【作者】 李佳；

【导师】 黄鹂；

【作者基本信息】 四川大学 ， 旅游管理， 2007， 硕士

【副题名】以“携程旅行网”为例

【摘要】 近年来，随着中国居民收入水平的提高，旅游业的持续发展，人们旅游观念的不断转变。相对于大众旅游时期，当代旅游市场整体呈现差异化、复杂化和个性多样化的特点，旅游业已从卖方市场进入买方市场，按照营销学的基本观点去观察我国旅游市场，会发现一个有待开发的客源潜力——散客旅游市场。在旅游市场发生的结构性变化中散客市场所占比重明显上升。旅游者分散于日趋超细化的不同市场需求群体中，这一发展趋势结果实包价旅游重要性程度下降，自订日程的散客旅游兴起。散客化是当前旅游市场发展的主导潮流。然而不同于团队旅游者的是散客旅游需求相对分散，旅游过程中个性化信息需求多、变化快、灵活性高，传统旅游模式很难统一组织并未起提供相关服务并满足其需求。旅行社作为旅游业的支柱产业之一，一直被视为旅游业发展的“龙头”。传统旅行社在网络技术的广泛运用中已经失去了原有的信息优势，从而动摇了他们在旅游供应链中的核心地位。以旅行社为核心的传统旅游供应链的结构已难以适应信息高度发达背景下散客旅游的需求，寻求新的供应链模式，增强企业的竞争力成为必然。与此同时，信息技术和互联网飞速发展，旅行社发展单纯依循“纵向一体化”和“多角化”的模式已不能充分是一个迅速变化的外部环境。而作为“横向一体化”管理思想典型代表的供应链管理模式，则为旅游企业自愿外取、快速响应市场需求变化、及时提供旅游者所需信息、提升企业核心竞争力提供了新的模式选择。基于供应链管理思想的考虑，目前旅游业所形成的以旅行社为核心的供应链管理模式给旅游业的发展造成许多问题，而且落伍于旅游业发展新形势的趋势。本文通过分析散客旅游者出行前、旅游过程中、旅游结束后等各个环节的信息需求，提出通过新型的网络旅游供应链，利用网络的信息查询、网上交易、网上支付等功能，并结合移动方式实现散客旅游服务的网络旅游供应链解决方案。目前，有实力的网络供货商正在成为旅游供应链中的核心企业，正在改变原有供应链接构。基于对问题的解决和新形势的关注，本文探讨并构建以种以网络供货商为核心的新的旅游供应链模式。最后，本文结合具体的案例——携程旅行网进行详细诠释，进而与上文的散客旅游这、散客旅游者需求、传统旅行社面对散客的缺失和不足、网络供应链相对传统以旅行社为核心的旅游供应链相对应，在逐一分析中网络供应链的优势也渐渐凸现出。更多还原

【Abstract】 In recent years, with the raising of income level, continuous exploitation for traveling resources in many districts and constantly changing in the personal travel conception. Compared with mass tourism stage, individual tourism requisition is becoming more and more popular today, due to the characteristic and capricious desires of tourists nowadays. Individual tourists differ from other common group tourists in a large sense. They have rich traveling experiences, widely outlooks as well as high demands which can not be satisfied by traditional group tourism way. Thus individual tourists will take a great proportion of tourists market before long.They will be the most potential and powerful constitution in the future. The traveling market structure experiences an obvious change. As a result, the proportion of scattering travel ascends apparently, the demand of scattering travel is compariatively dispersive and the individual demand in the traveling becomes greater. Therefore it is difficult to offer enough service with traditional modes and organization for traveling. Based on the consideration of the management of supply chain, the author holds that many problems have cropped up in tourism industry because of the traditional supply chain pattern taking travel agency as the core, which is falling behind the new tread of the growth of tourism industry. In order to solve the problem, this article tries todiscuss and construct a new supply chain pattern taking internet as the core. Through analysis of demands of travelers before their traveling, during their traveling and after their traveling. This article proposes a new internet solution to such problems as information inquiry, online transaction, online payment and physical distribution. At the end of analysis, a case study is cited to give a vivic and detail explanation of what have been analyzed before. By examing the case of Ctrip company, it is not difficult to find that its success domenstrate the operation dealing with information and service that are required by F.I.T is not only available through internet but also can be handled effectively and efficiently. Undoubtedly, the advantage of internet tourism supply chain is donmenstrated.更多还原