导　　师： 肖星

学科专业： 120203

授予学位： 硕士

作　　者： ;

机构地区： 广州大学

摘　　要： 旅游业是21世纪全球经济的朝阳产业和绿色产业，蕴藏着巨大的市场空间和开发潜力，也是各国争相发展的重要产业之一。本文运用相关理论，厘清了企业核心竞争力与旅行社核心竞争力的概念，综述了国内外企业核心竞争力与旅行社核心竞争力的的研究进展，阐释了企业核心竞争力的特征、构成要素，尤其是旅行社行业的本质特征、核心竞争力特点及影响旅行社核心竞争力的各种因素。 依据目的性、完整性、科学性、代表性、重要性等原则，本文选取了企业数量与规模等一系列指标，使用因子分析方法，尝试定量构建了旅行社核心竞争力评价指标体系，并初步完成了对全国31个省市区的旅行社核心竞争力的简单评价和排名。 在此基础上，本文以四川省为空间范围，从行业规模、旅游市场、企业竞争、新兴产品等方面对其旅行社行业的发展现状进行了剖析，发现四川省旅行社行业发展面临四个主要问题：一是企业规模小、实力弱，二是战略管理差，三是品牌营销不力，四是企业文化建设薄弱。通过随后的四川和云南两省旅行社核心竞争力比较分析，找出了二者存在差距的主要成因。通过实证分析和比较研究，本文认为，提升四川省旅行社核心竞争力的主要路径在于：强化旅行社战略管理，加强旅行社营销策划，提高旅行社服务质量，完善旅行社产业链条，培育旅行社企业文化。 As a booming industry and green industry in21st century, tourismenjoys a great market space and development potential, which hasbecome one of the most indutries in most coutries. Based on relevanttheories, this paper first clarifies two concepts, that is,enterprise core competitiveness and travel agencies corecompetitiveness, then reviewes the literature progress of corecompetitiveness,including the features and consitutes of corecompetitiveness, especially, the essential characteristics of thetravel industry, the core competitiveness of the characteristics andfactors which may affect travel agency core competitiveness. Based on the principles of purpose, integrity, scientificalness,representative and importance, this study first selects a series ofindices including enterprise quantity and size and then builds theevaluation index system of core competitiveness for travel agenciesamong the initial indices by factor analysis. Then, an evaluation andranking of core competitiveness is completed on travel agencies in31provinces in China respectively. Based on the analysis, this study selects Sichuan province as anexample and analyzes the current situation of the travel agenciesindustry in Sichuan from industry scale,tourism market,enterprisescompetition, and new products. Four problems of travel agencies insichuan province are pointed out: samll enterprises' scale, poorstrategy management, weak enterprises' brand marketing capabilit andfrail enterprises' culture construction. Then a comparison ob SichuanProvince and Yunnan Province is taken to dig out the causescontributing to the gap between the two provinces. Based on theempirical analysis and contrast studies, sevreral measures aresuggested to improve the travel agencies' core competitiveness insichuan province: strengthen strategic management, reinforce thetravel agencies' marketing, enhance the services quality, perfect theenterprise culture, and integrate the chains of travel agenciesindustry.

关 键 词： 企业核心竞争力 旅行社 评价体系 提升路径 四川

分 类 号： [F592.6]

领　　域： [经济管理] [经济管理]