青岛旅游商品供给分析与发展路径研究

发布时间：2018-02-25 20:03

本文关键词： 旅游商品供给青岛市旅游商品路径优化　出处：《中国海洋大学》2012年硕士论文　论文类型：学位论文

【摘要】：旅游业作为二战后的新兴产业，在短时间内成为增长速度最快、全球规模最大、可持续发展最强的产业之一。我国改革开放三十多年来，旅游业不仅自身发展迅速，还强有力地带动了相关产业及旅游目的地的迅速发展。但中国旅游业30多年发展状况表明，旅游购物一直是旅游产业中的薄弱环节，据世界旅游组织的统计表明，旅游业发达的国家其旅游购物收入可达旅游总收入的40%一50%。而我国仅为20%左右，旅游商品问题也已引起国内学者和专家的重视。旅游商品企业竞争伴随着旅游业的发展正在加剧。旅游商品供给、销售企业作为旅游产业链中重要的一环，其发展健康与否直接影响了整个旅游业的发展。而现阶段大多旅游商品企业规模较小，经营管理不规范，所设计、生产、销售的旅游商品无法满足游客多样化和个性化的需求。因此，研究如何促使旅游商品企业合理、健康、有序的发展是一个有意义的课题。本课题从旅游商品供给方入手，分析旅游商品发展现状和旅游商品企业外部环境及其价值链，，根据相关调研，寻找优化旅游商品供给的路径，为旅游商品企业经营发展探索新的思路和模式。文章正文第一章阐述了旅游商品发展背景、相关文献综述、研究思路和方法，在充分搜集国内外相关文献的基础上，展开理论分析；第二章基于对前人的总结，对旅游商品尤其是旅游纪念品展开较为详细的概念阐述和列表分类，同时阐述了价值链理论、顾客行为和满意度理论；文章第三部分通过需求看供给，笔者通过资料搜集和实际调研，对青岛市旅游商品的种类、价格、特点、品牌进行总结分析，并对青岛市旅游商品需求市场展开实际调研，通过问卷调查分析现阶段青岛市旅游商品市场存在问题；第四部分对青岛市旅游商品供给市场的外部环境加以介绍；第五部分通过运用深度访谈法对青岛市部分旅游商品企业展开实际调研，总结出青岛市旅游商品企业组织模式、从研发、生产、销售、服务四个角度剖析旅游商品供给企业价值链，同时分析了旅游商品产业链中个企业之间的存在的关系和问题；并根据以上理论和实际调研在第六部分中提出了优化青岛市旅游商品供给企业价值链和发展模式的方案。本文在写作过程中，运用了理论研究、实地调研、问卷调查和深度访谈等多种研究方法，力求论证的严谨性和科学性，希望通过对青岛市旅游商品供给市场的研究，能引起旅游商品供给企业重视，促进其结合自身实际情况和所遇到的问题，正确认识青岛市旅游商品供给和需求现状，高度重视问题的解决，完善自身价值链，从根本上推进旅游商品行业的发展。
[Abstract]:Tourism, as a new industry after World War II, has become one of the fastest growing industries in a short period of time, the largest in the world and the strongest in sustainable development. Since the reform and opening up to the outside world for more than 30 years, tourism has not only developed rapidly. It also strongly drives the rapid development of related industries and tourist destinations. However, the development of tourism in China for more than 30 years shows that tourism shopping has always been a weak link in the tourism industry. According to the statistics of the World Tourism Organization, The tourism shopping income of developed countries can reach 40% to 50 percent of the total tourism income, but only about 20% in our country. The problem of tourism commodities has also attracted the attention of domestic scholars and experts. With the development of tourism industry, the competition of tourism commodity enterprises is becoming more and more intense. As an important part of the tourism industry chain, the supply of tourism commodities and the sales enterprises are the important parts of the tourism industry chain. Whether its development is healthy or not has a direct impact on the development of the whole tourism industry. However, at this stage, most tourism commodity enterprises are relatively small in scale, irregular in operation and management, designed and produced. Therefore, it is a meaningful task to study how to promote the rational, healthy and orderly development of tourism commodity enterprises. This paper analyzes the present situation of tourism commodity development and the external environment and value chain of tourism commodity enterprises, and according to the relevant research, finds out the way to optimize the supply of tourism commodities, and explores new ideas and models for the development of tourism commodity enterprises. The first chapter describes the background of tourism commodity development, related literature review, research ideas and methods, on the basis of the full collection of domestic and foreign relevant literature, theoretical analysis; the second chapter based on the previous summary, The concept and classification of tourism commodities, especially tourist souvenirs, are described in detail. At the same time, the theory of value chain, customer behavior and satisfaction are expounded. The author summarizes and analyzes the types, prices, characteristics and brands of tourism commodities in Qingdao through data collection and practical investigation, and carries out a practical investigation on the demand market for tourism commodities in Qingdao. This paper analyzes the existing problems in Qingdao tourism commodity market through questionnaire investigation, and introduces the external environment of Qingdao tourism commodity supply market in 4th. In the 5th part, by using the method of in-depth interview to carry out practical investigation on some tourism commodity enterprises in Qingdao, the author summarizes the organization mode of Qingdao tourism commodity enterprises, from research and development, production and sales. This paper analyzes the value chain of tourism commodity supply enterprises from four angles of service, and analyzes the relationship and problems among individual enterprises in the tourism commodity industry chain at the same time. According to the above theoretical and practical research in the 6th part of the optimization of tourism commodity supply enterprises in Qingdao value chain and development model. In the process of writing, this paper makes use of many research methods, such as theoretical research, field investigation, questionnaire investigation and in-depth interview, in order to demonstrate the rigor and scientificity of the demonstration, hoping to study the supply market of tourism commodities in Qingdao. It can arouse the attention of tourism commodity supply enterprises, promote them to understand the present situation of tourism commodity supply and demand in Qingdao, attach great importance to the solution of the problem, and perfect their own value chain. Fundamentally promote the development of tourism commodity industry.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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