本文關(guān)鍵詞：攜程商旅國(guó)際化戰(zhàn)略研究　出處：《南京大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 攜程商旅 差旅管理 跨國(guó)TMC 國(guó)際化戰(zhàn)略 競(jìng)爭(zhēng)戰(zhàn)略

【摘要】：攜程商旅目前為攜程旅行網(wǎng)(攜程計(jì)算機(jī)技術(shù)上海有限公司)的一個(gè)事業(yè)部。從事中國(guó)境內(nèi)差旅管理服務(wù)業(yè)務(wù),即為企業(yè)的日常差旅行為管控以及差旅成本的節(jié)省,提供解決方案。自2006年業(yè)務(wù)部門成立以來,隨著中國(guó)互聯(lián)網(wǎng)產(chǎn)業(yè)的飛速發(fā)展,宏觀經(jīng)濟(jì)環(huán)境的不斷改善。攜程的商旅業(yè)務(wù)也迎來了高速增長(zhǎng)。從原先的一個(gè)僅有幾十人規(guī)模的業(yè)務(wù)部門,發(fā)展成在全國(guó)擁有千人團(tuán)隊(duì)的獨(dú)立事業(yè)部。在業(yè)績(jī)上,2014年實(shí)現(xiàn)銷售額80億元人民幣,市場(chǎng)占有率達(dá)7.4%。在近10年的發(fā)展歷程中,攜程商旅服務(wù)于約2500家中外企業(yè)客戶,并與行業(yè)相關(guān)的多家知名企業(yè)保持良好的合作關(guān)系,而事業(yè)部本身也正籌劃獨(dú)立上市并將進(jìn)入亞太市場(chǎng)作為海外擴(kuò)張的第一步,國(guó)際化將是未來攜程商旅業(yè)務(wù)發(fā)展的一個(gè)重要方向。經(jīng)行業(yè)分析及預(yù)測(cè),中國(guó)將于2017年超越美國(guó)成為全球第一大差旅市場(chǎng)。自2012年起,市場(chǎng)規(guī)模將以每年20%的增幅飛速擴(kuò)張,而以截止至2014年關(guān)于市場(chǎng)規(guī)模的統(tǒng)計(jì)數(shù)據(jù)來看,市場(chǎng)增速確與這一預(yù)測(cè)值相符。于是乎,越來越多的OTA (Online Travel Agent),互聯(lián)網(wǎng)企業(yè),傳統(tǒng)的票務(wù)代理,甚至于航空公司,開始關(guān)注并重視這個(gè)極具潛力的市場(chǎng)。紛紛組建了商旅業(yè)務(wù)部門,或是全面轉(zhuǎn)型,或是開辟新的業(yè)務(wù)領(lǐng)域,參與到這個(gè)市場(chǎng)的競(jìng)爭(zhēng)。于此同時(shí),跨國(guó)的外資TMC (Travel Management Companies)也以不同的存在形式進(jìn)入中國(guó)市場(chǎng)。市場(chǎng)份額的爭(zhēng)奪空前激烈。本論文依據(jù)戰(zhàn)略管理的相關(guān)理論和工具,以行業(yè)、市場(chǎng)的現(xiàn)狀及發(fā)展為背景,展開了對(duì)攜程商旅業(yè)務(wù)內(nèi)外部環(huán)境的分析。并進(jìn)一步研究攜程商旅業(yè)務(wù)進(jìn)入國(guó)際市場(chǎng)的可行戰(zhàn)略。最終提出,在激烈競(jìng)爭(zhēng)環(huán)境下,攜程商旅尋找新的利潤(rùn)增長(zhǎng)點(diǎn),持續(xù)提升競(jìng)爭(zhēng)力,進(jìn)一步擴(kuò)大市場(chǎng)份額的戰(zhàn)略選擇和實(shí)施方法。論文分為六個(gè)章節(jié)。第一章是緒論,介紹問題提出的背景,研究目的、意義及思路。第二章是對(duì)于攜程以及攜程商旅事業(yè)部的介紹、背景資料。第三章是攜程商旅的外部環(huán)境分析,針對(duì)整體市場(chǎng)環(huán)境,市場(chǎng)競(jìng)爭(zhēng)格局以及競(jìng)爭(zhēng)對(duì)手進(jìn)行了深入研究。第四章是攜程商旅的內(nèi)部環(huán)境分析,對(duì)于攜程商旅內(nèi)部所擁有的資源,核心競(jìng)爭(zhēng)力進(jìn)行了剖析。第五章,針對(duì)攜程商旅國(guó)際化戰(zhàn)略的選擇以及推進(jìn)方式進(jìn)行了研究。最終,根據(jù)以上章節(jié)的分析,提出,不論在國(guó)內(nèi)國(guó)際市場(chǎng),攜程商旅必須以提供跟多的衍生產(chǎn)品及服務(wù),提高技術(shù)開發(fā)水平,打通差旅管理服務(wù)閉環(huán),作為長(zhǎng)期的發(fā)展方向,并以此尋求新的利潤(rùn)增長(zhǎng)點(diǎn)。而作為今后業(yè)務(wù)擴(kuò)張的重要環(huán)節(jié),攜程商旅在國(guó)際化的戰(zhàn)略選擇中,合資或并購(gòu)才是更好的推進(jìn)方式。
[Abstract]:Ctrip is currently a business unit of Ctrip Travel Network (Ctrip computer Technology Shanghai Co., Ltd). It is engaged in travel management services in China. That is, to provide solutions for daily travel control and cost savings. Since the establishment of the business department in 2006, with the rapid development of the Internet industry in China. Macroeconomic environment continues to improve. Ctrip's business travel business also ushered in a rapid growth. From the original business sector with only a few dozen people. Developed into a national team of thousands of independent division. In 2014, the sales volume of 8 billion yuan, the market share reached 7.4. in the past 10 years of development. Ctrip serves about 2500 Chinese and foreign business customers and maintains good cooperative relations with many well-known enterprises related to the industry. The division itself is also planning to go public independently and will enter the Asia-Pacific market as the first step of overseas expansion. Internationalization will be an important direction of future business development of Ctrip. China is set to overtake the United States as the world's largest travel market in 2017, expanding at a rapid rate of 20% a year starting 2012. And with the statistics on market size up to 2014, market growth is in line with this forecast. More and more OTA online Travel agents, Internet companies, traditional ticketing agents, and even airlines. Began to pay attention to and attach importance to this very potential market. Have set up a business travel business division, or comprehensive transformation, or open up new business areas, to participate in the market competition. At the same time. Foreign TMC Travel Management companies. Also enter the Chinese market with different forms of existence. The competition for market share is unprecedented fierce. This paper is based on the relevant theories and tools of strategic management. With the background of industry, market status and development, this paper analyzes the internal and external environment of Ctrip business, and further studies the feasible strategy for Ctrip business to enter the international market. In the fierce competition environment, Ctrip search for new profit growth point, continue to enhance competitiveness, further expand the market share of the strategic choice and implementation methods. The paper is divided into six chapters. The first chapter is the introduction. The second chapter is about the introduction of Ctrip and the business division of Ctrip. The third chapter is the analysis of the external environment of Ctrip. According to the overall market environment, market competition pattern and competitors in-depth study. Chapter 4th is the internal environment analysis of Ctrip, the internal resources for Ctrip. The core competitiveness of the analysis. 5th chapter, aiming at the choice of international strategy of Ctrip business travel and the way to promote it. Finally, according to the analysis of the above chapters, put forward, no matter in the domestic and international markets. Ctrip must provide as many derivative products and services, improve the level of technology development, travel management services closed loop, as a long-term development direction. As an important link of business expansion in the future, Ctrip is a better way to push forward in the strategic choice of internationalization.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F592.6

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 葉麗雅;攜程第二次“落地”[J];IT經(jīng)理世界;2004年06期

2 趙飛;;攜程上市苦惱多多[J];IT時(shí)代周刊;2004年Z1期

3 程苓峰;;誰會(huì)成為下一個(gè)攜程?[J];中國(guó)企業(yè)家;2006年09期

4 蘇醒;;攜程:“制造”服務(wù)[J];21世紀(jì)商業(yè)評(píng)論;2006年01期

5 徐輝;;攜程:引領(lǐng)“服務(wù)2．0時(shí)代”[J];經(jīng)理人;2007年05期

6 宋新宇;;最會(huì)“拷貝”的攜程[J];中國(guó)電子商務(wù);2007年08期

7 杜晨;;攜程軟著陸[J];IT經(jīng)理世界;2007年15期

8 曾立平;;攜程:有節(jié)制地創(chuàng)新[J];經(jīng)理人;2008年10期

9 王建;;攜程模式危機(jī)之“源”[J];理財(cái);2009年05期

10 豆瑞星;;“焦慮”的攜程[J];互聯(lián)網(wǎng)周刊;2010年22期

相關(guān)會(huì)議論文 前1條

1 范敏;;精益服務(wù),攜程第二程的服務(wù)之道[A];中國(guó)旅游評(píng)論2011[C];2011年

相關(guān)重要報(bào)紙文章 前10條

1 郁古臺(tái);攜程結(jié)盟航空公司的背后[N];國(guó)際商報(bào);2003年

2 薛彩云;攜程不易被復(fù)制[N];經(jīng)濟(jì)觀察報(bào);2004年

3 本報(bào)記者　曾強(qiáng)　;“侵略者”攜程[N];21世紀(jì)經(jīng)濟(jì)報(bào)道;2005年

4 鐘晨;攜程參股臺(tái)灣易游網(wǎng)[N];第一財(cái)經(jīng)日?qǐng)?bào);2006年

5 田享華;旅游預(yù)訂產(chǎn)業(yè)紅海之爭(zhēng)攜程四面訴訟御敵[N];第一財(cái)經(jīng)日?qǐng)?bào);2007年

6 樂琰;攜程：細(xì)節(jié)提升服務(wù)品牌[N];第一財(cái)經(jīng)日?qǐng)?bào);2007年

7 樂琰;攜程股份遭大股東日本樂天拋售[N];第一財(cái)經(jīng)日?qǐng)?bào);2007年

8 郁古臺(tái);攜程夸下�？谥睋v對(duì)手軟肋[N];國(guó)際商報(bào);2007年

9 張婷;攜程：崛起的Service in China[N];經(jīng)濟(jì)觀察報(bào);2007年

10 本報(bào)記者 林劍;攜程像制造業(yè)一樣生產(chǎn)服務(wù)[N];通信信息報(bào);2007年

相關(guān)碩士學(xué)位論文 前3條

1 徐文俊;攜程商旅國(guó)際化戰(zhàn)略研究[D];南京大學(xué);2016年

2 耿健美;攜程旅行服務(wù)公司商業(yè)模式研究[D];青島大學(xué);2007年

3 懷班民;攜程中小企業(yè)商旅項(xiàng)目營(yíng)銷策略研究[D];華東理工大學(xué);2013年

，

本文編號(hào)：1415504