【摘要】：20世紀(jì)九十年代,互聯(lián)網(wǎng)經(jīng)濟(jì)的飛速發(fā)展使商業(yè)模式的概念越來(lái)越多的被學(xué)者們提及,也逐漸從概括性理論應(yīng)用到旅行社的應(yīng)用研究中。商業(yè)模式是旅行社運(yùn)作的生存和發(fā)展基礎(chǔ),包含了企業(yè)產(chǎn)品、服務(wù)以及信息流等部分。隨著我國(guó)經(jīng)濟(jì)的飛速發(fā)展,旅游市場(chǎng)機(jī)制的不斷完善,選擇出境旅游方式的旅游者逐年增加,出境游市場(chǎng)也越來(lái)越受到旅游企業(yè)的重視。但目前我國(guó)旅行社出境旅游產(chǎn)品同質(zhì)化、缺乏個(gè)性化,已不能滿(mǎn)足客戶(hù)市場(chǎng)的需求,加之外企的逐漸進(jìn)入對(duì)我國(guó)旅行社出境游發(fā)展構(gòu)成嚴(yán)重的威脅。本文通過(guò)梳理國(guó)內(nèi)外相關(guān)研究文獻(xiàn),分析商業(yè)模式、商業(yè)模式創(chuàng)新、旅行社出境游商業(yè)模式的概念,分析影響我國(guó)旅行社出境游商業(yè)模式的要素。從企業(yè)運(yùn)營(yíng)、企業(yè)盈利、旅行社產(chǎn)業(yè)鏈三個(gè)角度對(duì)旅行社出境游現(xiàn)有商業(yè)模式進(jìn)行分類(lèi)歸納,并分別結(jié)合相關(guān)案例指出其商業(yè)模式存在的問(wèn)題,以及優(yōu)劣勢(shì)評(píng)價(jià)。以“騰邦國(guó)際”作為綜合案例進(jìn)行實(shí)證研究,分析其成功從傳統(tǒng)旅行社向O2O轉(zhuǎn)型的路徑及目前使用商業(yè)模式。最后結(jié)合我國(guó)旅行社出境游商業(yè)模式存在的問(wèn)題以及成功轉(zhuǎn)型案例經(jīng)驗(yàn),針對(duì)性提出了旅行社商業(yè)模式提升對(duì)策,即旅行社必須在整合上下游資源、企業(yè)運(yùn)營(yíng)管理、出境旅游產(chǎn)品開(kāi)發(fā)、服務(wù)規(guī)范等方面必須做出進(jìn)一步的完善和升級(jí),來(lái)迎接我國(guó)出境游人數(shù)井噴的大好形勢(shì),同時(shí)提高抵御外企的競(jìng)爭(zhēng)力。論文研究?jī)?nèi)容包括以下部分:第1部分:介紹論文研究背景,指出研究目標(biāo),并對(duì)國(guó)內(nèi)外相關(guān)研究成果進(jìn)行分析,確定研究意義。第2部分:解釋相關(guān)概念和分析相關(guān)理論,為論文寫(xiě)作奠定理論基礎(chǔ);根據(jù)客戶(hù)需求以及旅游產(chǎn)品兩個(gè)方面分析影響我國(guó)旅行社出境游商業(yè)模式的要素,為研究我國(guó)旅行社出境游商業(yè)模式、優(yōu)劣勢(shì)等問(wèn)題提供理論支持。第3部分:從企業(yè)運(yùn)營(yíng)、企業(yè)盈利、旅行社產(chǎn)業(yè)鏈三個(gè)角度區(qū)分旅行社出境游商業(yè)模式,結(jié)合相關(guān)案例指出其存在的問(wèn)題,對(duì)各類(lèi)商業(yè)模式的優(yōu)劣勢(shì)進(jìn)行對(duì)比分析。第4部分:實(shí)證研究“騰邦國(guó)際”成功從傳統(tǒng)旅行社轉(zhuǎn)向O2O模式的路徑及其商業(yè)模式。第5部分:分析我國(guó)出境游面臨的新形勢(shì),結(jié)合各類(lèi)商業(yè)模式存在的問(wèn)題,并吸取成功案例商業(yè)模式的優(yōu)點(diǎn),提出我國(guó)出境游商業(yè)模式的創(chuàng)新和提升的路徑。
[Abstract]:In the 1990 's, the rapid development of the Internet economy has made the concept of the business model more and more to be mentioned by the scholars, and also gradually applied from the general theory to the application research of the travel agency. The business model is the base of the existence and development of the operation of the travel agency, including the enterprise products, services, information flow and other parts. With the rapid development of our country's economy and the continuous improvement of the tourism market mechanism, the number of tourists who choose to travel abroad is increasing year by year, and the market for outbound travel is becoming more and more important to the tourism enterprises. However, at present, China's travel agency's outbound travel products are of the same quality, the lack of individuation, has not met the demand of the customer market, and the gradual entry of the foreign enterprise constitutes a serious threat to the development of the travel agent of our country. By combing the relevant research literature at home and abroad, the paper analyzes the concept of business model, business model innovation and travel agency's business model, and analyzes the factors that affect the business model of the travel agency of our country. From the three aspects of enterprise operation, enterprise profit and travel agency industry chain, the current business model of the travel agency is classified and summarized, and the problems of the business model and the evaluation of the advantages and disadvantages are pointed out in connection with the relevant cases, respectively. The paper makes an empirical study of the "Tengzhou International" as a comprehensive case, and analyzes the path of successful transition from the traditional travel agent to the O2O and the current business model. Finally, combining with the problems of the business model of the travel agent of our country and the experience of successful transformation, the paper puts forward the countermeasures of the business model of the travel agency, that is, the travel agent must develop the product of the upstream and downstream resources, the operation and management of the enterprise and the outbound tourism product. The service specification and other aspects must be further improved and upgraded to meet the well-well-out situation of the number of outbound tourists in our country, and to improve the competitiveness of foreign enterprises. The research content of the thesis includes the following parts: Part 1: The background of the research of the paper is introduced, the research object is pointed out, and the relevant research results at home and abroad are analyzed and the significance of the research is determined. Part 2: Explain the relevant concepts and analyze the relevant theories, and lay a theoretical foundation for the thesis writing; according to the customer demand and the two aspects of the tourism product, the paper analyzes the factors that affect the business model of the travel agent of our country, and in order to study the business model of the travel agent of our country, Theoretical support is provided to the problems such as the superiority and disadvantage. Part 3: The business model of travel agency is distinguished from the three aspects of enterprise operation, enterprise profit and travel agency industry chain, and the existing problems are pointed out in combination with relevant cases, and the superiority and disadvantage of all kinds of business models are compared and analyzed. Part 4: The empirical research "Tengzhou International" has successfully changed from the traditional travel agent to the O2O mode and its business model. Part 5: To analyze the new situation of our country's outbound travel, combine the existing problems of all kinds of business models, and draw on the advantages of the successful case business model, and put forward the innovative and improved path of our country's outbound travel business model.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F592.6

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本文編號(hào)：2505782