中国旅行社经营模式优化研究
发布时间：2018-10-29 11:06
【摘要】：中国旅行社和境外旅行社在经营管理的模式上存在很大的差异，中国旅行社的发展现状可以简单的概括为：在政府宏观政策因素的主导下，产业规模不断扩大，市场竞争日趋激烈，旅行社开始重视重视品牌效益、规模效益。我国旅行社的水平分工制约了市场机制的作用，制约了旅行社的创新，导致低层次的价格竞争和整体缺乏国际竞争力。外国旅行社的垂直分工决定了，世界知名旅行社的专业化、全球化、网络化、信息化的发展道路。外国旅行社在市场经济主导下的常规发展模式，垂直分工体系，品牌化经营战略，全球化经营布局已经基本完成，规模效益已经充分体现。通过中外旅行社各自的发展现状、发展方向、发展模式的总结和归纳，梳理出我国旅行社发展脉络及发展方向：提高市场化程度，减少宏观政策对旅行社经营模式的影响；引导旅游企业明确清晰的企业战略目标和战略定位；提高旅行社的品牌经营意识，，建立良好的品牌经营市场；积极鼓励旅行社进行旅游产品创新；依托网络信息化技术做好旅游电子商务。引导大型旅行社集团走纵向一体化的道路做好旅游产品供应商，引导有实力的大中型旅行社走横向一体化的道路成为旅游产品的批发商，引导我国中小旅行社走服务特色化或产品差异化的道路，通过连锁经营的模式成为旅游产品的零售商。
[Abstract]:There are great differences between Chinese travel agencies and foreign travel agencies in the mode of operation and management. The development situation of Chinese travel agencies can be summarized simply as follows: under the guidance of the government's macro-policy factors, the scale of the industry is constantly expanding. Market competition is becoming increasingly fierce, travel agencies began to attach importance to brand efficiency, economies of scale. The horizontal division of labor of travel agencies in China restricts the role of market mechanism, restricts the innovation of travel agencies, and leads to low level price competition and the overall lack of international competitiveness. The vertical division of labor of foreign travel agencies determines the development of the world famous travel agencies' specialization, globalization, networking and information. Foreign travel agencies under the market economy under the guidance of the conventional development model, vertical division of labor system, brand management strategy, the global business layout has been basically completed, economies of scale have been fully reflected. Through the summary and induction of the present situation, development direction and development mode of Chinese and foreign travel agencies, the author sorts out the developing context and developing direction of travel agencies in China: to improve the marketization degree and to reduce the influence of macro policies on the operation mode of travel agencies; Guide tourism enterprises to make clear strategic objectives and strategic positioning of enterprises; improve the brand management awareness of travel agencies, establish a good brand management market; actively encourage travel agencies to carry out tourism product innovation; Rely on network information technology to do a good job in tourism e-commerce. Leading large travel agency groups to take the road of vertical integration to become suppliers of tourism products, and leading powerful large and medium-sized travel agencies to take the road of horizontal integration to become wholesalers of tourism products, To guide the small and medium-sized travel agencies to take the road of service characteristics or product differentiation and become the retailers of tourism products through the mode of chain operation.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
本文编号：2297518
[Abstract]:There are great differences between Chinese travel agencies and foreign travel agencies in the mode of operation and management. The development situation of Chinese travel agencies can be summarized simply as follows: under the guidance of the government's macro-policy factors, the scale of the industry is constantly expanding. Market competition is becoming increasingly fierce, travel agencies began to attach importance to brand efficiency, economies of scale. The horizontal division of labor of travel agencies in China restricts the role of market mechanism, restricts the innovation of travel agencies, and leads to low level price competition and the overall lack of international competitiveness. The vertical division of labor of foreign travel agencies determines the development of the world famous travel agencies' specialization, globalization, networking and information. Foreign travel agencies under the market economy under the guidance of the conventional development model, vertical division of labor system, brand management strategy, the global business layout has been basically completed, economies of scale have been fully reflected. Through the summary and induction of the present situation, development direction and development mode of Chinese and foreign travel agencies, the author sorts out the developing context and developing direction of travel agencies in China: to improve the marketization degree and to reduce the influence of macro policies on the operation mode of travel agencies; Guide tourism enterprises to make clear strategic objectives and strategic positioning of enterprises; improve the brand management awareness of travel agencies, establish a good brand management market; actively encourage travel agencies to carry out tourism product innovation; Rely on network information technology to do a good job in tourism e-commerce. Leading large travel agency groups to take the road of vertical integration to become suppliers of tourism products, and leading powerful large and medium-sized travel agencies to take the road of horizontal integration to become wholesalers of tourism products, To guide the small and medium-sized travel agencies to take the road of service characteristics or product differentiation and become the retailers of tourism products through the mode of chain operation.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6
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相关期刊论文 前3条
1 杨骏;查方勇;;国内旅行社连锁经营战略模式研究[J];北方经贸;2011年03期
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3 钱颜文,孙林岩;对经营模式的分类研究[J];科学学与科学技术管理;2003年09期
本文编号：2297518
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