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论文编号：	13996
作者编号：	2320190678
上传时间：	2023/6/7 15:14:56
中文题目：	凯撒旅游公司定制游业务差异化战略研究
英文题目：	Research on the Differentiation Strategy of Customized Tour Business of Caissa Travel Company
指导老师：	周建
中文关键字：	凯撒；定制游；差异化战略
英文关键字：	Caissa; customized travel; differentiation strategy
中文摘要：	随着经济的不断发展和居民收入的不断提高，衣食住行等刚需渐次解决，人们逐渐有了更高的精神追求，比如看音乐会，看球赛，去国外旅游等，这些追求催生了市场的极大发展，旅游业就是在这种情况下发展起来的。旅游业的形式大多数以组团游为主，这种旅游模式却不符合高端消费者群体重品质、重内容的要求。定制旅游在2016年开始逐渐大规模发展起来，定制旅游以其线路个性化，体验独特化，行程专属化，信息隐私化获得了高收入群体的青睐，市场规模不断扩大。 本文在应用文献综述法对大量的文献材料进行整理和分类后发现，我国学术界对战略管理和定制游的研究结合中国国情的比较多，当前的发展还处于模仿和照抄阶段。其次，本文应用了案例分析法，以凯撒旅游公司为例，在简要描述了公司当前定制游经营情况后分别使用了PEST、波特五力和SWOT分析模型对凯撒公司定制游的外部宏观环境、行业内部环境和内外部综合环境进行了详尽的分析，并结合凯撒公司的愿景，使命和战略目标，得出凯撒公司的定制游业务战略选择必须是S+O战略，即差异化战略，着眼长远，维持生存，稳定现金流，集中优势，扬长避短，持续盈利。具体来说，凯撒公司可以利用优势特色旅游项目欧洲游，带来较好的收益。公司的重心就应该转到利润高，现金流明显，公司有优势的项目，使公司迅速回血，稳定运营。而对于国内游线路，免税店项目等由于不能迅速盈利，该关则关，从而使公司获得正的现金流。 通过本文对定制旅游行业的全面分析，可以对整个定制旅游行业进行全面的梳理，对有关竞争理论在定制旅游行业进行应用，从而对定制旅游行业有一个全面的了解。同时根据外部环境结合凯撒公司的自身情况找到适合凯撒公司的差异化竞争战略，从而确立凯撒公司的竞争优势地位，对于定制游行业整体也具有一定的借鉴意义。
英文摘要：	With the continuous development of the economy and the continuous improvement of income, clothing, food, housing and transportation just need to be solved gradually, people gradually have higher spiritual pursuits, such as watching concerts, watching football games, traveling abroad, etc., these pursuits have spawned the great development of the market, and tourism is developed in this context. Most of the forms of tourism are mainly group tours, but this tourism model does not meet the requirements of high-end consumer groups to emphasize quality and content, customized tourism began to develop on a large scale in 2016, customized tourism with its personalized routes, unique experience, exclusive itinerary, information privacy has won the favor of high-income groups, and the market scale continues to expand. After sorting out and classifying a large number of literature materials by using the method of literature review, this paper finds that there are many researches on strategic management and customized tour in China's academic circles, and the current development is still in the stage of imitation and copying. Takint Caissa Travel Company as an example, this paper applies the case analysis method and briefly describe the current customized tour operation of Caissa Company. The PEST, Five Forces Porter and SWOT analysis models are used to analyze the external macro environment, industry internal environment and internal and external comprehensive environment of customized tour of Caissa Company in detail. Combined with the vision, mission and strategic objectives of Caissa Company, it is concluded that the strategic choice of customized tour business of Caissa Company must be S + O strategy, that is, differentiation strategy, which focus on the long-term, maintaining survival, stabilizing cash flow, concentrating advantages, making full use of strengths and avoiding weaknesses, and making continuous profits. Specifically, Caissa Company can make use of its advantages and characteristics to travel to Europe, which will bring better benefits. The company's focus should be shifted to projects with high profits, obvious cash flow and advantages, so that the company can quickly gain the profits and operate stably. For domestic travel routes, duty-free shops, etc., because they can't make profits quickly, the customs are closed, so that the company can get positive cash flow. Through the comprehensive analysis of the customized tourism industry in this paper, we can comprehensively sort out the entire customized tourism industry, apply the relevant competition theory in the customized tourism industry, and thus have a comprehensive understanding of the customized tourism industry. At the same time, according to the external environment combined with Kaiser's own situation, find a differentiated competitive strategy suitable for Caissa, so as to establish the competitive advantage of Caissa. The customized tour market has great potential and good development prospects. The research and conclusions of this paper also have certain reference significance for the customized tourism industry as a whole.
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