【作者】 孙敏；

【导师】 伍青生；

【作者基本信息】 上海交通大学 ， 工商管理， 2013， 硕士

【摘要】 伴随着中国经济发展与繁荣,旅游业作为国家政策鼓励支持的低碳环保的朝阳产业,近十年来市场规模快速增长。旅游业在城市经济发展中的产业地位逐步增强,对经济的拉动性、社会就业的带动力以及对文化与环境的促进作用日益显现。与此同时,旅游行业的竞争强度也迅速上升,许多旅行社都感受到了危机与挑战。对于旅游行业中数量占绝大多数的中小旅行社而言,更是面临企业规模、渠道建设、品牌价值、人才贮备等方面的挑战。这些挑战使得中小旅行社在现有的行业格局中处于不利地位。在这样的环境中,如何谋生存、求发展,是许多旅行社遇到的关键问题。一招一式地在某些方面做出努力和改进,是解决问题的一种策略;但要从长远的视角系统地谋求解决企业的生存与发展问题,需要从企业发展战略的角度进行全局性的分析,并提出解决问题的策略。本文的研究对象是笔者参与创立的上海天予国际旅行社有限公司。这是一个典型的中小型旅行社,目前出现了利润率下降、业务量明显下滑、市场定位不清、人员配备及资金投入不足、缺乏战略规划等问题。因此,本文对该旅行社的发展战略进行了系统的分析,并制定了一系列战略决策。具体地,本文按照从宏观到微观、从外部到内部的分析顺序,运用PESTEL分析、波特五力模型等分析工具,结合SWOT战略态势矩阵、SPACE战略评价矩阵、QSPM定量战略计划矩阵等工具的系统分析,明确提出上海天予国旅未来应采用市场开发、新产品研发及市场渗透的总体战略,并提出了相应的战略实施策略。本文的目标在于,通过分析研究上海天予国旅的企业发展战略,层层剖析企业经营管理存在的问题,理清企业发展思路,制定有实效的未来发展战略,指导企业在机遇与挑战并存的旅游市场中,明确自身的目标和市场选择,建立自己的竞争优势,以期走上快速、健康的发展之道路。因此,本文的研究结果对上海天予国旅的未来发展具有重要的指导意义。更多还原

【Abstract】 As the sunrise industry which features low-carbon and environment friendly with the support of Chinese government, tourism gained the dramatic increase in market size along with the development and prosperity of Chinese economy in past ten years. The strategic role of tourism has been fortified and it has increasing effect on promoting urban economy, creating more jobs and influencing culture and environment positively. However, the competition in tourism market has been intensified in China and travel agencies have experienced crisis and challenges. Domestic travel agencies not only compete with major international travel group but also withstand the pressure from internal reform. As the medium to small size travel agencies which account for great percent of total tourism market, they are facing many issues and challenges, such as scale of enterprise, channel deployment, brand value,talent pool etc. These issues put small to medium size travel agencies into competitive disadvantages and greatly restrict the improvement of the overall competitiveness of domestic travel agencies.Under such competitive environment, how to survive and seek development is the key question for most travel agencies. Bit by bit improvement is one solution; but from long term perspective to resolve the survival and development problem for travel agencies systematically, it is necessary to analyze the issue from holistic and strategic perspective to propose the solution.This article analyzes Shanghai Clelo International Travel Services Co,, Ltd, a typical small to medium size tourism enterprise which was established by the author and provides total solution to address the current issues of Clelo which include marked decline in performance, vague business positioning in market, inadequate staffing and funding, lack of strategic planning etc. It follows the order from macro to micro, external to internal by employing PESTEL analysis, Porter’s five forces model coupled with SWOT strategic matrix, SPACE strategic evaluation matrix and QSPM quantitative strategic planning matrix to conclude that Clelo must utilize market development, new product development and market penetration as overall strategy and propose respective strategy implementation plan.The intention of this article is to, by studying Shanghai Clelo Internal Travel Services Co., Ltd, analyze the management and operations issue of Clelo, streamline company development planning, make effective middle to long term strategy and guide company to establish its own competitive advantage in the modern tourism market which is full of opportunities and challenges so that company can develop sustainably in long term.更多还原