A旅行社竞争策略研究

发布时间：2018-01-01 13:30

本文关键词：A旅行社竞争策略研究　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

更多相关文章： 竞争策略 旅行社 差异化 战略组合

【摘要】：随着我国经济的健康快速发展，我国旅游业在完善的政策制度保障下、在需求旺盛的经济市场环境下，呈现出新一轮的快速发展态势。进入21世纪以来，整个旅游业环境时刻发生着变化，旅行社迎来了更多的发展机遇与威胁挑战。尤其是我国中小旅行社，在近年来数目日益增多，成为支撑我国旅游业市场的新型主力。因此，中小旅行社如何在新的内、外部环境下增强竞争力，适应市场经济发展确实显得格外重要。从目前中小旅行社实际经营过程来看，大多数中小旅行社存在战略目标不明确、战略规划不完善、战略选择不清晰等问题。所以，把中小旅行社的经营发展提升至战略发展的角度，制定选择竞争策略规划，才能够真正实现稳定长远发展。综上所述，，本文针对以上情况，以山东地区的A旅行社为例，着重探讨研究了中小旅行社的竞争策略。本文运用了文献研究方法、案例分析方法、归纳法等研究方法，充分借鉴了国内外文献综述参考资料，较为全面的掌握了有关竞争策略理论、电子商务模式概述、旅行社发展综述等理论依据，其次将案例分析贯穿始终，以中等规模的A旅行社为例，系统分析了A旅行社的内外部环境、竞争策略备选方案、战略实施与战略控制。本文通过对A旅行社所面临的内、外部环境进行研究分析，指明A旅行社身处良好的市场经济环境、宽松的政治法律环境、浓厚的社会文化环境，具备了较为有利的市场外部环境。与此同时，科学技术的迅猛发展，电子商务模式的推出，也使A旅行社在渠道营销、产品推广、产品制作创新中面临着新的挑战与威胁。因此，本文通过SWOT分析，将优势、劣势、机遇、威胁等四种因素进行不同组合，制定了适用于A旅行社发展的多种备选竞争策略，以满足A旅行社在不同的条件环境下，存在与此相适宜的竞争策略相匹配。与此同时，进一步归纳总结出A旅行社的核心竞争策略与辅助竞争策略，通过两者的结合，实现旅行社的高效运营与战略目标的实现。通过研究分析，笔者认为A旅行社适宜选择渗透战略为核心战略，其中着重强调A旅行社要根据自身优势和市场环境实施差异化战略，形成独具特色的竞争优势。同时要以维护战略和参与战略作为辅助战略：维护战略强调要保证现有成熟业务的利润与收入，在市场机会逐渐萎缩的情况下继续为核心战略提供资源支持；参与战略强调企业可以选择那些机会很明显、但自身条件尚没有优势的领域，利用剩余资源进行试错性的市场参与，以此为将来的核心战略提供储备与支持。最后，结合A旅行社的实际战略实施，对促进A旅行社长远健康发展，给予了客观适宜的对策选择。笔者指出A旅行社需要科学、创新的决策方略，要注重企业内部结构的优化、注重关联企业关系的优化，但也应重视以消费驱动的能力提升以及以创业精神为重的精神建设。
[Abstract]:With the rapid development of China's economic health, China's tourism industry in the policy guarantee system perfect, strong demand in the market economy environment, showing a trend of rapid development of a new round. Since twenty-first Century, changing the environment time of the whole tourism industry, travel agency development opportunities and threats to meet more challenges. Especially our country small and medium-sized travel agencies in recent years, the number is increasing, has become the main support of China's tourism market. Therefore, how to small and medium sized travel agencies in the new period, strengthen the competitiveness of the external environment, it is particularly important to adapt the market economy development. From the current medium and small travel agencies in the actual operating process, the majority of small and medium-sized travel agency strategic objectives are not clear, strategic planning is not perfect, strategic choice and other issues are not clear. So, the small and medium-sized travel agency business development to enhance the strategic development of business In order to achieve stable and long-term development, we must choose the competitive strategy plan. To sum up, in view of the above situation, taking the A travel agency in Shandong area as an example, this paper focuses on the competitive strategies of small and medium-sized travel agencies.
This paper uses literature research method, case analysis method, inductive method, making use of literature reference, more comprehensive grasp of the relevant competitive strategy theory, an overview of e-commerce mode, the travel agency review of the development of the theory basis, the case analysis throughout, with medium scale A travel agency as an example, analyzed the A travel agency's internal and external environment, competitive strategy alternatives, strategy implementation and strategic control.
In this paper, by analysing the A travel agency, research and analysis of the external environment, specify the A travel agency in good market economic environment, political and legal environment loose, strong social and cultural environment, with a more favorable external environment of market. At the same time, the rapid development of science and technology, launched e-commerce mode. The A travel agency product promotion in the marketing channel, product innovation, facing new challenges and threats. Therefore, through SWOT analysis, the strengths, weaknesses, opportunities, threats and other four kinds of different combinations of various factors, alternative competition strategy for the development of the A travel agency, to meet A the travel agency in the conditions of different environments exist and the suitable competition strategy match. At the same time, further summarizes the A travel agency's core competitive strategy and auxiliary competition strategy, through a combination of the two, To achieve efficient operation and strategic objectives of the travel agency. Through research and analysis, the author thinks that the suitable penetration strategy as the core strategy of A travel agency, which focuses on the A travel agency according to their own advantage and market differentiation strategy implementation, the formation of a unique competitive advantage. At the same time to maintain strategic and participation strategy as auxiliary strategy: the maintenance strategy stressed the need to ensure that the profit and income of existing mature business, gradually shrinking in the market given a chance to continue to provide support for the core strategic resources; participation strategy emphasizes that enterprises can choose the opportunity is very obvious, but there is no advantage in the field of their own conditions, by trial and error using the remaining resources involved in the market, in order to provide reserve and support for the core strategy in the future. Finally, combined with the actual implementation of the strategy of A travel, A travel agency to promote long-term healthy development, give The author points out that A travel agencies need scientific and innovative decision-making strategies. They should pay attention to the optimization of the internal structure of enterprises, and attach importance to the optimization of the relationship between affiliated enterprises. But we should also attach importance to the promotion of consumption driven capabilities and the spirit construction based on entrepreneurship.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F271

【参考文献】