电子商务环境下传统旅行社价值链研究

发布时间：2018-04-14 00:00

本文选题：旅游电子商务 + 传统旅行社　；参考：《北京交通大学》2012年硕士论文

【摘要】：传统旅行社在旅游业的发展中扮演着不可或缺的角色,发挥着重要的作用。随着旅游电子商务的发展与广泛应用,传统旅行社行业受到了前所未有的冲击和挑战。以携程为代表的在线旅游中间商正迅速向传统旅行社行业渗透并挤压着其盈利空间,改变了传统旅行社的经营模式和产业价值链。面对市场竞争格局的演变,传统旅行社行业需要重构和组织价值链上的关键资源,以提高竞争优势并获得发展空间。本文从旅游电子商务的发展入手,应用价值链分析工具,运用了文献研究、理论推理、对比研究以及案例分析的方法,分析了传统旅行社内外部价值链构成,结合旅游电子商务对传统旅行社内外部价值链的影响,分析了传统旅行社的核心竞争力,从组织结构再造和业务流程重组、团队管理与人力资源提升、信息平台应用、企业文化塑造、产品设计与组合和客户关系管理等方面提出了传统旅行社内部价值链的竞争策略；以及传统旅行社在整合产业价值链关键资源、产业外企业合作、分销渠道整合和品牌优势打造等方面产业价值链的竞争策略,以期对电子商务环境下传统旅行社发展提供可借鉴的思路,并为传统旅行社突破小市场、融入大市场的开拓性实践提供初步的指导。
[Abstract]:Traditional travel agencies play an indispensable role and play an important role in the development of tourism.With the development and wide application of tourism electronic commerce, the traditional travel agency industry has received unprecedented impact and challenge.The online travel middleman, represented by Ctrip, is rapidly infiltrating and squeezing its profit space into the traditional travel agency industry, which has changed the management mode and industrial value chain of the traditional travel agency.In the face of the evolution of market competition, the traditional travel agency industry needs to restructure and organize the key resources in the value chain in order to improve the competitive advantage and obtain the development space.This paper begins with the development of tourism electronic commerce, applies value chain analysis tools, uses the methods of literature research, theoretical reasoning, contrast study and case analysis, and analyzes the internal and external value chain structure of traditional travel agencies.Combined with the impact of tourism electronic commerce on the internal and external value chain of traditional travel agencies, this paper analyzes the core competitiveness of traditional travel agencies, including organizational structure reengineering and business process reengineering, team management and human resource upgrading, and application of information platform.In the aspects of corporate culture shaping, product design and combination, customer relationship management and so on, this paper puts forward the competitive strategy of traditional travel agency's internal value chain, and the traditional travel agency's integration of the key resources of industrial value chain, the cooperation of off-industry enterprises, etc.The competitive strategies of the industrial value chain in the aspects of distribution channel integration and brand advantage building are expected to provide a reference for the development of traditional travel agencies under the environment of electronic commerce, and to break through the small market for traditional travel agencies.The pioneering practice of integrating into the large market provides preliminary guidance.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6

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