基于产业链视角的旅游企业竞争优势研究

发布时间：2018-04-03 16:28

本文选题：产业链　切入点：旅游企业　出处：《中国海洋大学》2013年硕士论文

【摘要】：当前，休闲与工作的意识已然深入地影响着现代人的生活方式。外出旅游已经十分普遍，成为了人们生活工作必不可少的一部分。旅游需求的旺盛带动了旅游供给水平的提高。这些年，我国的旅游企业在数量上急剧的膨胀，形成了一个完全竞争的市场。伴随着人们在旅游产品和服务选择与消费上的不断成熟，同时面对着行业内部趋于白热化的竞争和业已微薄的行业利润，在不久的将来我国的旅游企业会经历一次大的重新洗牌。旅游企业的数量、规模以及其经营方式都将发生极大的变化。要经受住行业变革的洗礼，旅游企业在变化之先，从现在开始就应该思考转变视角，调整竞争战略，构建竞争优势，争取担当行业变革的领跑者。对于旅游企业竞争优势的研究，近年来国外的学者通常是依托于特定的旅游目的地来界定其概念，构建竞争力模型和评价指标，综合运用定性与定量的方法来进行研究。国内的学者对旅游企业竞争优势的研究则通常选取典型的旅游企业，利用反映旅游企业竞争结果的显性指标对其竞争优势的塑造情况进行实证的评价，然后从企业内部运营的角度对该分析结果加以解释并提出相应的对策与措施。目前为止，很少有学者从产业链的视角来研究旅游企业竞争优势的塑造。结构性竞争时代的到来，使得单点企业的竞争优势不复存在。处于这种竞争状态之中，旅游企业可以从产业链的视角，通过前后向的关联以及水平的整合来构筑自身整体稳固的竞争优势。本文在前人研究的基础上，基于产业链的视角，并结合价值链的理论，来探讨旅游企业的竞争优势塑造。本文的研究思路是从产业链的角度，来构建旅游企业的竞争优势来源系统，在前人研究的基础上建立评价指标体系，将评价内容分为行业地位和企业运营两个部分，选用揭示旅游企业市场竞争结果的显性指标数据构成了评价指标体系，然后选取产业链整合作用较强的上市旅游企业作为研究对象，运用因子分析的方法对其竞争优势进行评价，最后基于前面从产业链视角构建的旅游企业竞争优势来源系统来对评价结果进行解释，揭示旅游企业市场竞争结果深层次的原因，并提出旅游企业塑造竞争优势的措施与途径。具体来说，本文分成了七个部分。第一部分交代了本文的研究背景，研究目的和研究意义，并将国内外旅游企业竞争优势的相关研究进行了梳理，在此基础上提出本文的研究思路和研究方法，绘出本文研究的技术路线。第二部分通过梳理前人对旅游业、旅游产业链以及竞争优势的定义，尝试地界定了旅游企业竞争优势的概念；对文内所用到的产业链理论、价值链理论以及竞争优势理论进行了阐述。第三部分概述了我国当前旅游产业链的运营状况。我国旅游业规模不断扩张，旅游酒店、旅游景区和旅行社等企业无论在数量上还是规模上都有增长，但是整合程度低，竞争激烈。第四部分基于产业链的视角，并运用价值链分析工具，从外部宏观环境、产业关联和企业内部运营三个方面详述了旅游企业竞争优势的来源系统。第五部分构建旅游企业竞争优势评价指标体系并介绍评价方法。在学者研究的基础上，将评价内容分为行业地位和企业运营两大部分，选取显示旅游企业市场竞争结果的测量指标构成了评价指标体系；介绍了因子分析方法的模型、原理以及评价步骤。第六部分选取旅游上市公司为实证研究对象，运用因子分析的方法对其竞争优势塑造的现状进行了评价，发现当前我国旅游企业中，表现最好的是综合类旅游企业，其次是旅游景区类，，最后是旅游酒店。其中，华侨城的竞争优势综合得分远高于其它企业，位居第一名，于是进一步解释华侨城市场竞争表现优异的深层次产业链及内部运营方面的原因。第七部分提出旅游企业塑造竞争优势的措施与途径，指出论文的不足之处。
[Abstract]:At present, leisure and work consciousness is deeply affecting the modern way of life. Travel is very popular, has become an essential part of people's life and work. The strong demand for travel to the level of tourism supply increased. These years, China's tourism enterprises in the number of rapid expansion, the formation of a fully competitive market. Along with the people in the tourism products and services and consumption continues to mature, while facing the industry intense competitionand meager profit in the near future, China's tourism enterprises will experience a major reshuffle. The number of tourism enterprises, scale and the mode of operation will be radically changed. To withstand the industry changes the baptism of tourism enterprises in the change of the first, from now on should be thinking of changing perspective, adjust the competitive strategy. Build competitive advantages and strive to be the leader of the industry change.
Study on competitive advantage of tourism enterprises in recent years, foreign scholars usually rely on a specific tourist destination to define its concept, model and construct the competitiveness evaluation index, combined qualitative and quantitative methods to study. Research on tourism enterprise competitive advantage of the domestic scholars usually select typical tourism enterprises the empirical evaluation using dominant index to reflect the results of shaping the competition of tourist enterprises on their competitive advantage, and then from the perspective of the enterprise internal operation analysis results are explained and put forward the corresponding countermeasures and measures. So far, there are few scholars shaping from the industrial chain perspective to study the competitive advantage of tourism enterprises. Structural competition the arrival of the era, which does not exist a single point of the competitive advantage of enterprises. In this competition, tourism enterprises from the perspective of industrial chain, Through the forward and backward correlation and the integration of the level to build a solid and solid competitive advantage.
In this paper, on the basis of previous studies, from the perspective of industry chain, and combining the value chain theory, to explore the tourism competitive advantage building. The idea of this paper is from the perspective of the industrial chain, to build competitive advantage system of tourism enterprises, the establishment of evaluation index system on the basis of previous research, evaluation the content is divided into two parts: the status of the industry and enterprise operation, selection of tourism market competition results reveal the dominant index data constitute the evaluation index system, and then select the integration of industrial chain of listed tourism enterprises as strong as the research object, using the factor analysis method to evaluate the source of competitive advantage, competitive advantage based on the front system from the perspective of the construction of the industrial chain of tourism enterprises to explain the evaluation results, the tourism market competition results reveal the causes deeply, and put forward tourism The measures and ways for enterprises to shape competitive advantages are divided into seven parts.
The first part describes the research background, purpose and significance of the research, and combs the related research of competitive advantages of tourism enterprises both at home and abroad. Based on that, the research ideas and research methods of this paper are put forward, and the technical route of this study is drawn.
The second part tries to define the concept of competitive advantage of tourism enterprises by combing the definition of tourism industry, tourism industry chain and competitive advantage, and expounds the theory of industrial chain, the theory of value chain and the theory of competitive advantage.
The third part summarizes the operation status of China's tourism industry chain. With the continuous expansion of tourism industry scale, the number of Turisthotellet, tourist attractions and travel agencies has increased in number and scale, but the degree of integration is low and competition is fierce.
The fourth part, based on the perspective of industrial chain, and using the value chain analysis tool, detailing the competitive advantage of tourism enterprises from three aspects: external macro environment, industrial linkage and internal operation.
The construction of tourism enterprise competitive advantage evaluation index system and the evaluation method was introduced. The fifth part on the basis of previous studies, the evaluation content is divided into two parts the status of industry and enterprise operation, selection of measurement indicators showed that the tourism market competition results of the evaluation index system; introduces the method of factor analysis model, principle and evaluation steps.
The sixth part of the selection of tourism listed companies as the research object, using the method of factor analysis to the shape of the status quo of its competitive advantage was evaluated and found that the current tourism enterprises in China, is the best performance of comprehensive tourism enterprises, followed by tourism scenic spot and the last is the Turisthotellet. Among them, the comprehensive score of competitive advantage of overseas Chinese town far than that of other enterprises, ranked first, then further explain Chinese city competition performance of deep industry chain and internal operational aspects of the causes of the excellent.
The seventh part puts forward the measures and ways for the tourism enterprises to shape the competitive advantage, and points out the shortcomings of the paper.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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