“蓝海战略”对中小型旅游企业生存发展的启示

“蓝海战略”的主要思想是，在市场竞争中不局限已有产业边界，并设法打破这样的边界条件，着重考虑在新的市场中开辟天地。文章借助“蓝海战略”的思维，跳出现有市场看旅游，从重新进行市场定位、全程做好旅游服务、预测未来需求和关注非顾客四个方面对“蓝海战略”的理解与应用进行了探索，为中小型旅游企业的生存与发展提供一些有益的启示。

Inspiration from the Survival and Development of "Blue Ocean Strategy" for Small and Medium Sized Tourism Enterprises

The main idea of the ＂blue ocean strategy＂ is, in market competition, to try to break this boundary condition regardless of existing industry boundaries, considering opening up the market. By means of the ＂blue ocean strategy＂, this paper carries out exploration from the four following aspects： market repositioning, full-process tour service, predicting future demand and non-customer focus in order to provide some beneficial advice for the survival and development of small and medium sized tourism enterprises.