毕业设计论文-浅论我国中小型旅行社的经营策略.doc

Abstract Nowadays, with the expanding field of tourism and opening up all aspects of the gradual elimination of protectionist barriers, the community is increasing demand for leisure travel, hidden potential large market, but the corresponding increasingly fierce market competition . Combined account for the vast majority of small travel agencies led the development of the entire travel industry gradually into difficulties, especially in the management of business services exposed on the small business model chaos, collective economy weak and so on. This article comprehensive study of domestic and foreign small and medium sized travel agencies Zeyi business background as a starting point, with small and medium sized travel agency management system to analyze the current situation and development of its business management model, proposed by small and medium sized travel agencies in the product, marketing and pricing issues, while re-use induction and system analysis, analyze problems and propose a new situation in the small travel agencies in China to adapt to the appropriate business development strategy to examine the status of travel agency management, improve management, so that small travel agencies in China can effectively meet the challenge and compete . Keywords: Small and medium-sized travel service，management，the current situation，countermeasures 目 录 中文摘要 1 Abstract 2 引言 4 1．综述 4 1.1 本文的研究背景 4 1.2 本文的研究意义及思路 6 1.3 国内外关于旅行社经营策略的研究现状 6 2．中小型旅行社的概况 7 2.1 中小型旅行社的概念 7 2.2 中小型旅行社经营特点 8 2.3 中小型旅行社的发展优势 9 3．中小旅行社经营管理中的问题 9 3.1 产品方面 10 3.2 渠道方面 10 3.3 价格方面 12 4．中小型旅行社的经营策略 12 4.1 产品策略 12 4.2 渠道策略 13 4.3 价格策略 15 5．结论 15 参考文献 16 致 谢 17 引言 旅游业的发展与繁荣，同世界经济与科学技术密切相关，作为旅游业重要组成部分的旅行社也从发展初期的寡占行业，发展成为现在的旅游业的垄断竞争行业，行业规模己经基本形成，在旅游业中具有重要作用。 近年来，旅游业快速发展的形势和市场竞争白热化的局面使我国旅行社企业普遍感受到了危机与挑战，国内旅行社业承受了国际大型旅游集团和企业内部改革的双重压力，而在中国现有的旅行社市场格局中，数量上占绝对优势的中小旅行社在产品开发、品牌竞争等方面都处于更加明显的劣势地位，这极大地制约了国内旅行社整体竞争力的提高。面临着国际和国内旅游市场的机遇和挑战，旅行社之间竞争却日益激烈，旅行社的经营管理直接决定旅行社的生存和发展。因此，我国中小