旅行社业规模扩张策略及其实证研究

【作者】 朱明远；

【导师】 张树夫；

【作者基本信息】 南京师范大学 ， 人文地理学， 2006， 硕士

【摘要】 我国旅游产业经过二十多年的快速发展取得了举世瞩目的成就，然而，近些年来旅行社业大面积的效益低下已是不争的事实。这一状况的出现，与我国旅行社企业规模普遍偏小、缺乏具有市场整合力的大型旅行社，从而导致的旅游市场秩序混乱有着密不可分的联系。另一方面，面临着加入世贸、旅游需求持续增长、旅游市场进一步细分、网络化经营趋势等一系列全新变化，在日趋激烈的国内竞争和国外竞争的双重压力之下，旅行社如何实现扩张式的发展，扩大经营规模，增强企业的生存能力和市场竞争力就成为我国旅行社业的当务之急。 我国旅行社业的扩张、成长是我国旅游市场发展的现实需要，然而，旅游理论界对于“旅行社业规模扩张”这一主题的系统研究还比较缺乏。本文在借鉴、吸收各种研究成果的基础之上，运用企业规模经济理论、企业成长理论及企业战略理论和实证分析的方法，针对“旅行社业规模扩张”这一问题进行探讨。 论文首先描述了中外旅行社业的发展现状；然后从理论上分析了旅行社业规模扩张的动因以及我国旅行社实现规模扩张的条件；接下来分析了我国旅行社业规模扩张的现状及存在的问题；然后在归纳总结的基础之上，提出了旅行社业规模扩张的基本思路和目标模式；最后，提出我国旅行社业规模扩张的基本对策，并对南京市旅行社业的规模扩张进行了实证剖析。 论文力求阐述以下新的认识和观点：①在借鉴、吸收各种研究成果的基础上，以“旅行社业规模扩张”这一动态的过程作为研究对象，从经济学角度对旅行社业的规模扩张提出释义，指出旅行社业的规模扩张可以获得经济协同效应和管理协同效应；②在总结中外旅行社业规模扩张发展阶段的基础上，参照有关服务企业跨国扩张的阶段理论尝试着提出旅行社业规模扩张的三阶段理论；③针对我国旅行社业规模扩张的现状，提出我国旅行社实现规模扩张的基本思路和基本对策；④对南京市旅行社业的规模扩张进行实证研究并提出合理化对策。更多还原

【Abstract】 China’s tour industry has gained the great achievement as a result of the quickly development of more than 20 years, but at the same time, the financial performance of tour enterprises is declining, especially in recent years. The situation of disharmony is closely related to the disorder of tour market, which is caused by a small scale of china’s travel agencies and a shortage of the large-scale travel agencies with market conformity power. On the other hand, The China’s travel agencies face a series of new changes, such as entrancing the WTO, continual increasing of the traveling market, further subdividing of the traveling market, the tendency of network management and so on. Under the pressure of domestic and international competition, how can China’s travel agencies realize business expanding, and enlarging business scale? Strengthening the enterprises’ survivability and competitive power become the most important matter of our country’s travel agencies.The reality request that our country’s travel agencies must expand and grow up as quickly as possible, however, up to now, the system research as for this subject of "travel agencies expanding" is so little. This paper refers to and absorbs various former researches, uses the method and theory of economics of scale, Business growing, Business Strategy and Capital Operation, with theory analysis and case study, put forward the view of myself about the "travel agencies expanding".The paper analyses the driving forces behind the business expansion of travel agencies and backgrounds and conditions of travel industry of China. The paper further analyses current state of business expansion of travel agencies and accompanying problems associated with such expansion. The paper analyses the basic expansion modes of travel agencies and puts forward some plans for business expansion of our travel agencies in conclusion. Finally, on the basis of previous analysis, the paper cites some measures regarding business expansion of China’s travel agencies and makes case analysis on the expansion of travel agencies in Nanjing.The innovation of the thesis, chiefly embodied in following points: 1.Initiative topic selected, and regarded a dynamic course "travel agencies expanding" as the research object; 2. Put forward A Three-stage Theory of travel agencies Expanding; 3.In accordance with the analysis of present situation, put forward the basic policies that promoting our country’s travel agencies to realize the continuously expanding. 4.Put forward policies of nanjing’s travel agencies expanding.更多还原