基于网络视角的旅游目的地营销组织研究

发布时间：2018-03-31 12:49

本文选题：旅游目的地　切入点：目的地营销　出处：《武汉大学》2012年博士论文

【摘要】：随着旅游目的地之间的竞争日趋激烈，目的地营销成为旅游目的地应对市场竞争的有效工具。但是，在实践中，组织因素成为目的地营销活动的瓶颈问题，目的地众多的营销主体之间的营销活动散乱无序，缺乏整体性；在理论上，学术界对目的地营销组织问题关注不足。在相关的地方营销、城市营销领域，面临着类似的理论与实践困境。这些领域的营销活动超出了组织边界，涉及到组织间关系的治理与协同，在将营销基础理论应用到这些领域时，要考虑其营销组织问题。本研究从网络组织视角研究目的地营销组织问题，研究这种跨组织的营销活动不同营销主体之间关系的协调机制、营销网络的形成和发展过程及其结构形式。组织问题是目的地营销与企业营销的根本差异之处，反映了目的地营销的根本矛盾，即分散化的旅游供给与作为整体体验的需求之间的矛盾。市场、层级制及公共组织都不能解决目的地营销组织问题。网络组织作为一种市场和层级制之间的中间组织形式，是对市场的灵活性和企业的正规性进行的一种均衡，它比市场组织更稳定、比层级组织灵活，是解决目的地营销组织问题的基本思路。目的地营销组织包含众多旅游企业和非企业组织，内部关系复杂，旅游企业及其他组织之间相互依赖、经济关系和社会关系交织，实质就是一种网络组织。具体地说，目的地营销组织网络既是一种市场分工基础上的经济网络，也是一种社会文化基础上的社会网络，是交易关系和社会关系共同作用的结果，专业化分工、社会资本、集体学习和企业家精神是其基本驱动力量。目的地营销组织网络不会自动产生协同效应,而是通过包含层级制、市场机制和网络机制的多元化网络治理机制，防范“道德风险”、“搭便车”等机会主义行为。不同行为主体重复持续的交易关系，有利于目的地信任、共同规范及共同的商业文化、价值观等社会资本的形成、积累；这些社会资本进一步巩固成员之间长期的经济交易，二者之间相互作用、相互强化。目的地营销组织网络的结构不是单纯的目的地营销的利益相关者的构成，它体现为参与者网络结构、行动网络结构以及资源网络结构。参与者网络结构是是目的地营销主体及其排列方式；行动网络结构指参与者之间经济和社会交往行为所体现出的联结强度、密度和中心度；资源网络结构，表现为目的地营销网络所吸纳和利用的资源的数量、质量、类型及来源状况。目的地营销组织的网络结构影响营销网络系统的整体运作效率，参与者之间越是相互依赖，，互动越频繁，经济交换和社会交往越多，相互信任度越高，则整个营销组织网络的结构化程度越高，运作越有效。本研究具有一定的理论意义、实践意义，主要体现在：在网络组织理论与方法指导下，研究目的地营销组织网络形成与演化、目的地营销组织网络治理机制、目的地营销组织网络结构，构建起完整的目的地营销网络组织研究框架；对目的地营销组织的网络性质及其形成、演化过程与运作机制的分析，有助于目的地营销实践中发挥各营销主体的积极性，形成合作良好、关系密切、充满活力的目的地营销整体网络，有利于明确政府在目的地营销中的地位和作用。本研究采用文献综述、跨学科研究、分析与综合相结合等研究方法。通过阅读国内外专业期刊杂志、相关书籍等大量文献，广泛了解和分析国内外的相关研究的主要脉络、成就和不足，综合社会学、经济学及管理学等多学科网络组织理论提出目的地营销网络组织概念；在该概念基础上，展开分析目的地营销网络的形成、治理及结构，经历分析、综合、再分析的辩证思维过程。最后，将相关理论应用于我国目的地营销网络发展的分析，并总结本研究的研究结论，主要包括： 1、组织问题是目的地营销研究的核心问题，反映了目的地营销与企业营销的根本差异。 2、网络组织作为一种市场和层级制之间的中间组织形式，是对市场的灵活性和企业的正规性进行的一种均衡，是解决目的地营销组织问题的基本思路 3、目的地营销组织网络既是一种市场分工基础上的经济网络，也是一种社会文化基础上的社会网络，目的地营销组织是一种网络组织。 4、市场交易关系和社会关系共同推动，并相互促进，形成目的地营销组织网络，专业化分工、社会资本、集体学习和企业家精神是其基本驱动力量。 5、目的地营销组织网络是企业、市场及网络等多种机制形式的共生运作模式，网络机制是其特有机制。 6、目的地营销的网络结构反映目的地营销网络的组织化程度，构建具有更高自组织程度的“子网络”，有利于提高整个目的地营销网络的组织化程度。在理论研究基础上，分析了我国目的地营销组织网络的发展对策，提出了具有一定指导意义的政策建议。这些建议，主要有：将旅游定位为社会事业，完善目的地营销网络治理社会机制；挖掘社会资源，广泛调动社会参与的积极性，培养社会企业家精神；改革政府职能，加强旅游行业组织建设；促进旅游专业化分工，维护旅游市场竞争秩序。无论在理论上，还是实践上，都具有一定的创新价值。最后，指出了本研究在研究内容和研究方法上的不足，并相对应地提出了对未来研究方向的建议。
[Abstract]:With the competition between tourism destinations is becoming increasingly fierce, the effective tool of destination marketing become a tourist destination to respond to market competition. However, in practice, organizational factors become a bottleneck of destination marketing activities, many between destination marketing of the main marketing activities scattered disorder, lack of integrity; in theory, the academic circles the destination marketing organization problems in lack of attention. Relevant local marketing, city marketing, facing the dilemma of theory and practice. These areas like marketing activities beyond organizational boundaries, governance involves Inter Organizational Relationship and cooperation in marketing theory applied to the field, we should consider the marketing organization the problem in this research. From the Perspective of network organization of the destination marketing organization, the coordination mechanism between the marketing activities of different marketing subjects on this cross organizational marketing. The formation and development process of the network and its structure form.
Organization is a fundamental difference between destination marketing and marketing department, which reflects the fundamental contradiction of destination marketing, namely diversified tourism supply and demand as a whole experience conflict. Market, hierarchy and public organization can not solve the problem. The destination marketing organization network organization as an intermediate organization between the market and hierarchy, is a regular on the market equilibrium and the flexibility of enterprises are, it is more stable than the market organization, than the hierarchical organization is flexible, is a basic idea to solve the problem of the destination marketing organizations. Destination marketing organization includes many tourism enterprises and non enterprise organization, internal relations complex, interdependence tourism enterprises and other organizations, intertwined economic and social relations, in essence is a kind of network organization. Specifically, the destination network marketing organization is a kind of market On the basis of the network economy, is also a kind of social culture on the basis of the social network, is the common trade relations and social relations, specialization, social capital, collective learning and entrepreneurial spirit is the basic driving force. The destination network marketing organization will not automatically produce synergistic effect, but by including the hierarchy, market mechanism and network governance mechanism of diversified network, to prevent "moral hazard", "free rider" opportunism behavior. Different actors repeat continuous trading relations, conducive to the destination of trust, common norms and common business culture, the formation of values, such as the accumulation of social capital; the social capital further the consolidation of long-term economic transactions between the members, interaction between the two mutually reinforcing structure of network organization. Destination marketing is not only the destination marketing. A stakeholder, which manifests as participants in the network structure, network structure and network structure of action resources. Participants in the network structure is the destination marketing subject and its arrangement; action network structure refers to connection strength between participants reflect economic and social intercourse, density and centrality; network resource structure, the number of performance for the destination marketing network to absorb and make use of the resource quality, types and sources of the network structure. The destination marketing organization influence the overall operational efficiency of the marketing network system, the interdependence between participants interact more frequently, more economic exchange and social exchanges, mutual trust is high, then the degree of the whole structure network marketing organization is high, operation more effective.
Has certain theoretical significance, practical significance of this study, mainly reflected in: in the guidance of the theories and methods of network organization, study the destination network marketing organization formation and evolution, the destination marketing organization mechanism of network governance, destination network marketing organization structure, establish a complete marketing network to organize the research framework; network properties the destination marketing organization and its formation, evolution analysis and operation mechanism, actively help to play the marketing practice of marketing subject, the formation of good cooperation, close relationship, destination marketing network full of vitality, to make clear the status and role of government in destination marketing.
The literature review of this research, interdisciplinary research, analysis and comprehensive combination of research methods. By reading the domestic and foreign professional journals, books and other relevant literature, the main context of extensive understanding and analysis of the related research at home and abroad, achievements and shortcomings, comprehensive sociology, economics and management science theory of network organization the destination marketing concept in the concept of network organization; based on the analysis of the destination marketing network expansion form, and governance structure, experience analysis, comprehensive analysis, and the dialectical thinking process. Finally, analysis of the application of relevant theories on the development of marketing network in China to the destination, and summarizes the conclusions of this study. Including:
1, the organization problem is the core problem of the destination marketing research, which reflects the fundamental difference between the destination marketing and the enterprise marketing.
2, as a form of intermediate organization between market and hierarchical system, network organization is a balance between market flexibility and enterprise normality, and a basic train of thought for solving the problem of destination marketing organization.
3, destination marketing organization network is not only an economic network based on market division, but also a social network based on social culture. Destination marketing organization is a network organization.
4, market transactions and social relations promote and promote each other, forming a destination marketing organization network. Specialization, social capital, collective learning and entrepreneurship are the basic driving forces.
5, the network of destination marketing organization is the symbiotic operation mode of enterprises, market and network, and the network mechanism is its unique mechanism.
6, the network structure of destination marketing reflects the degree of organization of destination marketing network, and the construction of a sub network with higher self-organization degree will help improve the organization degree of the whole destination marketing network.
On the basis of theoretical research, analysis of the development of network organization in our country of destination marketing, put forward some guiding significance suggestions. These suggestions include: the orientation of tourism for social undertakings, to improve the destination marketing social network governance mechanism; mining social resources, mobilize the enthusiasm of social participation. The cultivation of social entrepreneurship; reform of government functions, strengthen the construction of tourism industry organization; promote tourism specialization, maintain the tourism market competition order. No matter in theory, or in practice, have certain innovation value.
Finally, the shortcomings of the research content and methods are pointed out, and some suggestions for future research are put forward.

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F274;F592.6

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