【摘要】：隨著經(jīng)濟(jì)、互聯(lián)網(wǎng)的迅速發(fā)展和新技術(shù)的運(yùn)用,旅游市場將保持快速的增長,旅游需求的增長使在線旅游成為了旅游營銷的重要手段。從全球旅游市場的發(fā)展趨勢看,在線旅游業(yè)已經(jīng)逐步成為了一個新興的產(chǎn)業(yè)。在線旅游產(chǎn)品衍生出機(jī)票、酒店、商旅等形式多樣的旅游產(chǎn)品。目前,在線旅游的商業(yè)模式呈現(xiàn)出多元化、差異化的勢頭,已經(jīng)形成了完整的上下游產(chǎn)業(yè)鏈,各企業(yè)在競爭中持續(xù)變革,行業(yè)將呈現(xiàn)各模式的競合形態(tài)。隨著國務(wù)院批準(zhǔn)發(fā)布了《國民旅游休閑綱要》,提出建立與小康社會相適應(yīng)的現(xiàn)代國民旅游休閑體系,旅游行業(yè)長期利好。旅游市場不斷擴(kuò)大以及旅游業(yè)在線滲透率的不斷提升,對行業(yè)競爭環(huán)境的解析,探討發(fā)展策略,研究在線旅游市場的現(xiàn)狀和發(fā)展趨勢,對促進(jìn)中國旅游行業(yè)的發(fā)展十分必要。 本文結(jié)合我國在線旅游企業(yè)的競爭發(fā)展現(xiàn)狀,借鑒國內(nèi)外相關(guān)的研究成果,研究在線旅游企業(yè)所處的產(chǎn)業(yè)環(huán)境及企業(yè)的競爭優(yōu)勢,找到定位,對國內(nèi)在線旅游市場進(jìn)行預(yù)測,尋找實(shí)現(xiàn)目標(biāo)的途徑。構(gòu)建在線旅游的“五力模型”,通過對上游供應(yīng)商、平臺運(yùn)營商、信息渠道商和在線代理商的分析,判斷行業(yè)的發(fā)展態(tài)勢,并著重論述了在線旅游企業(yè)的競爭戰(zhàn)略形式及戰(zhàn)略實(shí)施狀況,力圖找到行業(yè)發(fā)展機(jī)會和發(fā)展困境,探索行業(yè)發(fā)展規(guī)律。文中還對攜程旅行網(wǎng)的發(fā)展現(xiàn)狀進(jìn)行了研究,剖析了現(xiàn)階段的困境和優(yōu)勢,對其戰(zhàn)略轉(zhuǎn)型提出了建議,可為其他在線旅游企業(yè)所借鑒。
[Abstract]:With the rapid development of economy, Internet and the application of new technology, the tourism market will maintain a rapid growth, the growth of tourism demand makes online tourism become an important means of tourism marketing. From the development trend of the global tourism market, online tourism has gradually become a new industry. Online tourism products derived from air tickets, hotels, business travel and other forms of tourism products. At present, the business model of online tourism presents the trend of diversification and differentiation, which has formed a complete upstream and downstream industrial chain. With the approval of the State Council to issue the outline of National Tourism Leisure, it is proposed to establish a modern national tourism leisure system adapted to a well-off society, and the tourism industry will be good for a long time. The continuous expansion of the tourism market and the continuous improvement of the online penetration of tourism, the analysis of the competitive environment of the industry, the discussion of the development strategy, the study of the current situation and the development trend of the online tourism market are very necessary to promote the development of the tourism industry in China. Based on the current situation of competition and development of China's online tourism enterprises, this paper studies the industrial environment and competitive advantages of online tourism enterprises, and forecasts the domestic online tourism market. Look for ways to achieve your goals. The "five forces model" of online tourism is constructed to judge the development trend of the industry through the analysis of upstream suppliers, platform operators, information channel operators and online agents. The paper emphatically discusses the competition strategy form and strategy implementation of online tourism enterprises, tries to find out the development opportunities and difficulties of the industry, and explores the development law of the industry. This paper also studies the current situation of Ctrip travel network, analyzes the difficulties and advantages of the current stage, and puts forward some suggestions for its strategic transformation, which can be used for reference by other online tourism enterprises.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.6

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