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论文编号：	8500
作者编号：	2120142612
上传时间：	2016/6/14 10:10:25
中文题目：	U旅游公司定制服务的环境压力与运营策略研究
英文题目：	Research on Environmental Pressure and Operation Strategy of U Customized Travel Service
指导老师：	白长虹
中文关键字：	定制；旅游企业；规模化；运营策略
英文关键字：	Customization; tourism enterprises; scale; operation strategy.
中文摘要：	随着社会和旅游行业的发展，旅游企业将面临两部分客源市场：一是定制旅游市场；一是大众观光旅游市场。在国际上,非大众观光旅游市场的比例已经达到了78%，在国内，度假旅游中，费大众观光旅游产品也已占到10%-15%，据携程网统计，定制旅游在携程上的需求和预定量在去年的增速是400%，那么在定制旅游成为行业大趋势、机遇与挑战并存的前提下，企业如何运营发展，才能适应环境，迎合需求。 本文以U旅游公司为案例进行了应用型研究，着重探讨了在现有的旅游市场环境下,定制旅游的运运营策略。定制旅游不同于常规旅游，有着自身的特点，而定制化与规模化的冲突，是经营中的难点，企业则需要寻找一种新的商业模式，大规模定制旅游模式是解决这一问题的途径。由U旅游公司的定制部门开始，本文阐述了定制旅游对于旅游产品、企业结构的、服务方式和营销策略的影响。同时运用价值链等模型说明U旅游公司集团及其定制旅游部门所面临的环境以及采取的措施。 因此,旅游企业要在市场规模化竞争激烈的大环境下,明确定位定制旅游市场,并通过提升产品和服务质量来规避价格战并赢得企业核心竞争力。只有这样,旅游企业才能创造可持续发展的盈利模式并在激烈的市场竞争中成功立足。本文将通过对定制旅游企业分析，阐述旅游企业提供定制旅游服务的模式与问题，一方面尝试进一步丰富定制旅游发展的理论；另一方面也为提供定制旅游服务为核心业务的旅游企业的发展提供参考意见。
英文摘要：	With the development of society and the tourism industry, tourism enterprises will face two parts: one is the custom tourism market, one is the mass tourism market. In the world, the proportion of non mass tourism market has reached 78%, in the domestic, tourist resort, mass tourism product costs have been accounted for 10% - 15%, custom-built travel Ctrip in demand and a predetermined amount in last year's growth rate is 400%, then on custom-built travel become industry trends, opportunities and challenges coexist under the premise, how does the enterprise operation and development, in order to adapt to the environment, to meet the demand. Custom tourism is different from conventional tourism, with its own characteristics, and customized and scale of conflict, management difficulties, enterprises need to find a new business model, the mode of mass customization and tourism is way to solve this problem. Started by UTour custom department, this paper expounds the customized travel for tourism products and corporate structure, service mode and marketing strategy. At the same time, using the value chain model UTour group and its custom tourism sector facing the environment and the measures to be taken. Therefore, tourism enterprises should be in the market size of the competitive environment, the specific positioning of the tourism market, and to enhance the quality of products and services to circumvent the price war and win the core competitiveness of enterprises. In this paper, through the analysis of custom tourism enterprises, describes the tourism enterprises to provide customized travel service mode and the problem. On the one hand, try to enrich the theory on custom tourism development; on the other hand also provide customized travel services in order to provide reference for the development of the core business of Tourism enterprises.
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