本文關(guān)鍵詞： 旅行社 SWOT模型 發(fā)展戰(zhàn)略 戰(zhàn)略選擇　出處：《合肥工業(yè)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來，隨著經(jīng)濟(jì)的快速發(fā)展，我國旅游業(yè)在其他產(chǎn)業(yè)的帶動下，呈現(xiàn)迅速發(fā)展的態(tài)勢。旅行社的發(fā)展機(jī)遇眾多，但是挑戰(zhàn)和威脅并存。尤其在旅行社數(shù)目不斷增多，業(yè)務(wù)逐漸多樣化的情況下，中小型旅行社該如何調(diào)整，，增強(qiáng)其競爭力，從而適應(yīng)激烈的競爭，變得尤為重要。首先，要明確旅行社的發(fā)展方向，確定其使命，根據(jù)組織外部環(huán)境和內(nèi)部條件設(shè)定企業(yè)的戰(zhàn)略目標(biāo)；再根據(jù)戰(zhàn)略目標(biāo)制定相應(yīng)的運(yùn)營、管理規(guī)劃。由此可見，制定發(fā)展戰(zhàn)略對提高旅行社整體競爭力是當(dāng)前最緊迫的任務(wù)。但是，大多數(shù)中小型旅行社仍缺乏完善的戰(zhàn)略規(guī)劃，甚至有些旅行社從未制定過戰(zhàn)略規(guī)劃，僅僅注重經(jīng)營策略，沒有縱觀全局的長遠(yuǎn)戰(zhàn)略。針對這樣的情況，結(jié)合旅行社發(fā)展需求，本文定位于為中小旅行社制定發(fā)展戰(zhàn)略提供可行性參考，并以朝霞旅行社為例。 本文通過對旅行社行業(yè)宏觀環(huán)境、市場環(huán)境、競爭環(huán)境以及朝霞旅行社自身資源和能力的分析和研究，發(fā)現(xiàn)朝霞旅行社所處的安徽地區(qū)屬于旅游資源豐富、旅游業(yè)蓬勃發(fā)展的地區(qū)，并且政治、經(jīng)濟(jì)等因素對旅游業(yè)的發(fā)展也非常有利，這為朝霞旅行社的發(fā)展提供了良好的外部機(jī)會。然而，朝霞旅行社所面臨的競爭也尤為激烈，主要競爭者競爭力較強(qiáng)。因此，如何有效利用外部資源，抓住機(jī)會，在與眾多競爭者的激烈競爭中保持領(lǐng)先地位變得極為重要。本文即在此前提下進(jìn)行研究，從宏觀到微觀，從外部到內(nèi)部，對朝霞旅行社進(jìn)行全面分析，建立SWOT分析模型。并在此模型基礎(chǔ)上加入層次分析法，使得定性分析與定量分析有機(jī)結(jié)合。最終，通過分析計算得到朝霞旅行社戰(zhàn)略地圖，并根據(jù)戰(zhàn)略地圖選擇其發(fā)展戰(zhàn)略。在戰(zhàn)略選定的基礎(chǔ)上，根據(jù)朝霞旅行社的實際情況，進(jìn)行戰(zhàn)略實施分析與戰(zhàn)略匹配，最終將企業(yè)層的戰(zhàn)略詳細(xì)的落實于職能層，使企業(yè)策略更好的與發(fā)展戰(zhàn)略相匹配，促進(jìn)旅行社高效運(yùn)營。 通過本文對朝霞旅行社發(fā)展戰(zhàn)略的探索研究，希望不僅能為朝霞旅行社解決現(xiàn)階段實際問題，使朝霞旅行社在激烈的行業(yè)競爭中不但能快速適應(yīng)，更能脫穎而出。同時，也希望能在戰(zhàn)略選擇與戰(zhàn)略規(guī)劃制定方面為其他類似企業(yè)提供一定的參考。
[Abstract]:In recent years, with the rapid development of the economy, the tourism industry of our country under the impetus of other industries, presents a rapid development situation, and there are many opportunities for the development of travel agencies. However, challenges and threats coexist. Especially when the number of travel agencies is increasing and the business is gradually diversifying, how should small and medium-sized travel agencies adjust to enhance their competitiveness and adapt to the fierce competition? First of all, it is necessary to clarify the direction of travel agency development, determine its mission, according to the external environment and internal conditions of the organization to set the strategic objectives of the enterprise; Then according to the strategic objectives to formulate the corresponding operation, management planning. It can be seen that the development strategy to improve the overall competitiveness of travel agencies is the most urgent task. Most of the small and medium-sized travel agencies still lack a sound strategic planning, even some travel agencies have never formulated a strategic plan, only pay attention to business strategy, and do not look at the overall situation of the long-term strategy. Combined with the development demand of travel agencies, this paper aims to provide a feasible reference for medium and small travel agencies to formulate development strategies, and take Chaoxia Travel Agency as an example. Through the analysis and research on the macro environment, market environment, competition environment and the resources and ability of Zhaoxia travel agency, this paper finds that the Anhui area of Chaoxia travel agency is rich in tourism resources. Tourism booming areas, and political, economic and other factors are also very conducive to the development of tourism, which provides a good external opportunity for the development of Zhaoxia Travel Service. Chaoxia travel agency is facing a particularly fierce competition, the main competitors are more competitive. Therefore, how to effectively use external resources, seize the opportunity. It is very important to maintain the leading position in the fierce competition with many competitors. This paper makes a comprehensive analysis of Chaoxia Travel Service from macro to micro, from outside to inside. The SWOT analysis model is established. On the basis of this model, AHP is added to combine qualitative analysis with quantitative analysis. Finally, the strategic map of Zhaoxia Travel Agency is obtained by analysis and calculation. And according to the strategic map to choose its development strategy. On the basis of strategic selection, according to the actual situation of Chaoxia travel agency, carry out strategy implementation analysis and strategy matching. Finally, the strategy of enterprise level is carried out in the function level in detail, which makes the enterprise strategy better match with the development strategy, and promotes the efficient operation of travel agency. Through the research on the development strategy of Chaoxia Travel Agency, it is hoped that it can not only solve the actual problems of Chaoxia Travel Agency at the present stage, but also make Chaoxia Travel Agency adapt to the fierce competition in the industry. At the same time, we hope to provide some reference for other similar enterprises in strategic choice and strategic planning.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.6;F224

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