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论文编号：	3282
作者编号：	2120092408
上传时间：	2011/6/7 9:18:25
中文题目：	旅行社特许经营模式研究
英文题目：	Research on Franchising of Travel Service
指导老师：	姚延波
中文关键字：	旅行社特许经营;品牌建设;特许经营合约;特许经营模式
英文关键字：	Franchise of travel service;Construction of brand;Franchise contract;Mode of Franchise
中文摘要：	旅行社作为旅游业的三大支柱之一，起到连接供给和需求的桥梁重要作用。随着我国国民经济的发展以及人民生活水平的提高，旅游消费呈井喷的发展态势，为旅行社的发展带来了难得的机遇。面对机遇，处于完全竞争中的旅行社行业需要通过提高行业组织程度，形成一批具有规模化、网络化的全国性强社，引导旅行社行业朝健康的方向发展。 目前，我国旅行社同国外同行相比，不仅在规模上处于劣势，而且在运营模式、旅行社产品研发、信息技术应用等多方面面临前所未有的压力和挑战。面对国内旅行社行业的混乱局面以及来自国外同行的挑战，我国旅行社必须从行业结构入手，实现旅行社规模化、网络化。通过打造具有规模优势的大社，改变行业结构，实现行业内资源的优化配置。 在我国旅行社扩张主要有设立分公司和使用代理商两种主要形式。但是，从扩张效果看，两种扩张方式并不尽如人意。作为21世纪主流商业模式的特许经营日益得到了我国旅行社行业的关注并进行了初步的实践性探索。国外旅行社如运通、日本交通公社等都通过特许经营模式取得了巨大成功。但是就目前的研究状况来看，无论是理论上还是实践运用中都处于初级阶段。 本文在前人对特许经营一般理论的研究基础之上，利用委托——代理理论对旅行社实施特许经营进行经济学分析，同时结合旅行社经营特点，设计符合旅行社特点的特许经营模式。通过和旅行社实践运用的特许经营模式相对比，寻找我国旅行社实践特许经营的新模式。
英文摘要：	Travel service as one of three important travel industries plays very critical role that connect the supply and demand like a bridge. Along with the development of our national economy and the improvement of people's living standard, traveling consumption has appeared the growth trend that is a precious opportunity for the development of travel service. In face of the chance the travel service in the perfect competitive market should improve the organization degree to form some large scale with national networking travel services, which leads to healthy direction. At present domestic travel service is not only small in size but also weak in corporation system, function, management and etc. compared to foreign counterparts. In order to settle this chaos that domestic agency faces, we must start from the adjustment of structure, realizing scalization and networking of travel service. Through creating the travel service with big scale, make the resources allocate optimally in the industry. The expansion methods the travel agency used are agents and branches in China. But in the view of expansion effectiveness, the methods used in China cannot meet the people’s expectations. As the 21st century mainstream business model franchise catches people’s attention and is used in practical expansion. Foreign travel services such as American Express, JTB etc. use franchise to obtain great success. But whether in theory or in practice the research about franchise used in travel service is at primary stage. Based on the general theory about franchise the predecessors studied the thesis uses the Principal-agent Theory to analyze franchise in travel service, and combining with the travel service business features designs franchise mode that conforms the travel services. Compared the practice and the mode about franchise, the thesis finds what the travel service should pay attention in China.
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