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论文编号：	1836
作者编号：	041951
上传时间：	2010/5/18 8:44:01
中文题目：	中国旅行社经营模式研究
英文题目：	operation model value chain customer satisfaction
指导老师：	杨斌
中文关键字：	经营模式 价值链 顾客满意
英文关键字：	operation model value chain customer satisfaction
中文摘要：	随着我国旅游活动的蓬勃发展和旅游经济的迅速增长，旅行社行业市场集中度不高、企业利润率和顾客满意度较低等问题，已经成为制约我国旅游经济发展的瓶颈。现有研究大多从分工体系角度出发对旅行社业的问题进行探讨，这主要是将注意力集中在低利润率问题上，忽略了对企业的生存和发展起着重要作用的产品质量问题。而过于宏观的分析角度也不利于对具体问题进行剖析。因此本文力图从经营模式角度出发，对中国旅行社现存问题进行探讨。 本文首先借助企业业务活动价值链和消费者价值理论，将游客在旅游过程中得到的各项产品和服务以价值链的形式予以表示，分析其中最能促进顾客价值得以实现的环节，并通过发现信息在价值链上的流动过程中在精度、速度、密度方面出现的问题，对造成这些问题的旅行社现有经营模式提出质疑。接着，通过对欧美国家成熟的旅行社分工体系及其形成过程的分析，笔者认为欧美国家“大垂直加小水平”的分工体系促进了旅行社企业对产品质量的控制和价值链上信息的流通。结合我国旅行社分工体系及由之形成的经营模式的发展沿革，通过对不同类旅行社企业发展现状的分析与总结，提出我国旅行社企业应当通过对企业经营模式的调整，使行业价值链更加合理顺畅。这样一方面使各种信息得以准确快速频繁地流通，另一方面，在信息通畅的基础上，强化旅行社对自己所售产品的了解与对其质量的保证，最终达到帮助顾客更好地实现顾客价值的目的。 由于我国存在着多种类型的旅行社企业，因此其经营模式的实现方式应该因企业的不同特征而异。国有大型旅行社可以通过规模的扩张利用目的地分社实现产品组合与质量的监督和控制，并实现企业内部的垂直分工体系；中小型旅行社可以凭借其原有业务或地域优势，集中企业资源实现对细分市场的控制。 本文创新点在于通过对旅游业产品价值链的分析，从顾客核心价值与价值链中信息传递的角度来看待中国旅行社现存问题。从企业的经营模式入手，寻找现存问题的解决途径。结合企业业务活动价值链理论、顾客满意理论与无形资产理论，提出较为合理的我国旅行社的经营模式以及可能的实现途径。
英文摘要：	With the rapid development of the tourism economy, the original operation model of the travel services has been the obstacle of the tourism industry to some extent. The market concentration, low profits of the travel services and customer satisfaction have been object to the development of the tourism industry. On the basis of the theories about value chain and customer satisfaction, this article put the products and services that the tourists achieve during their travel into the value chain. Through the problems on the precision, speed and consistency of the messages, current operation model is questioned. After that, the dividing system of the travel services in the American and European countries and its developing history is analyzed and the conclusion that such dividing system could make sure the control of the product and the fluency of all kinds of messages is reached. Based on dividing system of Chinese travel services, the process of its transformation and the current status, the article gives its point that the travel services should change their operation model to make the value chain more rational that they could control their product and for which, the custom value could be implemented. As there are different kinds of travel companies in our country, from ownership to scale, the realization of a new operation model should be varied in different groups. The enterprises with large scale could expand their subsidiaries to the destination and through which, they can monitor the quality of packages. The middle size companies could concentrate on their segments by their own advantages. The innovation of this article lies on its new angle of view to realize and analyze the problems of the travel companies by the usage of core value of the customer and the transportation of the messages though the value chain, instead of the research about dividing systems which could be hard to handle. Besides that, the article integrated the theories of value chain, customer satisfaction and intangible asset and gives the reasonable model of travel services.
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