从青岛市旅游业的SCP分析看城市旅游业发展

The Overview of the Urban Tourism Development through the SCP Analysis of the Tourism in Qingdao

本文采用SCP分析方法,分析了青岛市旅游业的市场结构、市场行为和市场绩效。通过对青岛市旅游业的SCP分析,可以看出城市旅游业的发展对于扩大城市知名度、改善城市形象、促进城市间的交流与合作有深远的影响,但是在城市旅游业发展的同时,由于产业组织自身存在的问题,导致旅游业的市场绩效不高,企业的行为不规范。城市旅游业的发展要充分利用城市已有的条件,使产业组织内企业自身的价格行为、营销策略、广告策略以及创新行为等更符合市场的需求,从而实现良好的市场绩效,促进城市经济的发展。本文提出促进城市旅游产业发展的四点建议:1.优化城市旅游业产业组织结构;2.加大城市旅游产品的开发和宣传促销力度;3.进一步优化城市旅游业发展的内外环境;4.加大政府对城市旅游业的宏观调控力度。

This article analyses the market structure, behavior and performance of the tourism in Qingdao through SCP analysis, which shows that the development of urban tourism has a profound influence on enhancing the popularity, improving the image, promoting the interflow and cooperation among cities. With the development of the tourism, however, the intrinsic problems of the industrial organization have resulted in the poor performance and nonstandard behavior of the enterprises. The development of urban tourism should make full use of existing conditions and make the pricing, sales strategy, advertising strategy and innovation better conform to the market needs, thus achieving the good market performance and promoting the economic development. This article presents four suggestions to promote the development of the urban tourism, which include optimizing the industrial structure of urban tourism, promoting the development of tourist products and the publicity and sales of the products, making more effort to optimize the internal and external environment for urban tourism development and enhancing the governmental micro-control on tourism.