安徽朝霞旅行社发展战略研究

发布时间：2018-02-03 23:12

本文关键词： 旅行社 SWOT模型发展战略战略选择　出处：《合肥工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来，随着经济的快速发展，我国旅游业在其他产业的带动下，呈现迅速发展的态势。旅行社的发展机遇众多，但是挑战和威胁并存。尤其在旅行社数目不断增多，业务逐渐多样化的情况下，中小型旅行社该如何调整，，增强其竞争力，从而适应激烈的竞争，变得尤为重要。首先，要明确旅行社的发展方向，确定其使命，根据组织外部环境和内部条件设定企业的战略目标；再根据战略目标制定相应的运营、管理规划。由此可见，制定发展战略对提高旅行社整体竞争力是当前最紧迫的任务。但是，大多数中小型旅行社仍缺乏完善的战略规划，甚至有些旅行社从未制定过战略规划，仅仅注重经营策略，没有纵观全局的长远战略。针对这样的情况，结合旅行社发展需求，本文定位于为中小旅行社制定发展战略提供可行性参考，并以朝霞旅行社为例。本文通过对旅行社行业宏观环境、市场环境、竞争环境以及朝霞旅行社自身资源和能力的分析和研究，发现朝霞旅行社所处的安徽地区属于旅游资源丰富、旅游业蓬勃发展的地区，并且政治、经济等因素对旅游业的发展也非常有利，这为朝霞旅行社的发展提供了良好的外部机会。然而，朝霞旅行社所面临的竞争也尤为激烈，主要竞争者竞争力较强。因此，如何有效利用外部资源，抓住机会，在与众多竞争者的激烈竞争中保持领先地位变得极为重要。本文即在此前提下进行研究，从宏观到微观，从外部到内部，对朝霞旅行社进行全面分析，建立SWOT分析模型。并在此模型基础上加入层次分析法，使得定性分析与定量分析有机结合。最终，通过分析计算得到朝霞旅行社战略地图，并根据战略地图选择其发展战略。在战略选定的基础上，根据朝霞旅行社的实际情况，进行战略实施分析与战略匹配，最终将企业层的战略详细的落实于职能层，使企业策略更好的与发展战略相匹配，促进旅行社高效运营。通过本文对朝霞旅行社发展战略的探索研究，希望不仅能为朝霞旅行社解决现阶段实际问题，使朝霞旅行社在激烈的行业竞争中不但能快速适应，更能脱颖而出。同时，也希望能在战略选择与战略规划制定方面为其他类似企业提供一定的参考。
[Abstract]:In recent years, with the rapid development of the economy, the tourism industry of our country under the impetus of other industries, presents a rapid development situation, and there are many opportunities for the development of travel agencies. However, challenges and threats coexist. Especially when the number of travel agencies is increasing and the business is gradually diversifying, how should small and medium-sized travel agencies adjust to enhance their competitiveness and adapt to the fierce competition? First of all, it is necessary to clarify the direction of travel agency development, determine its mission, according to the external environment and internal conditions of the organization to set the strategic objectives of the enterprise; Then according to the strategic objectives to formulate the corresponding operation, management planning. It can be seen that the development strategy to improve the overall competitiveness of travel agencies is the most urgent task. Most of the small and medium-sized travel agencies still lack a sound strategic planning, even some travel agencies have never formulated a strategic plan, only pay attention to business strategy, and do not look at the overall situation of the long-term strategy. Combined with the development demand of travel agencies, this paper aims to provide a feasible reference for medium and small travel agencies to formulate development strategies, and take Chaoxia Travel Agency as an example. Through the analysis and research on the macro environment, market environment, competition environment and the resources and ability of Zhaoxia travel agency, this paper finds that the Anhui area of Chaoxia travel agency is rich in tourism resources. Tourism booming areas, and political, economic and other factors are also very conducive to the development of tourism, which provides a good external opportunity for the development of Zhaoxia Travel Service. Chaoxia travel agency is facing a particularly fierce competition, the main competitors are more competitive. Therefore, how to effectively use external resources, seize the opportunity. It is very important to maintain the leading position in the fierce competition with many competitors. This paper makes a comprehensive analysis of Chaoxia Travel Service from macro to micro, from outside to inside. The SWOT analysis model is established. On the basis of this model, AHP is added to combine qualitative analysis with quantitative analysis. Finally, the strategic map of Zhaoxia Travel Agency is obtained by analysis and calculation. And according to the strategic map to choose its development strategy. On the basis of strategic selection, according to the actual situation of Chaoxia travel agency, carry out strategy implementation analysis and strategy matching. Finally, the strategy of enterprise level is carried out in the function level in detail, which makes the enterprise strategy better match with the development strategy, and promotes the efficient operation of travel agency. Through the research on the development strategy of Chaoxia Travel Agency, it is hoped that it can not only solve the actual problems of Chaoxia Travel Agency at the present stage, but also make Chaoxia Travel Agency adapt to the fierce competition in the industry. At the same time, we hope to provide some reference for other similar enterprises in strategic choice and strategic planning.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6;F224

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