發(fā)布時(shí)間：2018-01-01 13:30

  本文關(guān)鍵詞：A旅行社競(jìng)爭(zhēng)策略研究　出處：《中國(guó)海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 競(jìng)爭(zhēng)策略 旅行社 差異化 戰(zhàn)略組合

【摘要】：隨著我國(guó)經(jīng)濟(jì)的健康快速發(fā)展，我國(guó)旅游業(yè)在完善的政策制度保障下、在需求旺盛的經(jīng)濟(jì)市場(chǎng)環(huán)境下，呈現(xiàn)出新一輪的快速發(fā)展態(tài)勢(shì)。進(jìn)入21世紀(jì)以來(lái)，整個(gè)旅游業(yè)環(huán)境時(shí)刻發(fā)生著變化，旅行社迎來(lái)了更多的發(fā)展機(jī)遇與威脅挑戰(zhàn)。尤其是我國(guó)中小旅行社，在近年來(lái)數(shù)目日益增多，成為支撐我國(guó)旅游業(yè)市場(chǎng)的新型主力。因此，中小旅行社如何在新的內(nèi)、外部環(huán)境下增強(qiáng)競(jìng)爭(zhēng)力，適應(yīng)市場(chǎng)經(jīng)濟(jì)發(fā)展確實(shí)顯得格外重要。從目前中小旅行社實(shí)際經(jīng)營(yíng)過(guò)程來(lái)看，大多數(shù)中小旅行社存在戰(zhàn)略目標(biāo)不明確、戰(zhàn)略規(guī)劃不完善、戰(zhàn)略選擇不清晰等問(wèn)題。所以，把中小旅行社的經(jīng)營(yíng)發(fā)展提升至戰(zhàn)略發(fā)展的角度，制定選擇競(jìng)爭(zhēng)策略規(guī)劃，才能夠真正實(shí)現(xiàn)穩(wěn)定長(zhǎng)遠(yuǎn)發(fā)展。綜上所述，，本文針對(duì)以上情況，以山東地區(qū)的A旅行社為例，著重探討研究了中小旅行社的競(jìng)爭(zhēng)策略。 本文運(yùn)用了文獻(xiàn)研究方法、案例分析方法、歸納法等研究方法，充分借鑒了國(guó)內(nèi)外文獻(xiàn)綜述參考資料，較為全面的掌握了有關(guān)競(jìng)爭(zhēng)策略理論、電子商務(wù)模式概述、旅行社發(fā)展綜述等理論依據(jù)，其次將案例分析貫穿始終，以中等規(guī)模的A旅行社為例，系統(tǒng)分析了A旅行社的內(nèi)外部環(huán)境、競(jìng)爭(zhēng)策略備選方案、戰(zhàn)略實(shí)施與戰(zhàn)略控制。 本文通過(guò)對(duì)A旅行社所面臨的內(nèi)、外部環(huán)境進(jìn)行研究分析，指明A旅行社身處良好的市場(chǎng)經(jīng)濟(jì)環(huán)境、寬松的政治法律環(huán)境、濃厚的社會(huì)文化環(huán)境，具備了較為有利的市場(chǎng)外部環(huán)境。與此同時(shí)，科學(xué)技術(shù)的迅猛發(fā)展，電子商務(wù)模式的推出，也使A旅行社在渠道營(yíng)銷、產(chǎn)品推廣、產(chǎn)品制作創(chuàng)新中面臨著新的挑戰(zhàn)與威脅。因此，本文通過(guò)SWOT分析，將優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、威脅等四種因素進(jìn)行不同組合，制定了適用于A旅行社發(fā)展的多種備選競(jìng)爭(zhēng)策略，以滿足A旅行社在不同的條件環(huán)境下，存在與此相適宜的競(jìng)爭(zhēng)策略相匹配。與此同時(shí)，進(jìn)一步歸納總結(jié)出A旅行社的核心競(jìng)爭(zhēng)策略與輔助競(jìng)爭(zhēng)策略，通過(guò)兩者的結(jié)合，實(shí)現(xiàn)旅行社的高效運(yùn)營(yíng)與戰(zhàn)略目標(biāo)的實(shí)現(xiàn)。通過(guò)研究分析，筆者認(rèn)為A旅行社適宜選擇滲透戰(zhàn)略為核心戰(zhàn)略，其中著重強(qiáng)調(diào)A旅行社要根據(jù)自身優(yōu)勢(shì)和市場(chǎng)環(huán)境實(shí)施差異化戰(zhàn)略，形成獨(dú)具特色的競(jìng)爭(zhēng)優(yōu)勢(shì)。同時(shí)要以維護(hù)戰(zhàn)略和參與戰(zhàn)略作為輔助戰(zhàn)略：維護(hù)戰(zhàn)略強(qiáng)調(diào)要保證現(xiàn)有成熟業(yè)務(wù)的利潤(rùn)與收入，在市場(chǎng)機(jī)會(huì)逐漸萎縮的情況下繼續(xù)為核心戰(zhàn)略提供資源支持；參與戰(zhàn)略強(qiáng)調(diào)企業(yè)可以選擇那些機(jī)會(huì)很明顯、但自身?xiàng)l件尚沒(méi)有優(yōu)勢(shì)的領(lǐng)域，利用剩余資源進(jìn)行試錯(cuò)性的市場(chǎng)參與，以此為將來(lái)的核心戰(zhàn)略提供儲(chǔ)備與支持。最后，結(jié)合A旅行社的實(shí)際戰(zhàn)略實(shí)施，對(duì)促進(jìn)A旅行社長(zhǎng)遠(yuǎn)健康發(fā)展，給予了客觀適宜的對(duì)策選擇。筆者指出A旅行社需要科學(xué)、創(chuàng)新的決策方略，要注重企業(yè)內(nèi)部結(jié)構(gòu)的優(yōu)化、注重關(guān)聯(lián)企業(yè)關(guān)系的優(yōu)化，但也應(yīng)重視以消費(fèi)驅(qū)動(dòng)的能力提升以及以創(chuàng)業(yè)精神為重的精神建設(shè)。
[Abstract]:With the rapid development of China's economic health, China's tourism industry in the policy guarantee system perfect, strong demand in the market economy environment, showing a trend of rapid development of a new round. Since twenty-first Century, changing the environment time of the whole tourism industry, travel agency development opportunities and threats to meet more challenges. Especially our country small and medium-sized travel agencies in recent years, the number is increasing, has become the main support of China's tourism market. Therefore, how to small and medium sized travel agencies in the new period, strengthen the competitiveness of the external environment, it is particularly important to adapt the market economy development. From the current medium and small travel agencies in the actual operating process, the majority of small and medium-sized travel agency strategic objectives are not clear, strategic planning is not perfect, strategic choice and other issues are not clear. So, the small and medium-sized travel agency business development to enhance the strategic development of business In order to achieve stable and long-term development, we must choose the competitive strategy plan. To sum up, in view of the above situation, taking the A travel agency in Shandong area as an example, this paper focuses on the competitive strategies of small and medium-sized travel agencies.
This paper uses literature research method, case analysis method, inductive method, making use of literature reference, more comprehensive grasp of the relevant competitive strategy theory, an overview of e-commerce mode, the travel agency review of the development of the theory basis, the case analysis throughout, with medium scale A travel agency as an example, analyzed the A travel agency's internal and external environment, competitive strategy alternatives, strategy implementation and strategic control.
In this paper, by analysing the A travel agency, research and analysis of the external environment, specify the A travel agency in good market economic environment, political and legal environment loose, strong social and cultural environment, with a more favorable external environment of market. At the same time, the rapid development of science and technology, launched e-commerce mode. The A travel agency product promotion in the marketing channel, product innovation, facing new challenges and threats. Therefore, through SWOT analysis, the strengths, weaknesses, opportunities, threats and other four kinds of different combinations of various factors, alternative competition strategy for the development of the A travel agency, to meet A the travel agency in the conditions of different environments exist and the suitable competition strategy match. At the same time, further summarizes the A travel agency's core competitive strategy and auxiliary competition strategy, through a combination of the two, To achieve efficient operation and strategic objectives of the travel agency. Through research and analysis, the author thinks that the suitable penetration strategy as the core strategy of A travel agency, which focuses on the A travel agency according to their own advantage and market differentiation strategy implementation, the formation of a unique competitive advantage. At the same time to maintain strategic and participation strategy as auxiliary strategy: the maintenance strategy stressed the need to ensure that the profit and income of existing mature business, gradually shrinking in the market given a chance to continue to provide support for the core strategic resources; participation strategy emphasizes that enterprises can choose the opportunity is very obvious, but there is no advantage in the field of their own conditions, by trial and error using the remaining resources involved in the market, in order to provide reserve and support for the core strategy in the future. Finally, combined with the actual implementation of the strategy of A travel, A travel agency to promote long-term healthy development, give The author points out that A travel agencies need scientific and innovative decision-making strategies. They should pay attention to the optimization of the internal structure of enterprises, and attach importance to the optimization of the relationship between affiliated enterprises. But we should also attach importance to the promotion of consumption driven capabilities and the spirit construction based on entrepreneurship.

【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.6;F271

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