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论文编号：	1038
作者编号：	2120072034
上传时间：	2009/5/27 12:44:01
中文题目：	基于品牌角度的旅行社产品竞争战
英文题目：	Research of travel service pro
指导老师：	李天元 教授
中文关键字：	旅行社产品;价格竞争;品牌tl
英文关键字：	Travel service product;Price c
中文摘要：	根据国家旅游局统计数字显示，截止到2007 年底，全国纳入统计范围的旅 行社共有18943 家，其中国际旅行社1797 家，国内旅行社17146 家。旅行社数量的增加一方面与增加的市场需求有关，另一方面从制度性的因素来说，国家对旅行社行业的规制逐步放松，旅行社行业的进入壁垒伴随着行业内的改革不断降低，也是新旅行社创立的重要条件。但是我国的旅行社行业并没有完全地走向成熟，整体看来依旧存在着“散、小、弱、差”的情况。同时，数量的急剧增加使得行业内竞争更为激烈，由于旅行社产品的特殊性，价格竞争成为各旅行社首选的最直接有效的手段。在产品同质化倾向明显的情况下，价格手段的过度应用导致了目前旅行社产品的“价格大战”，在企业数量和总收入增加的同时, 旅行社全行业的平均利润率却在逐年下降。如何以合适的竞争战略提升旅行社产品的竞争力就成了迫在眉睫的问题。 文章从分析旅行社产品的竞争现状入手，点出了目前旅行社主要依赖低成 本竞争战略，以价格竞争为主要手段，使得旅行社产品陷入价格大战的实际情况，并分析了价格竞争手段的有效性和所带来的弊端；进而研究了旅行社产品陷入价格战的原因，其根本在于差异化战略运用不足，旅行社未能够成功地创造和扩大产品的差异化，在旅游线路同质化倾向明显、产品附加服务不可视的情况下，品牌声誉作为突出差异化的重要因素没有得到有效地确立，这就使得旅行社无法有效的提升产品的竞争优势。通过对竞争现状的分析、品牌重要作用的分析以及对当前旅行社产品品牌所存在问题的分析，以波特的三种竞争战略模型为指导，本文构建了我国旅行社产品的竞争战略模型，主张以低成本战略为基础，在细分的目标市场中采用差异化战略来提升产品的竞争优势；并就具体的对策做出了详细阐述，从横向的产品角度和纵向的品牌角度两个方面来打造产品的差异化战略。 本文以旅行社产品理论、竞争战略理论和品牌理论为理论基础，运用了归 纳法、比较研究法等分析了旅行社产品的现状，研究了其存在的问题，从内在的微观层面寻求了价格战的原因，从而将三种战略相结合，主张以品牌声誉作为差异化战略的突破点来确立旅行社产品在市场中的竞争优势，为我国旅行社产品摆脱价格战提供一定的理论基础和相应的实践建议。
英文摘要：	According to the statistics that showed by National Tourism Administration, there are 18943 travel services by the end of 2007, including 1797 international travel services and 17,146 domestic travel services. On the one hand, the increasing number of travel services is due to the market demand which is also increasing year by year. And on the other hand, it is the institutional factor that the country relaxes the rules and regulations to the travel industry gradually, the barrier entered to the travel service profession is reduced unceasingly following the decades of the reform in the industry, which is also an important condition for the new travel service to establish. However, travel service industry in China has not fully mature; on the whole it seems there is still "scattered, small, weak and poor". At the same time, the sharp growth of the travel services makes more competitive in the industry, due to the special nature of travel service product, price competition has become the preferred means by travel services as it is most direct and effective. In the situation of the obvious product homogenization tendency, the price method which is used excessive by the travel service led to “the price war”. The profit margins are declining year by year while enterprise quantity and the gross income increase. Then, how to make an appropriate competitive strategy enhance the competitiveness of travel service product becomes to an imminent question. The thesis analyses the actual situation that competitiveness of travel service product at first, points out the current that the overall cost leadership is used too much by the travel services, as the price competition is taken to the main means that caused the travel service product falls into the price war, the effectiveness and the drawbacks caused by the price competition are also analyzed at the same time. Then the thesis looks into the reasons of the price war, the fundamental factor is that the differentiation strategy is insufficiency, the travel services are not good at creating and expanding the successful product differentiation, especially the brand reputation as an important factor has not been effectively established. So in the situation of the product homogenization tendency is obvious and the additional service in the productis visibility, the travel services are not able to enhance the competitive advantage of product effectively. Through the analysis of the competition situation at present, the important role of brand, as well as the problems to the current travel service product brand, the thesis builds a product competitive strategy model for China travel service product, as takes Porter's competitive strategy of the three models to a guide, advocates that take the overall cost leadership strategy as the foundation and use the differentiation strategy in the segmentation target market to promote the product’s competitive advantage. At last, the thesis makes a detailed description on the concrete countermeasure, points out the advices to differentiation strategy from two aspects, including the crosswise angle of product and the longitudinal angle of brand. Through the method of generalization and comparison and on basis of the theoretical foundation including the travel service product theory, the theory of competitive strategy and the brand theory, the thesis analyzes the problems through research of the status of travel service product, looks into the causes of the price war from the intrinsic micro-level, then proposes that the reputation of the brand differentiation strategy as a breakthrough point to establish the product competitive advantage in the market, which will be a combination of three strategies. So it could provide a theoretical basis and practical significance for product to provide the price war of China travel services.
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