色營銷活動;提高免稅品供應(yīng)效率,優(yōu)化商品結(jié)構(gòu),實施產(chǎn)品差異化供給;爭取離島免稅政策進(jìn)一步放寬;本文從宏觀布局、細(xì)節(jié)入手制定企業(yè)發(fā)展戰(zhàn)略,對海南H免稅購物中心下一步發(fā)展和其他免稅行業(yè)經(jīng)營者發(fā)展戰(zhàn)略制定具有指導(dǎo)意義。
[Abstract]:In order to promote the construction of Hainan International tourist Island, on March 24, 2011, with the approval of the State Council, the Ministry of Finance issued a notice on launching a pilot policy on duty-free shopping for tourists from Hainan Islands. Since then, Hainan has become the Japanese island of Okinawa. South Korea's Jeju Island and Taiwan's Matsu, Kinmen, after the implementation of the fourth outlying island tax-free area. As one of the actual operating subjects of the tax exemption policy on the outlying islands, Hainan H duty-free shopping center has made considerable progress thanks to the policy dividend. However, under the overall environment of the construction of Hainan International Tourism Island and the severe economic situation at home and abroad, Hainan H duty-free shopping center also faces many opportunities and challenges. How to manage the enterprise well, formulate the development strategy matching with the enterprise, so as to construct the core competence of the enterprise, is an important subject that must be paid attention to in the process of enterprise growth. In this paper, by means of literature analysis, field investigation, interview and other research methods, this paper comprehensively compares the present situation of tax exemption policy of offshore islands at home and abroad, and on the basis of in-depth analysis of the development situation of Hainan H duty-free shopping center, This paper studies the opportunities, threats and internal strengths, weaknesses, and development strategies in the external environment of an enterprise. At present, Hainan H duty-free shopping center sales performance is outstanding, driving the development of Hainan tourism market. From the perspective of the external environment of enterprise development, the in-depth promotion of the construction of the international tourism island has made the Hainan tourism market enter the fast track of development, but there is also a sustained growth of outbound tourism by domestic residents. The policy restriction condition is many and the competitor develops the momentum to be strong and so on the threat. From the point of view of internal capability, enterprises have state-owned enterprises background, can mobilize a wide range of resources, internal advantages. Although there are some problems, such as extensive operation management, weak marketing, poor shopping experience and so on, its own advantages can be further expanded by making up the short board. In order to form the core competitiveness, this paper clearly proposes that the differentiation strategy should be used as the development strategy of Hainan H tax exempt shopping center, and expounds the specific connotation of the differentiation strategy: the differentiation of business model, the differentiation of marketing and the differentiation of products. And has drawn up a series of measures for the implementation of the strategy: draw on the domestic and foreign well-known duty-free industry operators advanced operation management and business concepts; To increase the experience type, to create the omni-directional shopping experience, to innovate the experience shopping center business model, to improve the marketing level and to carry out all kinds of characteristic marketing activities; To improve the efficiency of duty-free goods supply, optimize the commodity structure, implement the differentiated supply of products, strive for further relaxation of the tax exemption policy for outlying islands; This paper starts with the macro layout and details to formulate the enterprise development strategy, which has guiding significance for the next development of Hainan H duty-free shopping center and the development strategy of other duty-free industry operators.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F721

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