我国旅游企业O2O商业模式研究

发布时间：2018-04-11 04:17

本文选题：O2O + 旅游企业　；参考：《华中科技大学》2016年硕士论文

【摘要】：近年来,我国旅游行业快速发展,在线旅游网站的迅速崛起给传统旅行社带来了经营压力,行业竞争导致盈利能力降低,并且呈逐年下降的趋势。在线旅游网站具有价格便宜、服务区域广泛、搜索方便等优势,但同样面临运营成本较高、服务跟不上,无个性化定制等问题。旅游企业O2O商业模式是指旅游企业借助互联网的功能在线整合资源,推介旅游产品,促成和引导消费者线上完成交易,线下实现旅游消费体验,最终达到提高旅游企业知名度,开拓市场的目的,这种O2O模式已逐渐成为旅游行业电子商务发展的新方向。本论文是在分析传统旅行社和在线旅游网站经营模式的基础上提出了“旅游企业O2O创新商业模式”的研究。文章首先介绍了我国传统旅游企业的经营模式,以中国旅行社的经营模式为例,引出了传统旅游企业的危机和困难,以及未来的发展趋势;然后研究了在线旅游企业的实施O2O商业模式的必要性、可行性和在线平台的优势,具体而详细的分析了携程网和去哪儿网的发展现状、盈利模式、面临的挑战和问题;进而提出了旅游企业O2O的创新模式、框架和实施流程:加强O2O网络平台化建设、将客户变成用户、旅游产品和服务的标新立异、产业链上下游的合作营销、建立数据库;最后分析了旅游企业O2O商业模式的实施保障措施,包括营销推广问题、信用安全问题、商家联盟问题、专业性人才问题。通过上述研究,本论文所探讨的旅游企业O2O创新模式将为我国旅游企业未来的可持续发展提供较为有效的商业模式。
[Abstract]:In recent years, with the rapid development of tourism industry in China, the rapid rise of online tourism websites has brought business pressure to traditional travel agencies. The industry competition has led to a decline in profitability, and the trend is decreasing year by year.Online travel website has the advantages of cheap price, wide service area and convenient search, but it also faces the problems of high operating cost, service not keeping up, no personalized customization and so on.The O2O business model of tourism enterprises refers to the online integration of tourism enterprises with the functions of the Internet, the promotion of tourism products, the promotion and guidance of consumers to complete transactions online, the offline realization of tourism consumption experience, and the ultimate achievement of raising the visibility of tourism enterprises.In order to open up the market, this O-2O model has gradually become a new direction for the development of e-commerce in tourism industry.Based on the analysis of traditional travel agencies and online tourism websites, this paper puts forward the research of "O2O innovative business model of tourism enterprises".The article first introduces the management mode of the traditional tourism enterprises in China, taking the management mode of the Chinese travel agency as an example, leads to the crisis and difficulties of the traditional tourism enterprises, as well as the development trend in the future.Then it studies the necessity, feasibility and advantages of online tourism enterprises to implement O2O business model, and analyzes in detail the development status, profit model, challenges and problems of Ctrip net and where to go network;Furthermore, the paper puts forward the innovation mode, framework and implementation flow of O2O in tourism enterprises: strengthening the construction of O2O network platform, turning customers into users, innovating tourism products and services, cooperative marketing of upstream and downstream of industry chain, and establishing database;Finally, the paper analyzes the implementation of O2O business model of tourism enterprises, including marketing promotion, credit security, business alliance, professional personnel.Through the above research, the O2O innovation model of tourism enterprises discussed in this paper will provide a more effective business model for the sustainable development of tourism enterprises in China in the future.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F592.6

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