在线旅游产业链重构下的中小型代理商竞争战略研究

发布时间：2018-03-30 17:00

本文选题：产业链　切入点：在线旅游　出处：《江西师范大学》2014年硕士论文

【摘要】：信息技术和网络技术的不断发展对社会生产和生活的方方面面都产生了强大的影响，各行各业都加入到运用最新技术的潮流中，旅游产业也不例外。信息化、网络化与旅游产业的不断融合，进一步催生了在线旅游新兴发展业态。在线旅游新业态对在线旅游产业链的构成提出新要求。在线旅游代理商是连接旅游产品服务供应商和旅游消费者的纽带，在在线旅游产业链中处于中间的位置。在在线旅游度假市场中，虽然中小型在线旅游代理商和旅游产品直销供应商占据着近一半的市场交易额，但是因各自力量薄弱、管理者战略意识不强等因素，其市场竞争优势并不明显。在愈演愈烈的在线旅游市场竞争中，中小型在线旅游代理商亟需提升市场竞争力；而变革和优化产业链结构提升各产业和各企业核心竞争力最快速最有效的方法。因此，本文从变革和优化在线旅游产业链的视角，依托产业链等相关理论，运用文献分析法、参与观察法、统计分析法等研究方法对中小型在线旅游代理商的竞争战略进行研究。本研究主要内容如下：第一，对在线旅游相关概念进行了界定，并梳理了国内外在线旅游研究进展。第二，阐述在线旅游产业链现状及存在竞争同质化等问题，并从内外因两方面分析了上述问题产生的原因包括发展战略不清晰等。之后，借助虚拟价值链和企业链对在线旅游产业链进行重构，阐明在线旅游产业链重构思路，在线旅游产业链由一对一的模式转为一对多的模式，，产业链由链转为网。在重构思路下进而重构在线旅游产业链模型。旅游产品供应商可以直接获得旅游消费者的需求反馈、在线旅游代理商触及网络覆盖的所有潜在旅游者、旅游消费者之间相互影响在线旅游决策。第三，依据在线旅游产业链重构模型，提出中小型在线旅游代理商发展策略，包括优化外部发展环境策略，如协调竞合关系、建立合作联盟；升级硬件策略，如旅游网站、客服系统；深化软实力策略，如打造VIP客服队伍、优化社会媒体营销。最后，选取中小型在线旅游代理商——深圳粤港国际旅行社为例，阐述其在线旅游发展现状、分析其存在自身资源未得到有效配置、发展模式单一等问题及原因，根据在线旅游产业链重构模型，提出其在在线旅游市场上的竞争战略，即硬件升级战略，如加强自身独立的网站建设、优化客服系统；品牌塑造战略，如着重软营销；聚焦战略，如根据不同阶段的旅游市场热点，以精准的专题旅游扩大旅游市场交易份额。
[Abstract]:The continuous development of information technology and network technology has had a strong impact on all aspects of social production and life. All kinds of industries have joined the trend of using the latest technology, and the tourism industry is no exception. The continuous integration of network and tourism industry, The new form of online tourism puts forward new requirements for the composition of the online tourism industry chain. Online travel agents are the link between tourism product service providers and tourism consumers. It is in the middle of the online tourism industry chain. In the online travel vacation market, although small and medium-sized online travel agents and direct sellers of tourism products account for nearly half of the market turnover, they are weak because of their respective strengths. In the increasingly fierce competition of online tourism market, small and medium-sized online travel agents urgently need to enhance market competitiveness; Therefore, from the perspective of reforming and optimizing the online tourism industry chain, relying on the relevant theories such as industry chain and other related theories, this paper uses the literature analysis method, which is the most effective method to improve the core competitiveness of various industries and enterprises. Participation observation, statistical analysis and other research methods to study the competitive strategy of small and medium online travel agents. The main contents of this study are as follows: first, the related concepts of online tourism are defined, and the research progress of online tourism at home and abroad is summarized. Secondly, the status quo of online tourism industry chain and the existence of competitive homogeneity are expounded. The causes of the above problems are analyzed from internal and external reasons, such as unclear development strategy, etc. After that, virtual value chain and enterprise chain are used to reconstruct the online tourism industry chain, and the thinking of reconstructing the online tourism industry chain is clarified. The online tourism industry chain has changed from one-to-one mode to one-to-many mode, and industry chain has changed from chain to net. Under the reconfiguration idea, the online tourism industry chain model has been reconstructed. Tourism product suppliers can directly obtain the demand feedback from tourism consumers. Online travel agents touch all potential tourists covered by the network, and tourism consumers interact with each other to make online travel decisions. Thirdly, according to the reconfiguration model of online tourism industry chain, the development strategies of small and medium-sized online travel agents are put forward. Including optimizing external development environment strategies, such as coordinating competition and cooperation, establishing cooperation alliance, upgrading hardware strategy, such as travel website, customer service system, deepening soft power strategy, such as building VIP customer service team, optimizing social media marketing. Taking Shenzhen Guangdong and Hong Kong International Travel Agency as an example, this paper expounds the current situation of its online tourism development, and analyzes the problems and reasons for its existing resources not being effectively allocated, and the development model being single, etc. According to the reconfiguration model of online tourism industry chain, the paper puts forward its competitive strategy in online tourism market, that is, hardware upgrade strategy, such as strengthening its own independent website construction, optimizing customer service system, branding strategy, such as focusing on soft marketing; Focus on strategies, such as according to different stages of the tourism market hot spots, with accurate thematic tourism to expand the share of tourism market transactions.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F724.6

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