摘要异质性开发是多数旅游企业在发展过程中的必须过程，对旅游企业的发展具有重大意义。本文从旅游企业进行异质性开发的原因出发，分析旅游企业实施异质性开发中可选择的相关模式以及面临的风险，并以海中洲旅业实例，探讨该旅游企业在异质性开发中存在的问题，并提出了相应对策建议。研究表明：①旅游企业的规模、成长方向、企业价值等对旅游企业实施异质性开发有着正向的影响，证明了异质性具有企业内生性。②旅游企业决定异质性开发的程度取决于企业内外部环境的综合考虑。③旅游企业实施异质性开发能够为企业带来一定的风险分散，但是无法降低企业的经营风险，因此要注意妥善规避风险。本研究对旅游企业的异质性开发进行了较为深入的探讨，以期能为旅游市场以及旅游企业的良性成长提供相应建议以及决策参考。74053

毕业论文关键词：旅游企业；异质性开发；模式选择；风险分析

The investigate of the development of the heterogeneity to the Tourism enterprises

Abstract Heterogeneity development is a necessary process of lots of tourism enterprises during their development, it has some important meanings to the tourism enterprises。 The thesis starts from the reasons why the Tourism enterprises choose heterogeneity development, analyzes the interrelated mode and risks will be face during the heterogeneity development。 The thesis takes the HaiZhongZhou as an example, discuss the risks and the corresponding suggestions during the heterogeneity development。 The thesis does a thorough research to prove: first, the scope, the orientation of growth and the value of the enterprise decide the positive influence to the tourism enterprises who is doing the heterogeneity development, it proves the endophytism of the heterogeneity development。 Second, the degree of the heterogeneity development related to the internal and external environment of the Tourism enterprises。 Third, heterogeneity development can disperse some risks to the enterprises, but the heterogeneity development can not reduce the operating risk to the enterprises, so we should pay attention to avoid the risks will be meet。 The thesis does a deep probe to the heterogeneity development of the tourism enterprises。 The thesis hopes to provide some suggestions to the tourism enterprises who is preparing or doing the heterogeneity development, and make them do the heterogeneity development correctly and get some achievements。

Key Words: tourism enterprises;  heterogeneity development;  model selection;

risk analysis 

目  录

摘要-1

Abstract-Ⅱ

目录Ⅲ

一、引言1

二、旅游企业选择实施异质性开发的原因分析2

三、旅游企业实施异质性开发的选择模式分析3

（一）内部自我拓展模式-3

（二）外部并购模式-3

（三）模式的优缺点分析-4

四、旅游企业实施异质性开发后的风险分析-4

（一）资源分散、原有主导产业失去优势的风险-4

（二）原有平衡被打破、管理成本增多的风险5

（三）新行业的进入及退出风险5

五、旅游企业实施异质性开发的实例分析5

（一）海中洲旅业的企业概况-5

（二）海中洲旅业实施异质性开发的原因及模式分析-6

（三）海中洲旅业实施异质性开发的风险及对策分析-6

参考文献8

一  引言

企业异质性开发的概念是企业同时在多个和自身经营范畴有关或者无关的领域开展业务经营的战略。作为对市场变化较为敏感的旅游业，异质性发展的浪潮也必然会为之带来较大的影响。随着市场的不断推进和异质性开发的广泛运用，使得当下多数旅游企业采取异质性开发的发展模式，因此，从旅游企业的内外部视角下深入探讨异质性开发的实施，对旅游市场的管理、旅游企业的持续发展都具有一定现实意义。论文网