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王志发：关于中国旅游投资的几点思?中国旅游营销?/title>
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<p>大众化旅游把我国旅游业推进到一个新的时代，在这个背景下探讨中国旅游投资问题，我们应当认真思考以下五个方面的问题?/p>
<p>一、正确判断当前中国旅游投资的阶段性特?/p>
<p>一段时期以内，旅游投资将保持持续增长的态势，具体而言，有三个方面的重要因素推动旅游投资的增长?/p>
<p>第一，旅游需求持续增长是经济社会发展的客观要求。目前，我国人均GDP已经达到3000美元，这是世界旅游界公认的旅游业爆发性增长阶段。现在，我们刚刚实现每年人均出游1次的目标，而世界上的发达国家美、日、韩人均出游均在7次以上，我国旅游市场成长潜力巨大。特别是这几年，我国高速公路、高速铁路、民航等基础建设速度加快，社会公共服务体系不断完善，我国旅游业必将出现新一轮的发展，在未来5-10年内处于快速发展的上升期?/p>
<p>第二，发展旅游业是扩大内需、调整经济结构的必然选择。长期以来，我国经济增长主要依靠投资和外贸拉动，消费不足、服务业比重过低，第三产业占经济总量比重仅为40%多，不仅低于发达国家70%左右的水平，低于64%的世界平均水平，还低于印?0%左右的水平。旅游业作为现代服务业的龙头，将成为拉动第三产业快速发展的战略性支柱产业，获得充裕的发展空间?/p>
<p>第三，旅游产品供给总量不足、结构性短缺，在相当长的时期内是我国旅游业发展的客观存在。大众旅游需要大众化产品，当前大众消费的热点正在由观光旅游向观光与休闲度假并重转变，消费方式灵活多变。但长期以来，我们的旅游产品以观光为主，全国各类旅游景区景点2万多家，其中具有休闲度假功能的景区景点不?0%，远远满足不了大众休闲的需要，我们需要在产品体系建设上加大投资力度?/p>
<p>二、准确把握旅游投资的重点领域</p>
<p>解决我国旅游产品体系结构性失衡的矛盾，就是要坚持把开发大众旅游产品摆在优先位置，以大众需求为导向，扩大供给总量、增加产品种类、丰富产品层次。当前，大众旅游的热点集中在假日休闲。随着居民收入水平的提高和全年115天假期的进一步落实，国内居民度假休闲的需求日益强烈，长三角、珠三角、环渤海湾地区和大中城市周边地区，度假休闲已经成为旅游消费的重要方式，市场规模持续增长。所以，旅游投资要更多地关注都市休闲产品、康体健身娱乐产品、乡村旅游产品，着力打造旅游休闲度假的新热点，创造文化旅游消费的新亮点。要注意在满足大众多方面需求的前提下，加快度假休闲设施的建设，推动经济型酒店发展，开发乡村旅社以及汽车旅馆、度假营地、房车等符合大众休闲需求的产品?/p>
<p>三、着力开发新产品、新业态，增强旅游业发展后?/p>
<p>目前，我国的大众化旅游还处于初级阶段，随着经济社会的发展，大众旅游需求还将进一步发展演化，不断催生一些新的旅游产品和旅游新业态，形成新一轮旅游业发展的支撑力量。比如海洋旅游、沙漠旅游、冰雪旅游、自驾车旅游、高尔夫旅游、邮轮旅游等等，都有可能成为都市休憩产品之后新的重点领域，需要我们紧密跟踪旅游需求发展变化的趋势，及时调整投资方向，使旅游产业健康持续发展?/p>
<p>对于旅游投资而言，不仅仅在投资时要关注需求动态，在投资建设的过程中也要紧密关注需求动态，不断调整完善产品内容，注意用新理念、新技术、新材料开发旅游产品。有一句话叫做“建不完的迪斯?rdquo;，说的就是旅游项目要不断推陈出新，保持持久的活力?/p>
<p>当前旅游项目提升的一个重要方向是提升信息化水平。席卷全球的信息化浪潮，特别是网络化浪潮，改变了人们的生活方式和消费方式，对旅游投资经营模式产生了深远的影响。我们的旅游项目要做大做强，就要抓住信息化这个关键环节，运用现代信息技术等高科技手段提升素质，由满足旅游基本需求向为市场提供高质量的旅游服务转变，由粗放型向集约化转变，推动旅游项目不断创新发展?/p>
<p>四、合理构筑旅游投资新格局</p>
<p>旅游投资离不开社会经济的支持，离不开基础环境的支持，今后旅游投资要更加注意与国家的区域发展战略相契合，与市场环境相适合，借力发力，实现更快更好的发展。一是要结合国家主体功能区的划分标准，处理好资源开发与环境保护的关系，在合适的地点投资建设合适的项目。二是要根据国家重大交通等基础设施建设规划，合理规划旅游项目。三是要根据市场分工和市场环境的变化，根据不同区域的资源特色，扬长避短，寻找适宜的投资方向。东部地区最大的优势在市场，要立足于发达的市场经济、雄厚的经济实力和发达的旅游业基础，在开发休闲度假产品、开拓旅游消费新领域、提高产品开发水平方面继续发挥引领作用，走创新升级之路。西部地区的优势在资源，要进一步挖掘资源优势，集中力量打造观光精品，重点推出一批在国际、国内有影响的拳头产品、名牌产品，形成旅游产业发展的经济规模，走突破发展之路。中部地区的优势在区位，要深入挖掘资源优势，充分发挥客源集散便利的特点，接续东部市场，拓展西部资源，在完善传统精品景区的基础上，构建观光、休闲度假、专项产品三足鼎立的格局，走加快发展之路?/p>
<p>五、建立市场化的旅游投资机?/p>
<p>旅游产品的结构性短缺需要大量的资金。吸纳大量投资需要建立适合旅游业发展的投资机制。旅游业是一个竞争性行业，旅游投资必须遵从市场法则，充分发挥市场在资源配置中的基础性作用。目前社会资金进入旅游业比较困难，在直接投资和间接融资方面存在诸多限制，所以，我国旅游企业从总体上看规模偏小、组织化程度低，竞争力较弱，相对于其他产业，市场化的程度远远不足。目前我国以旅游业务为主业的上市公司仅为24家，大大低于其他行业的发展水平。要改善目前的投资状况，首先就要打破社会资金进入旅游行业的政策壁垒，创造有利于公平竞争、有利于创新的政策环境。要运用现代资本理念，建立旅游产权交易平台，使社会资金能够在旅游产业中自由流动。其次是推动旅游融资机制创新，大力发展旅游资产评估、旅游担保等旅游金融服务组织，针对乡村旅游和中小旅游经营者，建设资金融通的可靠渠道，用市场集合的资金推动旅游业的市场化发展。（作者单位：国家旅游局?br />
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<span>作者：<a href="/Common/ShowAuthor.aspx?authorname=%e7%8e%8b%e5%bf%97%e5%8f%91">王志?/a></span>
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<td vAlign=center align=left height=26><SPAN class=STYLE1>最佳浏览：1024*768 IE7.0FLASH支持|Best Viewed:1024x768IE7.0 Required:Flash Plug-In</SPAN><script type="text/javascript" src="http://js.tongji.linezing.com/1538460/tongji.js"></script><noscript><a href="http://www.linezing.com"><img src="http://img.tongji.linezing.com/1538460/tongji.gif"/></a></noscript></td>
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</div>
<!-- 统计点击?-->
<input type="hidden" id="commentViewpoint" value="1" />
<input type="hidden" id="commentIsPrivate" value="0" />
<input type="hidden" id="commentIsAnonymous" value="false" />
<input type="hidden" id="commentRanking" value="3" />
<script language="javascript" type="text/javascript">
function $getE(obj) {
return document.getElementById(obj);
}
//初始化评?
function commentInit() {
var x = new AjaxRequest('XML', 'commentForm');
x.labelname = "内容评论标签";
x.para = ['itemId=33730','nodeId=99'];
x.currentpage = 1;
x.post('updatelabel', '/ajax.aspx', function(s) {
var xml = x.createXmlDom(s);
$getE('commentform').innerHTML = xml.getElementsByTagName("body")[0].firstChild.data;
changepage(1, '评论列表', 'JS_基本风格');
setCurrentUserInfo();
});
}
//添加评论
function addComment() {
if ($getE('commentTitle').value == '') {
alert("请输入标题！");
$getE("commentTitle").focus();
return;
}
if ($getE('commentIsAnonymous').value == 'false') {
if ($getE('commentUsername').value == '') {
alert("请输入用户名?);
$getE('commentUsername').focus();
return;
}
if ($getE('commentEmail').value == '') {
alert('请输入Email地址?);
$getE('commentEmail').focus();
return;
}
var regEmail = /^([a-zA-Z0-9]+[_|\-|\.]?)*[a-zA-Z0-9]+@([a-zA-Z0-9]+[_|\-|\.]?)*[a-zA-Z0-9]+\.[a-zA-Z]{2,3}$/;
if ($getE('commentEmail').value.match(regEmail) == null) {
alert('请输入正确的Email格式?);
$getE('commentEmail').focus();
return;
}
}
if ($getE("commentContnet").value == '') {
alert("请输入评论内容！");
$getE("commentContnet").focus();
return false;
}
var commentValidCode = "";
var checkValidCode = false;
if ($getE("commentValidCode") != null) {
if ($getE("commentValidCode").value == '') {
alert("请输入验证码?);
$getE("commentValidCode").focus();
return;
}
commentValidCode = $getE("commentValidCode").value;
checkValidCode = true;
}
var x = new AjaxRequest('XML', 'status');
x.para = ['username=' + $getE("commentUsername").value, 'commenttitle=' + $getE("commentTitle").value, 'content=' + $getE("commentContnet").value, 'email=' + $getE("commentEmail").value, 'gid=33730', 'nid=' + 99, 'private=' + $getE("commentIsPrivate").value, 'position=' + $getE("commentViewpoint").value, 'score=' + $getE("commentRanking").value, 'TxtValidCode=' + commentValidCode, 'isguest=' + $getE("commentIsAnonymous").value];
x.paratype = ['nohtml', 'nohtml', 'nohtml']
x.post('addcomment', '/ajax.aspx', function(s) {
var xml = x.createXmlDom(s);
var status = xml.getElementsByTagName("status")[0].firstChild.data;
switch (status) {
case "ok":
changepage(1, '评论列表', 'JS_基本风格');
alert("发表评论成功?);
window.location.href = '#commentTarget';
$getE("commentContnet").value = '';
break;
case "check":
alert("发表评论成功，请等待管理员审核?);
break;
case "err":
alert("发表评论失败?);
break;
case "nopurview":
alert("此栏目已禁止发表评论?);
break;
case "noTourists":
alert("此栏目已禁止游客发表评论?);
break;
case "checkCodeError":
$getE("commentValidCode").value = '';
refreshValidCode($getE("commentValidCodeImg"));
alert("您输入的验证码和系统产生的不一致，请重新输入！");
break;
default:
alert("发表评论失败?);
break;
}
if (checkValidCode) {
refreshValidCode($getE("commentValidCodeImg"));
$getE("commentValidCode").value = '';
checkValidCode = false;
}
});
}
function addPkZone(commentid, position, content) {
var x = new AjaxRequest('XML', 'status');
x.para = ['commentid=' + commentid, 'position=' + position, 'content=' + content];
x.post('addpkzone', '/ajax.aspx', function(s) {
var xml = x.createXmlDom(s);
var status = xml.getElementsByTagName("status")[0].firstChild.data;
switch (status) {
case "ok":
changepage(1, '评论列表', 'JS_基本风格');
break;
default:
alert("辩论失败?);
break;
}
});
}
//更新列表
function changepage(pagenum, sourcename, spanname) {
var x = new AjaxRequest('XML', 'pe100_' + sourcename);
x.labelname = sourcename;
x.currentpage = pagenum;
x.para = ['itemId=33730', 'outputQty=10', 'page=true', 'pagesize=10', 'currentpage=' + pagenum];
x.post('updatelabel', '/ajax.aspx', function(s) {
var xml = x.createXmlDom(s);
var plstr = "";
for (var i = 0; i < xml.getElementsByTagName("body")[0].childNodes.length; i++) {
plstr += xml.getElementsByTagName("body")[0].childNodes[i].nodeValue;
}
$getE('pe100_' + sourcename).innerHTML = plstr;
$getE('commentCount').innerHTML = xml.getElementsByTagName("total")[0].firstChild.data;
updatepage(spanname, sourcename, xml);
});
}
//更新分页
function updatepage(spanname, sourcename, xml) {
if (parseInt(xml.getElementsByTagName("total")[0].firstChild.data) > 0) {
var x = new AjaxRequest('XML', 'pe100_page_' + sourcename);
x.labelname = spanname;
x.sourcename = sourcename;
x.total = xml.getElementsByTagName("total")[0].firstChild.data;
x.currentpage = xml.getElementsByTagName("currentpage")[0].firstChild.data;
x.pagesize = xml.getElementsByTagName("pagesize")[0].firstChild.data;
x.post('updatepage', '/ajax.aspx', function(s) {
var xml = x.createXmlDom(s);
if ($getE('pe100_page_' + sourcename) != null) {
var plstr = "";
for (var i = 0; i < xml.getElementsByTagName("body")[0].childNodes.length; i++) {
plstr += xml.getElementsByTagName("body")[0].childNodes[i].nodeValue;
}
$getE('pe100_page_' + sourcename).innerHTML = plstr;
}
});
}
}
//设置默用户信?
function setCurrentUserInfo() {
try {
var x = new AjaxRequest('XML', '');
x.post('logincheck', '/ajax.aspx', function(s) {
var xml = x.createXmlDom(s);
if (xml.getElementsByTagName("status")[0].firstChild.data == "ok") {
if ($getE('commentUsername') != null) {
$getE('commentUsername').value = xml.getElementsByTagName("username")[0].firstChild.data;
$getE('commentEmail').value = xml.getElementsByTagName("email")[0].firstChild.data;
$getE('commentUsername').disabled = true;
$getE('commentEmail').disabled = true;
}
}
});
}
catch (e) {
}
}
//刷新验证?
function refreshValidCode(obj) {
obj.src = obj.src + '?code=' + randomNumber(10);
}
function randomNumber(n) {
var rnd = '';
for (var i = 0; i < n; i++)
rnd += Math.floor(Math.random() * 10);
return rnd;
}
//设置匿名
function setAnonymous(obj) {
if (obj.checked) {
$getE('commentUsernameBlock').style.display = 'none';
$getE('commentEmailBlock').style.display = 'none';
$getE('commentIsAnonymous').value = 'true';
}
else {
$getE('commentUsernameBlock').style.display = '';
$getE('commentEmailBlock').style.display = '';
$getE('commentIsAnonymous').value = 'false';
}
}
//设置私有
function setPrivate(obj) {
if (obj.checked) {
$getE('commentIsPrivate').value = 1;
}
else {
$getE('commentIsPrivate').value = 0;
}
}
//设置观点
function setViewpoint(value) {
for (i = -1; i < 2; i++) {
if (i == value) {
$getE('commentViewpointTab' + i).className = "current";
}
else {
$getE('commentViewpointTab' + i).className = "";
}
}
$getE('commentViewpoint').value = value;
}
//设置按钮
function changeBtnStyle(obj, className) {
obj.className = className;
}
//设置评分
function changeRanking(index, isfixed) {
var colStars = $getE("commentRankingBlock").getElementsByTagName("input");
var k = isfixed ? parseInt($getE("commentRanking").value) : index;
for (var i = 0; i < colStars.length; i++) {
colStars[i].src = (i < k ? "/Images/fstar.gif" : "/Images/estar.gif");
}
}
function rankingClick(index) {
$getE("commentRanking").value = index;
}
function rankingMouseOver(index) {
changeRanking(index, false);
}
function rankingMouseOut() {
changeRanking(0, true);
}
//初始化评?
commentInit();
</script>
</body>
</html>
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