【作者】 张亮；

【导师】 刘改芳；

【作者基本信息】 山西大学 ， 旅游管理， 2025， 硕士

【摘要】 在旅游行业数字化转型的大背景下,传统旅行社门店正面临着前所未有的挑战与机遇。一方面,OTA平台的迅速崛起,极大地挤压了传统旅行社门店的生存空间;另一方面,消费者日益增长的个性化、即时化服务需求,又为门店的转型提供了新的方向。在数字化浪潮的推动下,传统旅行社必须通过数字化转型重塑竞争力,以应对激烈的市场竞争并谋求生存与发展。能力重构作为数字化转型的核心视角,为传统旅行社突破困境、实现转型升级提供了重要支撑。本研究以山西携程门店的数字化实践为案例,通过案例分析法,结合企业业务记录、深度访谈和文献梳理等多种研究方法,深入分析传统旅行社门店如何利用数字化工具重构能力以实现破局与重生,旨在为行业提供具有理论深度和实践意义的转型策略参考。研究发现,山西携程门店的实践体现了传统旅行社数字化转型中的能力重构实现机制。营销能力重构通过灵活调整供给结构、精准把握市场趋势并创新产品设计,使旅行社能够快速响应消费者多样化需求,从而显著提升市场竞争力。运营能力重构依托财务信息化管理、实时交易处理系统及业务流程优化,显著提高了内部效率并降低了运营成本,为资源整合奠定了基础。交付能力重构通过标准化接待流程和规范化售后服务支持,确保了服务质量的稳定性和客户满意度的提升。研究还提炼出传统旅行社数字化转型的三大路径:双线融合通过线上线下资源协同优化,释放业务增长的新价值;专业深耕聚焦差异化能力,在细分市场中构建独特优势;生态共生借助外部资源拓展能力边界,开辟新的发展空间。这些路径既可独立驱动转型进程,也可相互协同,形成合力,为传统旅行社的可持续发展提供了多样化且灵活的战略方向。更多还原

【Abstract】 In the context of the digital transformation of the travel industry,traditional travel agency stores are facing unprecedented challenges and opportunities.On the one hand,the rapid rise of OTA platforms has significantly squeezed the survival space of traditional travel agency stores.On the other hand,the increasing demand from consumers for personalized and instant services provides a new direction for the transformation of these stores.Driven by the wave of digitalization,traditional travel agencies must reshape their competitiveness through digital transformation to cope with fierce market competition and seek survival and development.Capability reconstruction,as the core perspective of digital transformation,provides important support for traditional travel agencies to overcome difficulties and achieve transformation and upgrading.This study takes the digital practices of the Ctrip store in Shanxi as a case,using case analysis,combined with company business records,in-depth interviews,and literature review,among other research methods,to analyze in-depth how traditional travel agency stores use digital tools to reconstruct their capabilities for breakthroughs and rebirth.The aim is to provide the industry with transformation strategy references that are both theoretically deep and practically meaningful.The study finds that the practices of the Ctrip store in Shanxi reflect the capability reconstruction mechanism in the digital transformation of traditional travel agencies.Marketing capability reconstruction is achieved by flexibly adjusting the supply structure,accurately grasping market trends,and innovating product design,enabling travel agencies to quickly respond to consumers’diverse demands,thereby significantly enhancing market competitiveness.Operational capability reconstruction,relying on financial information management,real-time transaction processing systems,and business process optimization,has significantly improved internal efficiency and reduced operational costs,laying the foundation for resource integration.Delivery capability reconstruction,through standardized reception processes and regulated after-sales service support,ensures the stability of service quality and improves customer satisfaction.The research also extracts three major paths for the digital transformation of traditional travel agencies:dual-line integration that optimizes the coordination of online and offline resources to unlock new business growth value;professional focus,which deeply cultivates differentiated capabilities and builds unique advantages in niche markets;and ecosystem linkage,which expands the boundaries of capabilities through external resources and opens up new development spaces.These paths can independently drive the transformation process or collaborate with each other to form synergies,providing diverse and flexible strategic directions for the sustainable development of traditional travel agencies.更多还原