本文選題：產(chǎn)業(yè)鏈　切入點(diǎn)：在線旅游　出處：《江西師范大學(xué)》2014年碩士論文

【摘要】：信息技術(shù)和網(wǎng)絡(luò)技術(shù)的不斷發(fā)展對社會生產(chǎn)和生活的方方面面都產(chǎn)生了強(qiáng)大的影響，各行各業(yè)都加入到運(yùn)用最新技術(shù)的潮流中，旅游產(chǎn)業(yè)也不例外。信息化、網(wǎng)絡(luò)化與旅游產(chǎn)業(yè)的不斷融合，進(jìn)一步催生了在線旅游新興發(fā)展業(yè)態(tài)。在線旅游新業(yè)態(tài)對在線旅游產(chǎn)業(yè)鏈的構(gòu)成提出新要求。在線旅游代理商是連接旅游產(chǎn)品服務(wù)供應(yīng)商和旅游消費(fèi)者的紐帶，在在線旅游產(chǎn)業(yè)鏈中處于中間的位置。在在線旅游度假市場中，雖然中小型在線旅游代理商和旅游產(chǎn)品直銷供應(yīng)商占據(jù)著近一半的市場交易額，但是因各自力量薄弱、管理者戰(zhàn)略意識不強(qiáng)等因素，其市場競爭優(yōu)勢并不明顯。在愈演愈烈的在線旅游市場競爭中，中小型在線旅游代理商亟需提升市場競爭力；而變革和優(yōu)化產(chǎn)業(yè)鏈結(jié)構(gòu)提升各產(chǎn)業(yè)和各企業(yè)核心競爭力最快速最有效的方法。因此，本文從變革和優(yōu)化在線旅游產(chǎn)業(yè)鏈的視角，依托產(chǎn)業(yè)鏈等相關(guān)理論，運(yùn)用文獻(xiàn)分析法、參與觀察法、統(tǒng)計分析法等研究方法對中小型在線旅游代理商的競爭戰(zhàn)略進(jìn)行研究。 本研究主要內(nèi)容如下：第一，對在線旅游相關(guān)概念進(jìn)行了界定，并梳理了國內(nèi)外在線旅游研究進(jìn)展。第二，闡述在線旅游產(chǎn)業(yè)鏈現(xiàn)狀及存在競爭同質(zhì)化等問題，并從內(nèi)外因兩方面分析了上述問題產(chǎn)生的原因包括發(fā)展戰(zhàn)略不清晰等。之后，借助虛擬價值鏈和企業(yè)鏈對在線旅游產(chǎn)業(yè)鏈進(jìn)行重構(gòu)，闡明在線旅游產(chǎn)業(yè)鏈重構(gòu)思路，在線旅游產(chǎn)業(yè)鏈由一對一的模式轉(zhuǎn)為一對多的模式，，產(chǎn)業(yè)鏈由鏈轉(zhuǎn)為網(wǎng)。在重構(gòu)思路下進(jìn)而重構(gòu)在線旅游產(chǎn)業(yè)鏈模型。旅游產(chǎn)品供應(yīng)商可以直接獲得旅游消費(fèi)者的需求反饋、在線旅游代理商觸及網(wǎng)絡(luò)覆蓋的所有潛在旅游者、旅游消費(fèi)者之間相互影響在線旅游決策。第三，依據(jù)在線旅游產(chǎn)業(yè)鏈重構(gòu)模型，提出中小型在線旅游代理商發(fā)展策略，包括優(yōu)化外部發(fā)展環(huán)境策略，如協(xié)調(diào)競合關(guān)系、建立合作聯(lián)盟；升級硬件策略，如旅游網(wǎng)站、客服系統(tǒng)；深化軟實(shí)力策略，如打造VIP客服隊伍、優(yōu)化社會媒體營銷。最后，選取中小型在線旅游代理商——深圳粵港國際旅行社為例，闡述其在線旅游發(fā)展現(xiàn)狀、分析其存在自身資源未得到有效配置、發(fā)展模式單一等問題及原因，根據(jù)在線旅游產(chǎn)業(yè)鏈重構(gòu)模型，提出其在在線旅游市場上的競爭戰(zhàn)略，即硬件升級戰(zhàn)略，如加強(qiáng)自身獨(dú)立的網(wǎng)站建設(shè)、優(yōu)化客服系統(tǒng)；品牌塑造戰(zhàn)略，如著重軟營銷；聚焦戰(zhàn)略，如根據(jù)不同階段的旅游市場熱點(diǎn)，以精準(zhǔn)的專題旅游擴(kuò)大旅游市場交易份額。
[Abstract]:The continuous development of information technology and network technology has had a strong impact on all aspects of social production and life. All kinds of industries have joined the trend of using the latest technology, and the tourism industry is no exception. The continuous integration of network and tourism industry, The new form of online tourism puts forward new requirements for the composition of the online tourism industry chain. Online travel agents are the link between tourism product service providers and tourism consumers. It is in the middle of the online tourism industry chain. In the online travel vacation market, although small and medium-sized online travel agents and direct sellers of tourism products account for nearly half of the market turnover, they are weak because of their respective strengths. In the increasingly fierce competition of online tourism market, small and medium-sized online travel agents urgently need to enhance market competitiveness; Therefore, from the perspective of reforming and optimizing the online tourism industry chain, relying on the relevant theories such as industry chain and other related theories, this paper uses the literature analysis method, which is the most effective method to improve the core competitiveness of various industries and enterprises. Participation observation, statistical analysis and other research methods to study the competitive strategy of small and medium online travel agents. The main contents of this study are as follows: first, the related concepts of online tourism are defined, and the research progress of online tourism at home and abroad is summarized. Secondly, the status quo of online tourism industry chain and the existence of competitive homogeneity are expounded. The causes of the above problems are analyzed from internal and external reasons, such as unclear development strategy, etc. After that, virtual value chain and enterprise chain are used to reconstruct the online tourism industry chain, and the thinking of reconstructing the online tourism industry chain is clarified. The online tourism industry chain has changed from one-to-one mode to one-to-many mode, and industry chain has changed from chain to net. Under the reconfiguration idea, the online tourism industry chain model has been reconstructed. Tourism product suppliers can directly obtain the demand feedback from tourism consumers. Online travel agents touch all potential tourists covered by the network, and tourism consumers interact with each other to make online travel decisions. Thirdly, according to the reconfiguration model of online tourism industry chain, the development strategies of small and medium-sized online travel agents are put forward. Including optimizing external development environment strategies, such as coordinating competition and cooperation, establishing cooperation alliance, upgrading hardware strategy, such as travel website, customer service system, deepening soft power strategy, such as building VIP customer service team, optimizing social media marketing. Taking Shenzhen Guangdong and Hong Kong International Travel Agency as an example, this paper expounds the current situation of its online tourism development, and analyzes the problems and reasons for its existing resources not being effectively allocated, and the development model being single, etc. According to the reconfiguration model of online tourism industry chain, the paper puts forward its competitive strategy in online tourism market, that is, hardware upgrade strategy, such as strengthening its own independent website construction, optimizing customer service system, branding strategy, such as focusing on soft marketing; Focus on strategies, such as according to different stages of the tourism market hot spots, with accurate thematic tourism to expand the share of tourism market transactions.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.6;F724.6

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