国内在线旅游业竞争发展的战略研究
发布时间：2018-11-25 22:26
【摘要】：随着经济、互联网的迅速发展和新技术的运用,旅游市场将保持快速的增长,旅游需求的增长使在线旅游成为了旅游营销的重要手段。从全球旅游市场的发展趋势看,在线旅游业已经逐步成为了一个新兴的产业。在线旅游产品衍生出机票、酒店、商旅等形式多样的旅游产品。目前,在线旅游的商业模式呈现出多元化、差异化的势头,已经形成了完整的上下游产业链,各企业在竞争中持续变革,行业将呈现各模式的竞合形态。随着国务院批准发布了《国民旅游休闲纲要》,提出建立与小康社会相适应的现代国民旅游休闲体系,旅游行业长期利好。旅游市场不断扩大以及旅游业在线渗透率的不断提升,对行业竞争环境的解析,探讨发展策略,研究在线旅游市场的现状和发展趋势,对促进中国旅游行业的发展十分必要。 本文结合我国在线旅游企业的竞争发展现状,借鉴国内外相关的研究成果,研究在线旅游企业所处的产业环境及企业的竞争优势,找到定位,对国内在线旅游市场进行预测,寻找实现目标的途径。构建在线旅游的“五力模型”,通过对上游供应商、平台运营商、信息渠道商和在线代理商的分析,判断行业的发展态势,并着重论述了在线旅游企业的竞争战略形式及战略实施状况,力图找到行业发展机会和发展困境,探索行业发展规律。文中还对携程旅行网的发展现状进行了研究,剖析了现阶段的困境和优势,对其战略转型提出了建议,可为其他在线旅游企业所借鉴。
[Abstract]:With the rapid development of economy, Internet and the application of new technology, the tourism market will maintain a rapid growth, the growth of tourism demand makes online tourism become an important means of tourism marketing. From the development trend of the global tourism market, online tourism has gradually become a new industry. Online tourism products derived from air tickets, hotels, business travel and other forms of tourism products. At present, the business model of online tourism presents the trend of diversification and differentiation, which has formed a complete upstream and downstream industrial chain. With the approval of the State Council to issue the outline of National Tourism Leisure, it is proposed to establish a modern national tourism leisure system adapted to a well-off society, and the tourism industry will be good for a long time. The continuous expansion of the tourism market and the continuous improvement of the online penetration of tourism, the analysis of the competitive environment of the industry, the discussion of the development strategy, the study of the current situation and the development trend of the online tourism market are very necessary to promote the development of the tourism industry in China. Based on the current situation of competition and development of China's online tourism enterprises, this paper studies the industrial environment and competitive advantages of online tourism enterprises, and forecasts the domestic online tourism market. Look for ways to achieve your goals. The "five forces model" of online tourism is constructed to judge the development trend of the industry through the analysis of upstream suppliers, platform operators, information channel operators and online agents. The paper emphatically discusses the competition strategy form and strategy implementation of online tourism enterprises, tries to find out the development opportunities and difficulties of the industry, and explores the development law of the industry. This paper also studies the current situation of Ctrip travel network, analyzes the difficulties and advantages of the current stage, and puts forward some suggestions for its strategic transformation, which can be used for reference by other online tourism enterprises.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
本文编号：2357547
[Abstract]:With the rapid development of economy, Internet and the application of new technology, the tourism market will maintain a rapid growth, the growth of tourism demand makes online tourism become an important means of tourism marketing. From the development trend of the global tourism market, online tourism has gradually become a new industry. Online tourism products derived from air tickets, hotels, business travel and other forms of tourism products. At present, the business model of online tourism presents the trend of diversification and differentiation, which has formed a complete upstream and downstream industrial chain. With the approval of the State Council to issue the outline of National Tourism Leisure, it is proposed to establish a modern national tourism leisure system adapted to a well-off society, and the tourism industry will be good for a long time. The continuous expansion of the tourism market and the continuous improvement of the online penetration of tourism, the analysis of the competitive environment of the industry, the discussion of the development strategy, the study of the current situation and the development trend of the online tourism market are very necessary to promote the development of the tourism industry in China. Based on the current situation of competition and development of China's online tourism enterprises, this paper studies the industrial environment and competitive advantages of online tourism enterprises, and forecasts the domestic online tourism market. Look for ways to achieve your goals. The "five forces model" of online tourism is constructed to judge the development trend of the industry through the analysis of upstream suppliers, platform operators, information channel operators and online agents. The paper emphatically discusses the competition strategy form and strategy implementation of online tourism enterprises, tries to find out the development opportunities and difficulties of the industry, and explores the development law of the industry. This paper also studies the current situation of Ctrip travel network, analyzes the difficulties and advantages of the current stage, and puts forward some suggestions for its strategic transformation, which can be used for reference by other online tourism enterprises.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
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