20091

20091100060ISBN978-99937-689-7-5/

...................................................................................................11.......................................................................................................61.1.......................................................................................61.2.......................................................................................81.3...................................101.4........................................121.5......................................................................................122..............................142.1......................................................................................142.1.1.................................................................142.1.2.................................................................172.1.3........................................................232.1.4........................................................252.2............................................302.2.1...................302.2.2........................332.2.3...................363SWOT.............................383.1SWOT....................................................383.1.1.....................................................................383.1.2SWOT...............................................................393.1.3.....................................................................393.2SWOT....................403.2.1(Strength)....................................................................40

3.2.2(Weakness).................................................................423.2.3(Opportunity).............................................................453.2.4(Threats).....................................................................493.3...................................504...................................524.1..........................524.1.1............................................................524.1.2.....................................................................544.1.3...................................................................................554.1.4...............................................................................564.2.....................564.2.1...............................................................................564.2.2...............................................................................584.2.3...............................................................................594.3.....................644.3.1...............................................................................644.3.2...............................................................................664.3.3...............................................................................694.4...........744.4.1...............................................................................744.4.2...............................................................................764.4.3...............................................................................78

4.5...........804.5.1...............................................................................804.5.2...............................................................................824.5.3...............................................................................844.6...............904.6.1........................................................904.6.2...............................................................................925...................................945.1...............................945.2...................................965.2.1........................................................965.2.2..........................................................................975.2.3...................995.3.......1035.3.1.............................................................................1045.3.2.................1055.3.3.............................................................................1055.3.4................1066..................................................................................................107................................................................................................109

SWOT33()/

SWOTSWOT()CEPA

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2002228.432007838.4752.6720083854.692007(2006)20022006140.62303.2731.94%33.36%2008200842008112009

2006112006644-46

2007SWOT·

GodfreyBaldacchino(1998)

()(Qatar)95%(AntiguaandBarbuda)70%()

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716,2793,42026.6%20026,145200725,7393.1970%200777.19%200210.22200723.8132.8%1999200020012002200320042005200620077471706869707580829,4319,2019,0308,9549,1859,16810,83212,97816,15253.6957.5760.6667.1364.2775.5570.9372.2577.196,9336,6876,1446,1426,8197,3758,81914,62023,3778.509.049.6310.229.7212.8914.4117.4523.8(2000-2007)(2006)19902008222008625A01

20001,29920051,43910.8%200011,265200514,61829.8%72.5%87.1%20071,53717,50838.6614.01(2.7)20002001200220032004200520071,2991,2691,3131,3251,4031,4391,53717,50838.6614.011970

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2006106.6200521%(60%)(29%)(25%)(25%)(24%)42006(2.1)(13.38%)2007(15.4%)420064

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3L(learning)(living)(leisure)212007932003213.7200323,1672007117,860446()(MIF)(MIECF)62003-2007http://industry.macautourism.gov.mo/download.php?file_name=MICE2003_2007_eventsS_1211513727.pdf

2008(2.9)16/07-18/07TM27/09-29/0914/10-16/10ICSC200814/10-17/102008200823/10-26/1027/10-31/10200804/11-06/11WorldToiletSummit&Expo04/11-06/11TMAmsterdamRAI,ISSAandAFIDAMP05/11-07/11200817/11-20/11GSMAGSM18/11-20/11()25/11-27/112008DMGWorldMedia26/11-28/1126/11-28/1104/12-07/1209/12-11/12NielsenBusinessMediaFilmGroup()482008669

2002200748,0354,0004,0002205,000141.520082010201064.972020733

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199923.98%200633.36%200439.13%GDP71.32(2.11)(%)1999200020012002200320042005200623.9827.8630.231.9436.6439.1334.9333.362.162.242.42.321.932.081.991.924.685.235.195.795.836.225.896.003.643.714.244.423.944.433.923.5234.4639.0442.0344.4748.3451.6346.7444.807.587.646.926.765.315.014.694.1742.0446.6848.9551.2353.6556.6051.3948.97200620074.47200571%20082

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3SWOT3.1SWOTSWOTSWOTS(Strength)W(Weakness)O(Opportunity)T(Threats)SWOTSWOT3.1.1

SWOT3.1.2SWOTSWOT3.1.3SWOT(ActionPlan)(3.1)

3.1SWOT“”StrengthsWeaknesses1)2)1)2)3)4)3)4)OpportunitiesSOWO1)2)1)2)1)2)3)4)3)4)3)4)ThreatsSTWT1)2)1)2)1)2)3)4)3)4)3)4)3.2SWOT3.2.1(Strength)3.2.1.1602,8002,6003.2.1.21201999

SWOT4,0003.2.1.33.2.1.4400303.2.1.5230

1200723.2.23.2.2.129.2(3.2)20086-833.7310432010520101320068.8%48.5%16.4%1200886A0622007510023(20086-8)4http://www.dsal.gov.mo/chinese/statistic.htm2008913

SWOT3.22007200720072007200820081234126,5503,0094,2382729334,3284,0783,4545,4307,5305,0301,2011,1429102612403401,218707489614285,1123,4112008244

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20081441.67(+31.6%)376.21(+31.6%)20082461.32(+21.5%)382.47(+21.1%)200812()2002-2007152.27499.2052.28(3.5)200217.42007265.742002-2007539.87(1999206)3.5()(%)()(%)()199916,942.69.016,636.27.3306.4200015,338.5-9.515,024.3-9.7314.2200115,641.62.015,220.81.3420.8200215,226.9-2.713,486.9-11.41,740.0200318,370.620.615,713.016.52,657.6200423,863.529.917,703.012.76,160.5200528,200.818.221,184.319.77,016.5200637,188.531.927,349.829.19,838.7200749,919.734.2323,346.0-14.626,573.7(2001-2006)(20081)20072006200720066200620

SWOT3.2.3.2CEPA20031017(CEPA)CEPACEPACEPACEPACEPA3.2.3.3(3.6)

3.62003200420052006200716.318.123.231.138.632.835.235.536.438.422.123.924.930.034.714.214.914.916.816.46.26.16.56.97.911.912.614.516.320.117.817.918.820.322.0()23.530.940.352.569.1()20081442002-2006(3.7)3.7200220032004200520062,5952,3923,3768,58910,991129976599211451223359804324455508680814102-651271,1281705172964251935431,4771,5972,2286,0038,449200320052006http://www.dsec.gov.mo/index.asp?src=/chinese/html/c_sitemap.html

SWOT3.2.4(Threats)3.2.4.13.2.4.220023.2.4.320037

3.2.4.4200893.3SWOT(3.8)3.8

SWOT3.8SWOTOpportunities(1)(2)CEPA(3)Threats(1)(2)(3)(4)Strengths(1)(2)(3)(4)(5)SO(1)(S1-5O1-2)(2)(S1-5O2-3)(3)(S1-5O2-3)ST(1)(S1-5T1)(2)(S3T2)(3)(S1-52)Weaknesses(1)(2)(3)(4)WO(1)(W2O1-3)(2)(W1O1)(3)(W3O1-3)WT(1)(W2O2)(2)(W4T2)

44.1SWOT14.1.1200111200212006

22006(WaltW.Rostow)(leadingindustry,dominantindustryortriggerindustry)22036

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2,0003-54.1.3200220065-105

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4.2.3.368616/2001729PBL7896(2005)720066820063129200636

2009

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4.13040501816200714.3.1.32009(4.2)4.22007-2009227http://www.brand-expo.com/2007%BE%C6%B5%EA%D5%B9%D1%FB%C7%EB%BA%AF.doc

4.3.2199930452681820022003101020064

4.3.2.3242003(56%)(26%)(5%)387%OK4%(4.1)

4.120031194.3.2.4105%2%1%9%56%0%(56%)(26%)(5%)OK1%26%1120042003

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4.4.1.320074.4.24.4.2.1201.53%(4.5)

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(4.6)10010020102,500(4.7)4.6()/()()()()CEM()(EMD)()()()482008639

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()3+204.5.3.31980

4.5.3.43L(Learning)(Living)(Leisure)20064MICE()

200210

4.64.6.1(CulturalIndustry)20304020(CreativeIndustry)(CulturalBusiness)(CulturalEnterprise)19861993199119942004

94002080126200571525

4.6.24.6.2.14.6.2.219916001994252.51

4.6.2.32,00014142008829B06

20022009

6

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200620398200844285.2.2

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5

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330

MBA

(1)2004(2)21981(3)()1999(4)2006(5)2005(6)20053(7)200511(8)20086(9)2008(10)20052(11)20066(12)200610(13)20084(14)2004220(15)200512(16)200512

(17)20064(18)200620(19)20066(20)(2007)(21)GodfreyBaldacchino,“TheOtherWayRound:ManufacturingasanExtensionofServicesinSmallIslandStates,”AsiaPacificViewpoint,Vol.39,No.3,1998,pp.267-279.