不经一番寒彻骨，哪得梅花扑鼻香。经过在DBA的课程学习与实践，2023年3月30日，DBA四期班同学、顶度集团景区管理公司总裁、乌镇旅游股份有限公司副总裁、北京古北水镇旅游有限公司执行总裁、文化乌镇股份有限公司总经理陈瑜迎来了她的最终答辩时刻。陈瑜同学在答辩现场阐述了《中国文旅小镇高质量发展影响要素体系研究——W镇的启示》，成果丰硕，最终顺利通过答辩。恭喜陈瑜同学，让我们一起回顾她的高光时刻。

企业家学者项目（DBA）整合全球优质教育资源，打造极具前沿性和系统性课程，在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中，涵盖2大金融主题与4大微观主题，探索6大宏观方向，定制化行业专题，走访行业内领军企业。陈瑜同学正是在理论与实践的碰撞中，收获了应对新商业文明下新问题与新挑战的能力。“理解 - 判断 - 实践 - 引领”的DBA学习之旅，让她在企业家学者项目中历经了新商业文明的一次次洗礼，完成了跨越式的思想“突围”。 

本次论文答辩，来自长江商学院和新加坡管理大学（SMU）的教授们共同见证了陈瑜同学的学术成果。

Heli WANG 

Janice Bellace Professor of Strategic Management,SMU

Long CHEN

Professor of Managerial Practice in Finance,CKGSB

Paoli CHANG

Associate Professor of Economics,SMU

 

陈瑜 | 中国文旅小镇高质量发展影响要素体系研究——W镇的启示

陈瑜同学答辩中

▇ 论文摘要：

在政府和市场双向助力下，近几年中国文旅小镇数量迅速增加。在各地文旅小镇飞速发展的同时，很多小镇开始出现业绩不佳、利益纠纷和运营缺失等问题。随着中国经济逐步迈入高质量发展阶段，如何推动文旅小镇高质量发展是业界和学术界专家都关注的问题。目前国内对文旅小镇高质量发展的研究还较为碎片化，欠缺对文旅小镇整个发展历程研究，难以对文旅小镇高质量发展提供有效的理论指导。基于此，本研究在回顾国内文旅小镇相关研究基础上，提出从生命周期视角切入通过案例研究等定性方式构建中国文旅小镇高质量影响要素体系，并利用层次分析确定各影响要素的权重。

首先研究者通过行业调研和文献梳理划分了中国文旅小镇高质量发展动态演化阶段，包括立项阶段、规划阶段、建设阶段、运营阶段、迭代更新阶段。之后，研究者选择中国文旅小镇业中业绩和品牌排名靠前的W镇作为案例对象，通过案例研究对W镇高质量发展的影响因素进行总结。案例研究发现，W镇在高质量发展每个阶段的影响因素有很大差异。每个阶段的影响要素分别为立项阶段的开发价值判断，规划阶段的顶层架构设计、三大模式设计、消费场景营造，建设阶段的高质量实施和管理，运营阶段的游客体验设计、品牌影响和迭代阶段更新阶段的内容与产品创新。研究者为了进一步检验W镇案例研究结论的普适性，另外选取三个在中国发展态势很好的案例，通过扎根分析抽离出三个案例高质量发展的影响要素。对比分析发现扎根结论与W镇案例研究基本一致。在此基础上，研究者构建影响要素体系，设计专家咨询问卷。问卷数据的层次分析计算出影响要素体系一级指标和二级指标的权重。

本研究通过定性与定量相结合形式对多个案例全生命周期高质量发展影响要素的深度剖析，弥补了现有文旅小镇研究缺少对案例动态追踪的不足，丰富了文旅小镇高质量发展相关研究的视角。研究构建的中国文旅小镇高质量发展影响因素体系为未来政府和企业评估文旅小镇发展状态提供了有力工具。

答辩现场

▇ ABSTRACT：

With the help of both government and market, the number of cultural tourism towns in China has increased rapidly in recent years. While the development of cultural tourism towns around the world has been rapid, many towns have started to experience poor performance, disputes over interests and lack of operation. As China's economy gradually enters the stage of high-quality development, how to promote the high-quality development of cultural tourism towns is an issue of concern for both industry and academic experts. At present, domestic research on the high-quality development of cultural tourism towns is still fragmented and lacks research on the whole development process of cultural tourism towns, which makes it difficult to provide effective theoretical guidance on the high-quality development of cultural tourism towns. Based on this, this study proposes to construct a system of high quality impact factors of Chinese cultural tourism towns from the perspective of life cycle through case studies and other qualitative approaches, and to determine the weights of each impact factor by using hierarchical analysis, based on a review of relevant studies of cultural tourism towns in China.

陈瑜同学在长江DBA课堂上

Firstly, the researcher divides the dynamic evolutionary stages of high quality development of Chinese cultural tourism towns through industry research and literature combing, including project stage, planning stage, construction stage, operation stage, and iterative renewal stage. After that, the researcher selects W, a top-ranking town in China's cultural tourism industry, as a case study to summarize the influencing factors of W's high-quality development. The case study found that the influencing factors of W town in each stage of high quality development differed greatly. The influencing factors in each stage are development value judgment at the project stage, top-level architecture design, three major model designs, and consumer scenario creation at the planning stage, high-quality implementation and management at the construction stage, visitor experience design and brand impact at the operation stage, and content and product innovation at the renewal stage of the iteration stage. To further test the generalizability of the findings of the W-town case study, the researcher selected three additional cases with good development dynamics in China and extracted the influencing factors of the high-quality development of the three cases through rooting analysis. The comparative analysis found that the rooting conclusions were basically consistent with the W-town case study. On this basis, the researcher constructed the impact factor system and designed the expert consultation questionnaire. Hierarchical analysis of the questionnaire data calculated the weights of the primary and secondary indicators of the impact factor system.

陈瑜同学在长江DBA课堂上

This study combines qualitative and quantitative analysis of the impact factors of the whole life cycle of high quality development in several cases, which makes up for the lack of dynamic tracking of cases in the existing research on cultural tourism towns and enriches the perspective of research related to high quality development of cultural tourism towns. The study provides a powerful tool for the government and enterprises to assess the development status of cultural tourism towns in the future.

合影

论文答辩圆满结束，但作为终身学习者，这是陈瑜同学的又一个起点。未来，她将带着对中西方管理学理论的认知与思考，继续践行新商业文明；用独到的洞见不断为中国经济注入新动力，引领行业的发展方向。