基于SCP范式的武汉市旅行社业发展研究

发布时间：2018-12-08 13:11

【摘要】：当前,随着中国深化改革和经济转型、扩大内需战略的进一步推进,旅游产品作为居民除了基本消费以外闲暇消费的龙头产品,为旅行社业的向前发展提供了广阔的市场。武汉市作为我国中部地区的特大城市,以其丰富的自然资源和大量的旅游资源,优越的地理区位条件和深厚的人文底蕴吸引着越来越多的游客前来旅游观光。近年来,武汉市旅行社业在全国旅行社业进一步向前发展的形势下也不断完善自身体制,发展态势是总体运营稳中有进,但在发展过程中也遇到了诸多问题。本文运用SCP范式,结合武汉市旅游局提供的大量可靠信息,对武汉市旅行社业的市场结构、市场行为、市场绩效目前的状况进行研究和探讨。首先,本文选取了武汉市旅行社业行业竞争中的市场集中度、产品差异化程度、进入和退出壁垒三个指标,通过整理分析了武汉市旅行社业的市场结构。研究表明,市场集中度低、产品差异化不明显,进入和退出壁垒“双低”是武汉市旅行社业的市场结构现状和特点的体现；其次,本文选取了武汉市旅行社业行业竞争中的价格行为、促销行为、产品创新程度三个指标分析了武汉市旅行社业的市场行为。研究表明,价格战问题日益突出、产品促销方式单一、产品创新程度有待加强是武汉市旅行社业的市场行为现状和特点的体现；再次,本文选取了武汉市旅行社业行业竞争中的接待人数、利润指标和市场满意度三个指标分析了武汉市旅行社业的市场绩效。研究表明,旅行社业的相对接待人数在武汉市旅游总人数中所占的比例较低,利润不高甚至出现负利润,旅行社投诉集中是武汉市旅行社业市场绩效现状和特点的体现。最后,本文就武汉至旅行社也存在的问题提出了一些建议。
[Abstract]:At present, with the deepening of China's reform and economic transformation and the further promotion of the strategy of expanding domestic demand, tourism products, as the leading products for residents' leisure consumption other than basic consumption, provide a broad market for the development of travel agency industry. As a mega-city in the central part of China, Wuhan attracts more and more tourists for its rich natural resources and tourism resources, superior geographical location conditions and profound cultural heritage. In recent years, Wuhan travel agency industry in the situation of further development of the national travel agency industry also constantly improve its own system, the development situation is the overall operation steady progress, but in the process of development also encountered many problems. Based on the SCP paradigm and a large amount of reliable information provided by Wuhan Tourism Bureau, this paper studies and discusses the current situation of the market structure, market behavior and market performance of Wuhan travel agency industry. Firstly, this paper selects three indexes of market concentration, product differentiation, entry and exit barriers in the competition of Wuhan travel agency industry, and analyzes the market structure of Wuhan travel agency industry through sorting out. The research shows that the market concentration is low, the product differentiation is not obvious, and the entry and exit barriers are the embodiment of the present situation and characteristics of the market structure of Wuhan travel agency industry. Secondly, this paper analyzes the market behavior of Wuhan travel agency industry by selecting three indexes of price behavior, promotion behavior and product innovation degree in the competition of Wuhan travel agency industry. The research shows that the price war problem is more and more prominent, the product promotion mode is single, the degree of product innovation needs to be strengthened, which is the embodiment of the present situation and characteristics of the market behavior of Wuhan travel agency industry. Thirdly, this paper analyzes the market performance of Wuhan travel agency industry by selecting the number of visitors, profit index and market satisfaction index in the competition of Wuhan travel agency industry. The study shows that the relative number of tourists in the travel agency industry accounts for a low proportion of the total number of tourists in Wuhan, and the profit is not high or even negative. The concentration of travel agency complaints is the embodiment of the present situation and characteristics of the market performance of the travel agency industry in Wuhan. Finally, this paper puts forward some suggestions on the problems of Wuhan to travel agency.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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