泉州中国旅行社经营战略研究

西安理工大学硕士学位论文泉州中国旅行社经营战略研究姓名：陈均亮申请学位级别：硕士专业：工商管理指导教师：薛伟贤200401011Abstract2Title:OperationalStrategyResearchofChinaTravelServiceinQuanzhouMajor:MasterofBusinessAdministrationStudent:ChenJunliangSignature:Tutor:XueWeixianSignature:AbstractChinaTravelServiceofQuanzhouisamiddletravelagency.Aftermanyyearsdevelopmentitfacesthenewproblemsthatthestagnationofdevelopmentandthenon-idealofretainedprofits.Withthecompetitionviolentincreasingly,theenterofforeigncapital’stravelagency,springupoftourwebandincreasingmatureofpeople’stourconsumption,enterprisesmustfindtherightdirectionandestablishfeasibledevelopmentstrategy.ThetextualresearchwayofthinkingregardthemodelofSWOTasthemainlinelaunches.Firstlyintroducetravelagency’sgeneralsituation,researchbackgrounds,researchmeaning,researchwayofthinkingandconstruction.Secondlyintroduceresearchsituationofstrategicmanagementtheoryandoperationalstrategicsuccessfulexperienceoftravelagencyathomeandabroad.Thirdlyanalysisexteriorenvironmenttofindit’smarketopportunityandthreaten.Finallyaccordingtotheanalysisresult,Discusstheorientationofenterprisestrategicchooseandstrategicplanimplement.AdoptPESTandPorter’scompetemodeltheorytoanalysisexteriorenvironmentofChinatravelserviceinQuanzhou.Throughtheanalysisoftravelagency‘sindustrialactuality,industrialkeysuccessfactor,industrialhistorytrackofoperationsystem’sstructureandthreetravelmarket’ssituation,Pointoutthedevelopmentforeground,developmenttrendandmanagingproblemsexistingoftravelagency.Intheinsideenvironmentofenterprise,analysisembeddedthedevelopmentactuality,characteristic,managementthing,resourcethingandkernelcompetition.Accordingtotheanalysisabove,bringforwardthemanagementstrategyofChinatravelserviceinQuanzhou,thefocusofstrategyisservicetheenterprisesandgovernment.Makinguseofthepersonwithability,networkandresource’sadvantage,carryoutthenetworkandgrade-brand3stratagem,locatereasonableateachcountryandcityofQuanzhou,increasethe“business”departmentbywayofcontrol-sharesorwholefund.BeyondtheQuanzhou,wecanperfectthenetworkoperationalsystembybuilding“holiday’scomboofChinatravelagency”.Atlast,Webringforwardtheimplementsuggestsaboutoperationalstrategy,inotherwords,optimizeenterprise’soperationalmechanismfurther,recombineoperationflow,applythegrade-brandstratagem,andapplynetworkstratagem.ThroughtheresearchtooperationalstratagemofChinatravelagency,HopethatwecanprovidebeneficialhelptotheoperationanddevelopmentofChinatravelserviceinQuanzhou,atthesametime,providesomebeneficialreferencetothetravelagencywhichsimilartoChinatravelagencyinQuanzhou.KeyWords:TravelAgency,OperationalStratagem,Grade-brandStratagem,NetworkStratagemTypeofThesis:ApplicationResearch1195132“”“”MBA23MBA4SARS51MBA61-1a.b.c.a.b.c.d7MBA81976198291243(C.K.PRAHALAD)(GARYHAMEL)5(ValueAssurance)(ValueEnhancement)(Innovation)62-1MBA102-1a.b.c.a.b.c.d.e.a.b.c.d.e.2060160702060a.b.c.2802080·11a.b.c.·203901990“”1995DavidJ.CollinsCynthiaA.Motgomery90490209090JamesF.Moore1996MBA12131234514209017002090511“”199922%1999902001260200250012MBA153000153520505020024“”“”2001100013015200219200171320801691901987“”“”“”1992700“”“”20802000199710%90%“”“”3-150318001200MBA173-1%%%19973778853319986268924417661001999104682112719118820001413644110289512001260848184583102200231220113670721“”“”1200141850199694.3GlobalDistributionSystemGDS60M1S5MBA19“”abcd20MBA2122MBA2324MBA25264-14-1MBA274-2%%%%2000899322.2712682.59772526.2516.4317.5320011071619.1613194.03939721.6519.2417.112002116158.3913582.96102579.1522.9119.074-3()%()%()%()%()%2000365.92-27.65170.87-16.41195.05-35.27469.9521.5110.4411.662001415.4713.55216.3926.64199.082.07589.8025.5112.8523.092002412.25-0.78184.61-14.69227.6414.35710.6320.4911.93-7.162844.2.3MBA2930MBA3132MBA3334MBA3536MBA37381a.MBA39b.c.d.e.40MBA415-142“”225-2MBA435-2ISO900198%19985-1445-1:1245334515465232820587231541122215555258251051035171410312525105393333418236045421998MBA4519955-25-2200020012002335942614855183061414613643112531468714786105381067910816%545332281(%)1.741.321.26%298529013284%6352729268519952312001200026.85%2002200113.94%200125%4622%33%11220MBA4733.47%19.67%15004008090200148(1000)5-393.7%83.2%88.6%92.3%93.1%57.7%49.6%MBA495-3%548480575221143593678389352311356353330253229809803212804301834048012075053024907220042701711402100100100100100100100HamelPrahalad199025500“”50“”“”5-4MBA515-411008423“”2090“”5-5525-5(S)(W)a.a.b.b.c.c.dd.e.e.f.gMBA53“”26,“”54123()MBA55“”“”SWOTSWOT(strengths)(weakness)(opportunities)(threatens)SW0TSOWOSTWT6-1SWOT1(SO)WOSTWTSO562(WO)3(ST)4(WT)6-1SWOT(S)a.b.c.de.f.g(W)a.b.c.d.e.(O)a.b.c.d.e.SOa.b.c.W0a.b.c.d.(T)a.WTOb.c.d.e.f.STa.b.WTa.b.MBA57955“”1996“”“”“”1999“”5“”“”“”58“+”“”16%41%53%60%183001050001125200111500500MBA592721001006061MBA6263MBA6465MBA6667MBA6869MBA7071MBA7273MBA747576MBA777879AndrewsK.TheConceptofCorporateStrategy1971p284MichaelE.Porter.CompetitiveStrategyFreePress1980p39RobertE.HoskissonStrategicManagement2002.2p82.C.K.Prahald&Hamel“Thecorecompetenceofthecorporation”HarvardBusinessReview1990p5H.H.HinterhuberE.KrauthawmerTenTasksoftheLeaders”Industri