河南旅行社发展现状与策略研究.docVIP

本科生毕业论文 河南旅行社发展现状与对策研究 姓　　名 王娇 学　　号 20102140418 专　　业 旅游管理 指导教师 刘爽 2012年05月08日 摘 要 随着中国旅游业持续、快速、健康地发展，河南旅游业凭借着优越的区位优势、丰富的旅游资源、深厚的文化底蕴，国内国际旅游稳步增长，产业体系基本形成，产业规模不断壮大；目前河南正努力实现从旅游资源大省到旅游经济强省的新跨越,然而正是在这样的背景下，作为旅游的龙头产业—旅行社却竞争力低下、服务水平不高、市场竞争混乱。本文在首先分析了我国旅行社发展现状存在的问题，我国旅行社业规模不断扩大，市场竞争也越来越激烈，集团化和垂直化分工体系尚未形成等等；然后着重分析河南旅行社业发展现状和当存在的问题，当下河南旅行社业产品结构单一、品牌经营缺乏系统研究已成为制约河南旅行社的发展的问题，同时还伴随着人力资源体系不健全、市场营销水平有限，不能充分利用现代信息化时代的高科技营销手段来促销现有的产品、为了低微的利润相互降价争夺客源，竞争力极其低下，缺乏竞合意识和现代的先进的管理理念和管理模式等。针对河南旅行社业存在的问题从宏观和微观等几个不同的方面提出思路与对策。 关键词：旅行社；现状；发展；对策 Abstract With Chinas tourism sustained、rapid and healthy development, and with advantageous geographical location, all kinds of rich resources, profound cultural foundation，the tourism of domestic and international grows stablely, the system of tourism industy formed basically, and the scale are unceasingly exspanding. Now the province of HeNan is trying to transfer from depanding on its rich resouces to developing its economy of tourism industry; under this background, as the important part of tourism, the competitiveness of travel agency of HeNan is limited and the quality of service is needed to be promoted and the order of tourism market is chaos. This paper firstly analyzes the presented situation and existing problems of tourism agency in our country and then foucses on analyzing the current situation of travel agency in HeNan, for example, the product structure of the tourism industry in HeNan is very single; the travel agency is unable to make full use the advantage of modern high-technologe; the ability of sell and showing off is limited. The paper mainly through reviewing the relative doctumentry or literature and collecting correspanding data put forward the statege to solving the current existing problems of tourism industy in HeNan. Key Words: travel agency ; current situation ; develop; countermeasures 目　录 引 言 4 一、我国旅行社业发展现状 7 （一）我国旅游市场规模不断扩大 7 （二）市场竞争日益激烈 8 （三）集团化、垂直化分工体系尚未形成 8 二、河南省旅行社业发展现状及存在的问题 9 （一） 河南省旅行社业的现状 9 1.河南省旅行社行业的总