上海天予国际旅行社企业发展战略研究

发布时间：2018-03-07 20:10

本文选题：天予旅行社　切入点：发展战略　出处：《上海交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：伴随着中国经济发展与繁荣,旅游业作为国家政策鼓励支持的低碳环保的朝阳产业,近十年来市场规模快速增长。旅游业在城市经济发展中的产业地位逐步增强,对经济的拉动性、社会就业的带动力以及对文化与环境的促进作用日益显现。与此同时,旅游行业的竞争强度也迅速上升,许多旅行社都感受到了危机与挑战。对于旅游行业中数量占绝大多数的中小旅行社而言,更是面临企业规模、渠道建设、品牌价值、人才贮备等方面的挑战。这些挑战使得中小旅行社在现有的行业格局中处于不利地位。在这样的环境中,如何谋生存、求发展,是许多旅行社遇到的关键问题。一招一式地在某些方面做出努力和改进,是解决问题的一种策略;但要从长远的视角系统地谋求解决企业的生存与发展问题,需要从企业发展战略的角度进行全局性的分析,并提出解决问题的策略。本文的研究对象是笔者参与创立的上海天予国际旅行社有限公司。这是一个典型的中小型旅行社,目前出现了利润率下降、业务量明显下滑、市场定位不清、人员配备及资金投入不足、缺乏战略规划等问题。因此,本文对该旅行社的发展战略进行了系统的分析,并制定了一系列战略决策。具体地,本文按照从宏观到微观、从外部到内部的分析顺序,运用PESTEL分析、波特五力模型等分析工具,结合SWOT战略态势矩阵、SPACE战略评价矩阵、QSPM定量战略计划矩阵等工具的系统分析,明确提出上海天予国旅未来应采用市场开发、新产品研发及市场渗透的总体战略,并提出了相应的战略实施策略。本文的目标在于,通过分析研究上海天予国旅的企业发展战略,层层剖析企业经营管理存在的问题,理清企业发展思路,制定有实效的未来发展战略,指导企业在机遇与挑战并存的旅游市场中,明确自身的目标和市场选择,建立自己的竞争优势,以期走上快速、健康的发展之道路。因此,本文的研究结果对上海天予国旅的未来发展具有重要的指导意义。
[Abstract]:With the development and prosperity of China's economy, tourism, as a low-carbon and environment-friendly sunrise industry encouraged by national policies, has grown rapidly in market size in the past ten years. The industrial status of tourism in urban economic development has gradually increased. The economic pull, the driving force of social employment and the promotion of culture and environment are becoming increasingly apparent. At the same time, the intensity of competition in the tourism industry is also rising rapidly. Many travel agencies have felt the crisis and challenge. For the small and medium-sized travel agencies, which account for the vast majority of the tourism industry, they are faced with enterprise size, channel construction, and brand value. Challenges in terms of talent reserve and so on. These challenges put small and medium-sized travel agencies at a disadvantage in the existing industry pattern. In such an environment, how to survive and develop, It is the key problem that many travel agencies meet. It is a strategy to solve the problem by making efforts and improvement in some aspects, but we should seek to solve the problem of survival and development of enterprises systematically from a long-term perspective. It is necessary to analyze the whole situation from the angle of enterprise development strategy and put forward the strategy to solve the problem. The research object of this paper is Shanghai Tianyu International Travel Agency Co., Ltd., which is a typical small and medium-sized travel agency. At present, there are some problems, such as the decline of profit rate, the obvious decline in business volume, the unclear market position, the shortage of personnel and capital investment, the lack of strategic planning, etc. Therefore, this paper makes a systematic analysis of the development strategy of the travel agency. And a series of strategic decisions have been made. Specifically, according to the order of analysis from macro to micro, from outside to inside, this paper applies PESTEL analysis, Porter's five-force model and other analytical tools. Based on the systematic analysis of SWOT strategic situation matrix and space strategic evaluation matrix and QSPM quantitative strategic planning matrix, the overall strategy of market development, new product development and market penetration should be adopted by Shanghai Tianyu CTS in the future. The aim of this paper is to analyze the enterprise development strategy of Shanghai Tianyu National Travel Service, analyze the problems existing in enterprise management, and clarify the thinking of enterprise development. To formulate effective future development strategies, guide enterprises to make clear their own goals and market choices in the tourism market where opportunities and challenges coexist, and to establish their own competitive advantages in order to embark on a rapid and healthy development path. The results of this paper have important guiding significance for the future development of Shanghai Tianyu China Travel Service.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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