波特“五力模型”视角下云南体育旅游产业的竞争态势分析

Analysis on the Competitive Situation of Yunnan Sports Tourism Industry from the Perspective of Porter’s “Five Forces Model”

近年来云南体育旅游的发展势头强劲,产业气象蓬勃,逐渐形成了体育旅游精品线路、体育旅游目的地、体育旅游赛事和体育旅游标准景区四种业态,并基本涵盖了水面、陆地、高山、天空四重内容。然而,根据波特五力模型可知,云南体育旅游产业也同时面临着行业内临近省份竞争者的竞争力、其他行业进入者的威胁力、其它旅游业态的替代力、产品供应者的议价力和游客的议价力五种竞争力量。它们相互关联、交互作用,共同决定了云南体育旅游产业的竞争态势及潜在利润空间。为此,云南体育旅游产业只有采用成本领先战略、差异化战略和品牌经营战略三大发展战略,才能不断提升自身竞争力,在新一轮的旅游竞争中继续保持竞争优势,实现云南旅游业的持续繁荣。

In recent years,Yunnan sports tourism has a strong development momentum and a vigorous industrial atmosphere. It has gradually formed four types of business,i. e. high-quality sports tourism routes,sports tourism destinations,sports tourism events and sports tourism standard scenic spots,which basically cover the four aspects of water surface,land,mountain and sky. However,according to Porter’s five forces model,Yunnan sports tourism industry also faces five competitive forces: the competitiveness of competitors in neighboring provinces,the threat of entrants in other industries,the substitution of other tourism formats,the bargaining power of product suppliers and tourists. They are interrelated and interactive,which together determine the competitive situation and potential profit space of Yunnan sports tourism industry.Therefore,only by adopting the three development strategies of cost leading strategy,differentiation strategy and brand management strategy can Yunnan sports tourism industry continuously improve its competitiveness,maintain its competitive advantage in the new round of tourism competition and realize the sustainable prosperity of Yunnan tourism industry.