【摘要】：當(dāng)前,隨著中國深化改革和經(jīng)濟(jì)轉(zhuǎn)型、擴(kuò)大內(nèi)需戰(zhàn)略的進(jìn)一步推進(jìn),旅游產(chǎn)品作為居民除了基本消費(fèi)以外閑暇消費(fèi)的龍頭產(chǎn)品,為旅行社業(yè)的向前發(fā)展提供了廣闊的市場。武漢市作為我國中部地區(qū)的特大城市,以其豐富的自然資源和大量的旅游資源,優(yōu)越的地理區(qū)位條件和深厚的人文底蘊(yùn)吸引著越來越多的游客前來旅游觀光。近年來,武漢市旅行社業(yè)在全國旅行社業(yè)進(jìn)一步向前發(fā)展的形勢(shì)下也不斷完善自身體制,發(fā)展態(tài)勢(shì)是總體運(yùn)營穩(wěn)中有進(jìn),但在發(fā)展過程中也遇到了諸多問題。 本文運(yùn)用SCP范式,結(jié)合武漢市旅游局提供的大量可靠信息,對(duì)武漢市旅行社業(yè)的市場結(jié)構(gòu)、市場行為、市場績效目前的狀況進(jìn)行研究和探討。首先,本文選取了武漢市旅行社業(yè)行業(yè)競爭中的市場集中度、產(chǎn)品差異化程度、進(jìn)入和退出壁壘三個(gè)指標(biāo),通過整理分析了武漢市旅行社業(yè)的市場結(jié)構(gòu)。研究表明,市場集中度低、產(chǎn)品差異化不明顯,進(jìn)入和退出壁壘“雙低”是武漢市旅行社業(yè)的市場結(jié)構(gòu)現(xiàn)狀和特點(diǎn)的體現(xiàn)；其次,本文選取了武漢市旅行社業(yè)行業(yè)競爭中的價(jià)格行為、促銷行為、產(chǎn)品創(chuàng)新程度三個(gè)指標(biāo)分析了武漢市旅行社業(yè)的市場行為。研究表明,價(jià)格戰(zhàn)問題日益突出、產(chǎn)品促銷方式單一、產(chǎn)品創(chuàng)新程度有待加強(qiáng)是武漢市旅行社業(yè)的市場行為現(xiàn)狀和特點(diǎn)的體現(xiàn)；再次,本文選取了武漢市旅行社業(yè)行業(yè)競爭中的接待人數(shù)、利潤指標(biāo)和市場滿意度三個(gè)指標(biāo)分析了武漢市旅行社業(yè)的市場績效。研究表明,旅行社業(yè)的相對(duì)接待人數(shù)在武漢市旅游總?cè)藬?shù)中所占的比例較低,利潤不高甚至出現(xiàn)負(fù)利潤,旅行社投訴集中是武漢市旅行社業(yè)市場績效現(xiàn)狀和特點(diǎn)的體現(xiàn)。最后,本文就武漢至旅行社也存在的問題提出了一些建議。
[Abstract]:At present, with the deepening of China's reform and economic transformation and the further promotion of the strategy of expanding domestic demand, tourism products, as the leading products for residents' leisure consumption other than basic consumption, provide a broad market for the development of travel agency industry. As a mega-city in the central part of China, Wuhan attracts more and more tourists for its rich natural resources and tourism resources, superior geographical location conditions and profound cultural heritage. In recent years, Wuhan travel agency industry in the situation of further development of the national travel agency industry also constantly improve its own system, the development situation is the overall operation steady progress, but in the process of development also encountered many problems. Based on the SCP paradigm and a large amount of reliable information provided by Wuhan Tourism Bureau, this paper studies and discusses the current situation of the market structure, market behavior and market performance of Wuhan travel agency industry. Firstly, this paper selects three indexes of market concentration, product differentiation, entry and exit barriers in the competition of Wuhan travel agency industry, and analyzes the market structure of Wuhan travel agency industry through sorting out. The research shows that the market concentration is low, the product differentiation is not obvious, and the entry and exit barriers are the embodiment of the present situation and characteristics of the market structure of Wuhan travel agency industry. Secondly, this paper analyzes the market behavior of Wuhan travel agency industry by selecting three indexes of price behavior, promotion behavior and product innovation degree in the competition of Wuhan travel agency industry. The research shows that the price war problem is more and more prominent, the product promotion mode is single, the degree of product innovation needs to be strengthened, which is the embodiment of the present situation and characteristics of the market behavior of Wuhan travel agency industry. Thirdly, this paper analyzes the market performance of Wuhan travel agency industry by selecting the number of visitors, profit index and market satisfaction index in the competition of Wuhan travel agency industry. The study shows that the relative number of tourists in the travel agency industry accounts for a low proportion of the total number of tourists in Wuhan, and the profit is not high or even negative. The concentration of travel agency complaints is the embodiment of the present situation and characteristics of the market performance of the travel agency industry in Wuhan. Finally, this paper puts forward some suggestions on the problems of Wuhan to travel agency.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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