景区依托型的“洋家乐”PEST与SCP分析——以德清为例

Analysis of PEST and SCP on Scenic- spot- based "Yang Jia Le"( Foreign- style Resorts)——A Case Study of Deqing

文章以德清"洋家乐"为蓝本,通过对"洋家乐"概念和特征的梳理,指出当前"洋家乐"理论研究的不足。基于对德清"洋家乐"的战略优势进行宏观层面和行业层面的分析,探讨了"洋家乐"在德清产生是在市场冲击下基于市场结构变化和市场细分的必然结果;基于对德清"洋家乐"服务对象的调查研究,剖析其服务对象的消费习惯和消费行为决策特征;对德清"洋家乐"理论层面和实践层面的剖析,为德清"洋家乐"未来发展决策提供参照和指导。

This paper analyzes the concept and features of ＂ Yang Jia Le＂（ Foreign- style resorts）,a new type of resort- style guest houses that emphasizes eco- friendly operations in Moganshan,Deqing County,Zhejiang Province,and points out that not many theoretical researches have been done on ＂ Yang Jia Le＂.Then,it analyzes the strategical strength of ＂ Yang Jia Le＂ in Deqing county from macro and industrial levels,which reveals that ＂ Yang Jia Le＂ in Deqing county is an inevitable result of market structure change and market segmentation. Lastly,customers ＇consumption features and decision- making features in ＂ Yang Jia Le＂ in Deqing county are explored. This research aims to be reference to the future planning of ＂ Yang Jia Le＂ in Deqing county.