基于价值链的旅行社经营战略创新研究

分类号:UDC密级:编号:暨南大誉硕士学位论文基于价值链的旅行社经营战略创新研究一以深圳市为例的实证分析学位申请人:__.导师姓名及职称:专业名称:____刘艳红蓝观志教授旅游管理2008年10月15日暨南大学周觅士学位论文题名(中英对照):基于价值链的旅行社经营战略创新研究—以深圳市为例的实证分析InnovationStudyofTravelAgencyStrategiesBasedonValueChaininShenzhenCity作者姓名:刘艳红指导教师姓名及学位、职称:董观志博士教授学科、专业名称:旅游管理论文提交日期:论文答辩日期:答辩委员会主席:论文评阅人:学位授予单位和日期:独创性声明本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人己经发表或撰写过的研究成果，也不包含为获得暨南大学或其他教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。学位论文作者签一习毕邑‘;签一2。。8·1。一学位论文版权使用授权书本学位论文作者完全了解暨南大学有关保留、使用学位论文的规定，有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人授权暨南大学可以将学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编学位论文。(保密的学位论文在解密后适用本授权书)学位论文作者签名:司杨，导师签名:签字日期:2008年10月15日学位论文作者毕业后去向:工作单位:深圳市巨邦国际旅行社有限公司通讯地址:深圳市深南东路3085号签字日期:2008年10月15日电话:邮编:13602525857518001摘要1985年，美国学者迈克尔·波特首先提出的价值链理论，是指企业在一个特定行业内的各种活动的组合，是分析企业竞争力的有效途径，也体现了价值增值的要求。在西方国家，旅行社行业充分利用价值链理论，许多旅行社集团企业由此得以快速成长起来，并对世界旅游业产生了深刻的影响。改革开放30年，中国旅行社业已经进入到产业转型升级的关键时期，价值链理论成为中国旅行社业实现战略演进的重要理论基础。本文以价值链理论为指导，首先采用文献研究的方法，综合阐述了国内外学者关于旅行社价值链以及相关产业价值链的研究成果;接着，采用比较归纳的方法，深入研究了美国运通、德国途易、香港中旅、上海春秋、携程和e龙等旅行社企业的价值链结构;然后，采用统计分析法和实地考察的方法，对深圳市旅行社业的运行态势进行了系统分析，为深圳旅行社业构建价值链提出了经营战略创新的思想路线;最后，系统阐述了深圳旅行社业实施国际化战略、规模化战略、差异化战略的基本对策，针对领导型旅行社企业提出了集团化战略，针对跟随型旅行社企业提出了专业化战略，针对补缺型旅行社企业提出了联盟化战略，从而，形成了深圳市旅行社业转型升级的系统战略方案。本文的研究方法为具体产业部门应用价值链理论提供了技术路线，本文的研究结论对深圳乃至国内旅行社业转型升级具有理论指导意义和实践价值。【关键词】创新战略;价值链;旅行社经营;深圳AbstraetThetheoryofvalueehainwasfirstlyraisedbyAmerieanseholarMiehaelEPorterin1985.ItreferstothecombinationofallkindsofactivitiesinaeertainsPeeialfieldofenterprise，andhasbeenausefultoolofanalyzingenterprise’5eomPetitiveadvantage，Presentingthedemandofvalueineremeni.FullyusedintravelindustryinwestemeountriesinWhiehitProducedanddeveloPed，valueehainhascreatedmanygiantenterprises，andnow15beeomingessentialsubjeetforChinatravelageneyindustryatturningPoint.Makingvaluechainanalysisasmainclue，workingwithdoeumentstudy，induction，statisties，andinvestigationmethods，theartielefirstexPlainsthetheoryofvalueehainintravelindustryandsummarizesthestrategyviewsofexPertsandseholars.SeeondlyitusesthesueeessfulexPerieneesofadvaneedtravelagencieshomeandabroadsuchasAmerieanexPressinUSA，TUIinGerman，ChinaTravelServiceinHongKong，SPringandAutumninShanghai，C一triPande一longofChina.FinallyitoffersinnovationStrategiesfromthevalueehainangleaeeordingtoPresentevaluationforShenzhentravelageneies，that15，iniernational，large一seale，anddifferentstrategiesforthewholefield，meanwhile，eonglomerationforleadingenterprises，sPeeializationforfollowingenterprises，strategyallianeefornieheenterprises.ThestrategysystemofShenzhentravelageneyinuPgradePeriod15alsoelearlygiven.ItaimstoProvidetheoretiealfoundationandseientifieguidanceforShenzhentravelagencydeveloPmeniandofferrefereneesforotherdomestieeitiestodeveloPtheirtravelageneies.Keyword:InnovationStrategiesValueChainTravelAgeneyShenzhen目录中文摘要··························································································……(I)英文摘要·························································································……(H)目录································································································……(m)1导言···································································································……31.1选题背景与研究意义···········································································……31.2研究内容与文献综述···········································································……41.3研究方法和技术路线··································································..··..……92对国内外旅行社经营中的价值链战略研究················································……112.1跨国的兼并扩张战略—以美国运通为例················································……n2.2全球集团化渗透战略—以德国途易为例················································……142.3网络化规模经营战略—以香港中旅为例················································……巧2.4纵向一体化扩张战略—以上海春秋为例················································……172.5业务领域多角化战略—以携程e龙为例················································……183对深圳市旅行社经营中的价值链现状分析················································……203.1深圳市旅行社价值链上的业态特征·························································……203.2深圳市旅行社的优势与限制性因素·························································……243.3深圳市旅行社行业地位及企业现状·························································……274.基于价值链的深圳旅行社经营战略的创新对策·········································……344.1行业发展战略研究···········································································……344.2企业发展战略研究···········································································……405结语································································································……445.1基本结论·······················································································……445.2未来研究····················································································……45致谢图表索引图1一1研究内容示意图图1一2旅行社价值链示意图图1一3世界发达国家旅行社电脑预订系统拥有率比较示意图图1一4研究技术路线示意图图2一1美国运通价值链斜向一体化示意图图2一2德国途易经营架构简图图4一1深圳旅行社价值链横向扩张示意图图4一2宝安中旅的模式下的旅游供应链图4一3深航国旅的盈利模式图4一4世纪假日电子商务平台方案图4一5深圳温泉之家价值链联盟化示意图图5一1深圳旅行社价值链上的积极扩张战略示意图表2一1美国运通旅行社跨国兼并情况一览表表2一2香港中旅社关联交易与产业链运营示意表