我国旅行社出境游商业模式研究

发布时间：2019-06-25 15:15

【摘要】：20世纪九十年代,互联网经济的飞速发展使商业模式的概念越来越多的被学者们提及,也逐渐从概括性理论应用到旅行社的应用研究中。商业模式是旅行社运作的生存和发展基础,包含了企业产品、服务以及信息流等部分。随着我国经济的飞速发展,旅游市场机制的不断完善,选择出境旅游方式的旅游者逐年增加,出境游市场也越来越受到旅游企业的重视。但目前我国旅行社出境旅游产品同质化、缺乏个性化,已不能满足客户市场的需求,加之外企的逐渐进入对我国旅行社出境游发展构成严重的威胁。本文通过梳理国内外相关研究文献,分析商业模式、商业模式创新、旅行社出境游商业模式的概念,分析影响我国旅行社出境游商业模式的要素。从企业运营、企业盈利、旅行社产业链三个角度对旅行社出境游现有商业模式进行分类归纳,并分别结合相关案例指出其商业模式存在的问题,以及优劣势评价。以“腾邦国际”作为综合案例进行实证研究,分析其成功从传统旅行社向O2O转型的路径及目前使用商业模式。最后结合我国旅行社出境游商业模式存在的问题以及成功转型案例经验,针对性提出了旅行社商业模式提升对策,即旅行社必须在整合上下游资源、企业运营管理、出境旅游产品开发、服务规范等方面必须做出进一步的完善和升级,来迎接我国出境游人数井喷的大好形势,同时提高抵御外企的竞争力。论文研究内容包括以下部分:第1部分:介绍论文研究背景,指出研究目标,并对国内外相关研究成果进行分析,确定研究意义。第2部分:解释相关概念和分析相关理论,为论文写作奠定理论基础;根据客户需求以及旅游产品两个方面分析影响我国旅行社出境游商业模式的要素,为研究我国旅行社出境游商业模式、优劣势等问题提供理论支持。第3部分:从企业运营、企业盈利、旅行社产业链三个角度区分旅行社出境游商业模式,结合相关案例指出其存在的问题,对各类商业模式的优劣势进行对比分析。第4部分:实证研究“腾邦国际”成功从传统旅行社转向O2O模式的路径及其商业模式。第5部分:分析我国出境游面临的新形势,结合各类商业模式存在的问题,并吸取成功案例商业模式的优点,提出我国出境游商业模式的创新和提升的路径。
[Abstract]:In the 1990 's, the rapid development of the Internet economy has made the concept of the business model more and more to be mentioned by the scholars, and also gradually applied from the general theory to the application research of the travel agency. The business model is the base of the existence and development of the operation of the travel agency, including the enterprise products, services, information flow and other parts. With the rapid development of our country's economy and the continuous improvement of the tourism market mechanism, the number of tourists who choose to travel abroad is increasing year by year, and the market for outbound travel is becoming more and more important to the tourism enterprises. However, at present, China's travel agency's outbound travel products are of the same quality, the lack of individuation, has not met the demand of the customer market, and the gradual entry of the foreign enterprise constitutes a serious threat to the development of the travel agent of our country. By combing the relevant research literature at home and abroad, the paper analyzes the concept of business model, business model innovation and travel agency's business model, and analyzes the factors that affect the business model of the travel agency of our country. From the three aspects of enterprise operation, enterprise profit and travel agency industry chain, the current business model of the travel agency is classified and summarized, and the problems of the business model and the evaluation of the advantages and disadvantages are pointed out in connection with the relevant cases, respectively. The paper makes an empirical study of the "Tengzhou International" as a comprehensive case, and analyzes the path of successful transition from the traditional travel agent to the O2O and the current business model. Finally, combining with the problems of the business model of the travel agent of our country and the experience of successful transformation, the paper puts forward the countermeasures of the business model of the travel agency, that is, the travel agent must develop the product of the upstream and downstream resources, the operation and management of the enterprise and the outbound tourism product. The service specification and other aspects must be further improved and upgraded to meet the well-well-out situation of the number of outbound tourists in our country, and to improve the competitiveness of foreign enterprises. The research content of the thesis includes the following parts: Part 1: The background of the research of the paper is introduced, the research object is pointed out, and the relevant research results at home and abroad are analyzed and the significance of the research is determined. Part 2: Explain the relevant concepts and analyze the relevant theories, and lay a theoretical foundation for the thesis writing; according to the customer demand and the two aspects of the tourism product, the paper analyzes the factors that affect the business model of the travel agent of our country, and in order to study the business model of the travel agent of our country, Theoretical support is provided to the problems such as the superiority and disadvantage. Part 3: The business model of travel agency is distinguished from the three aspects of enterprise operation, enterprise profit and travel agency industry chain, and the existing problems are pointed out in combination with relevant cases, and the superiority and disadvantage of all kinds of business models are compared and analyzed. Part 4: The empirical research "Tengzhou International" has successfully changed from the traditional travel agent to the O2O mode and its business model. Part 5: To analyze the new situation of our country's outbound travel, combine the existing problems of all kinds of business models, and draw on the advantages of the successful case business model, and put forward the innovative and improved path of our country's outbound travel business model.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.6

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