摘要
如何合理部署文旅企业战略从而提升企业价值成为当前战略研究的热点话题。以国内上市文旅企业2010-2022年微观数据为研究样本,实证分析文旅企业营销战略及行业竞争能力对企业价值创造的影响,从理论分析和实证检验的角度进行研究。结果表明:文旅企业营销战略与市场价值之间呈现正相关关系;竞争能力对文旅企业营销战略与市场价值之间的关系产生正向调节作用。该研究基于中国文旅企业战略分析的角度研究企业价值创造问题,解释中国上市文旅企业通过营销战略为企业创造价值的条件和边界,为文旅企业管理者从实践角度优化营销战略和保持竞争力提供依据和参考。
How to reasonably deploy the cultural and tourism enterprise strategy to enhance the enterprise value has become a hot topic within the scope of the current strategic research.Taking the data of domestic listed cultural tourism enterprises from 2010 to 2022 as the research sample,the influence of the marketing strategy and industry competitiveness of cultural tourism enterprises on enterprise value creation is empirically analyzed,and studied from the perspective of theoretical analysis and empirical test.The research results show that:there is a positive correlation between marketing strategy and market value;and competitiveness has a positive regulatory effect on the relationship between marketing strategy and market value.This research studies the problem of strategic analysis based on the perspective of enterprise value creation,explains the conditions and boundaries for Chinese listed cultural tourism enterprises to create value for enterprises through reasonable marketing strategy,and provides basis and reference for managers of cultural tourism enterprises to optimize marketing strategy and maintain competitiveness from the perspective of practice.
作者
于登玺
Yu Dengxi(Liaoning University of International Business and Economics School of Management,Dalian Liaoning 116052)
出处
《北方经贸》
2026年第1期46-52,共7页
Northern Economy and Trade
基金
大连市社科联重点2025年重点项目(2025dlskzd616)。
