我国中小旅行社供应链联盟的构建机理和实现形式
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摘要
随着“入世”过渡期的结束,我国对外资旅游集团的限制也即将结束,越来越多的国外旅行“大鳄”进入我国,长期被冠以“小、散、弱、差”的我国本土旅行社将面临巨大的压力和挑战,无论是一些大型国际社还是国内社,其竞争实力都无法与国外旅行社相比较。可以说,我国90%以上的旅行社都属于中小旅行社的范围。那么,我国的中小旅行社如何才能找到自己的生存道路呢?我们可以借鉴国外旅行社发展经验,通过联盟方式来提升自己的竞争力,从而共享联盟内各个企业的核心资源,形成供应链联盟。它强调旅游上下游企业间建立长期稳定的合作关系,以达到“1+1＞2”的效应。由于我国中小旅行社不具备实现企业集团化的一系列条件,且对上下游企业的依赖性较强,所以建立供应链联盟是一条切实可行的道路。
本文的主要内容包括:
首先,从界定旅游企业供应链联盟的相关概念入手,对旅游供应链联盟与战略联盟进行了分析,并解析了旅游供应链联盟与旅游企业集团化的异同;
其次,通过对我国中小旅行社面临的宏观环境和现实困境分析,说明了中小旅行社建立供应链联盟的必要性,并运用博弈论、交易成本理论、核心竞争力理论分析了中小旅行社建立供应链联盟的理论原理,同时探讨了我国中小旅行社建立供应链联盟的优势。从而比较全面的分析了中小旅行社供应链联盟的构建机理;
同时,解析了旅行社供应链联盟选择联盟成员的原则,以及其具体实现形式,如合资企业、品牌联盟、战略伙伴关系、旅游营销联盟等;
再次,分析了旅行社建立供应链联盟的影响因素,包括信任程度、监管机制、信息沟通机制、文化冲突、旅游企业管理模式等因素。
最后,还分析了承德旅游营销联盟的成立背景、成功经验并对其存在的问题以及发展前景进行了展望和思考,从而使本文更具有说服力。
With the end of the interim stage of the entering WTO, our country travels to the foreign country , and the circle limit soon finishes , more and more externals travel, and great" alligator" go into our country, the long-term the best with " little and falls apart and feeble and bad " the travel agency in our country mainland is confronted with tremendous pressure and challenge , no matter being our country some large international organize body nevertheless domestic organized body , such contest strength wholly can not one another contrast against the travel agency of external .May talk that the travel agency over 90% of our country wholly pertains to the middle and small travel agency category . How be these travel agency find the living way of self in that way ?We may draw lessons from , and the external travel agency develops experience , and advances contest force of self by means of the coalition means , thereby enjoys inner place the coalition every the business core resources in all, and takes shape the supply link coalition . It emphasizes the tourism working together relationship that to go up to establish between the down steam business steady for a long time and comes to attain " the 1+1>2 " effect. Since the fact that the middle and small travel agency of our country does not possess a series of terms of realization enterprise alliance , and to adjust down steam business quality being dependent on enterprise , therefore establishing the supply link coalition is the way that may be probed.
First of all , the original through the limit is traveled stably , and the business supplies that the link coalition correlation approximately attends school beginning with , and supplies the link coalition to the tourism has been underway the analysis against the strategy coalition, and the tourism supplies the similarities and differences against the tourism enterprise alliance of link coalition to analysis.
Secondly the original is analyzed by means of macroscopic environment and the actual predicament that the middle and small travel agency to our country is confronted with , and illustrated the essentiality that the middle and small travel agency establish the supply link coalition , and the contest force utilized the game theory of game and the deal cost theory and core theory was analyzed theory rule that the middle and small travel agency establish the supply link coalition , and probed into the preponderance that the middle and small travel agency of our country establish the supply link coalition moreover.
At the same time , the original was give out the rule that the travel agency supplied link coalition selection coalition member , along with such concrete realization shape , like solute enterprise , brand coalition and strategy mate's relationship and tourism marketing coalitions and so on.
Once more, analyzed the effect element that the travel agency establish the supply link coalition , and consists of to trust the degree and supervises mechanism and message to link up mechanism and culture to clash and tourism business administration pattern and so on
Finally, the original was still analyzed that Cheng De City travels marketing coalition the establishing backdrop and succeeds , and the experience has been carried on prospect and consideration to such being problem along with development foreground, thereby causes the original still more have the authority.
本文的主要内容包括:
首先,从界定旅游企业供应链联盟的相关概念入手,对旅游供应链联盟与战略联盟进行了分析,并解析了旅游供应链联盟与旅游企业集团化的异同;
其次,通过对我国中小旅行社面临的宏观环境和现实困境分析,说明了中小旅行社建立供应链联盟的必要性,并运用博弈论、交易成本理论、核心竞争力理论分析了中小旅行社建立供应链联盟的理论原理,同时探讨了我国中小旅行社建立供应链联盟的优势。从而比较全面的分析了中小旅行社供应链联盟的构建机理;
同时,解析了旅行社供应链联盟选择联盟成员的原则,以及其具体实现形式,如合资企业、品牌联盟、战略伙伴关系、旅游营销联盟等;
再次,分析了旅行社建立供应链联盟的影响因素,包括信任程度、监管机制、信息沟通机制、文化冲突、旅游企业管理模式等因素。
最后,还分析了承德旅游营销联盟的成立背景、成功经验并对其存在的问题以及发展前景进行了展望和思考,从而使本文更具有说服力。
With the end of the interim stage of the entering WTO, our country travels to the foreign country , and the circle limit soon finishes , more and more externals travel, and great" alligator" go into our country, the long-term the best with " little and falls apart and feeble and bad " the travel agency in our country mainland is confronted with tremendous pressure and challenge , no matter being our country some large international organize body nevertheless domestic organized body , such contest strength wholly can not one another contrast against the travel agency of external .May talk that the travel agency over 90% of our country wholly pertains to the middle and small travel agency category . How be these travel agency find the living way of self in that way ?We may draw lessons from , and the external travel agency develops experience , and advances contest force of self by means of the coalition means , thereby enjoys inner place the coalition every the business core resources in all, and takes shape the supply link coalition . It emphasizes the tourism working together relationship that to go up to establish between the down steam business steady for a long time and comes to attain " the 1+1>2 " effect. Since the fact that the middle and small travel agency of our country does not possess a series of terms of realization enterprise alliance , and to adjust down steam business quality being dependent on enterprise , therefore establishing the supply link coalition is the way that may be probed.
First of all , the original through the limit is traveled stably , and the business supplies that the link coalition correlation approximately attends school beginning with , and supplies the link coalition to the tourism has been underway the analysis against the strategy coalition, and the tourism supplies the similarities and differences against the tourism enterprise alliance of link coalition to analysis.
Secondly the original is analyzed by means of macroscopic environment and the actual predicament that the middle and small travel agency to our country is confronted with , and illustrated the essentiality that the middle and small travel agency establish the supply link coalition , and the contest force utilized the game theory of game and the deal cost theory and core theory was analyzed theory rule that the middle and small travel agency establish the supply link coalition , and probed into the preponderance that the middle and small travel agency of our country establish the supply link coalition moreover.
At the same time , the original was give out the rule that the travel agency supplied link coalition selection coalition member , along with such concrete realization shape , like solute enterprise , brand coalition and strategy mate's relationship and tourism marketing coalitions and so on.
Once more, analyzed the effect element that the travel agency establish the supply link coalition , and consists of to trust the degree and supervises mechanism and message to link up mechanism and culture to clash and tourism business administration pattern and so on
Finally, the original was still analyzed that Cheng De City travels marketing coalition the establishing backdrop and succeeds , and the experience has been carried on prospect and consideration to such being problem along with development foreground, thereby causes the original still more have the authority.
引文
[1]罗明义,国家旅游局网站,《旅游调研》2007年第1期
[1]参考马祖军,武振业。供应链联盟及成因分析[J],软科学,2006,16(4):17-22
[2]案例引自,贺小荣,徐少阳,国外旅游企业战略联盟的现状及对我国的启示,旅游学刊,2007年第1期
[1]数据来源:国家旅游局网站,http://www.cnta.gov.cn.
[1]黄郁成,入世后中小旅行社的生存和发展[J],江西财经大学学报。2003,30(06):第84页。
[2]张秀萍,供应链竞争力,北京:中国人民大学出版社,2005,第138页。
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[1]参考王颖,供应链联盟与纵向一体化比较研究,经济师,2006年第7期。
[1]杜文才主编,旅游电子商务,清华大学出版社,2006,9,第289页。
[2]杜江,戴斌.旅行社管理比较研究,北京:旅游教育出版社,2006,6,第187页
[1]案例引自,贺小荣,徐少阳,国外旅游企业战略联盟的现状及对我国的启示,旅游学刊,2007年第1期。
[1]冯涛,常云昆,微观经济学,陕西人民出版社,2001,第159页。
[1]引自MBA智库百科网站,http://wiki.mbalib.com/
[1]参考王则柯,李杰编著的《博弈论教程》,中国人民大学出版社,2004年,第231-236页。
[1]引自MBA智库百科网站,http://wiki.mbalib.com/
[1]参见鲁开垠等:《核心竞争力:企业永续制胜之路》,《经济日报》出版社出版,第68页。
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[5]马浩,竞争优势解剖与集合,中信出版社,2004,11,第31-32页。
[6]张秀萍,供应链竞争力,北京:中国人民大学出版社,2005年,第45页。
[1]案例引自姚延波编著,现代旅行社管理研究,北京:高等教育出版社,2004,7,第156页。
[2]冯涛,常云昆,微观经济学,陕西人民出版社,2001,第89页。
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[1]参考马祖军,武振业。供应链联盟及成因分析[J],软科学,2006,16(4):17-22
[2]案例引自,贺小荣,徐少阳,国外旅游企业战略联盟的现状及对我国的启示,旅游学刊,2007年第1期
[1]数据来源:国家旅游局网站,http://www.cnta.gov.cn.
[1]黄郁成,入世后中小旅行社的生存和发展[J],江西财经大学学报。2003,30(06):第84页。
[2]张秀萍,供应链竞争力,北京:中国人民大学出版社,2005,第138页。
[3]曹凤歧,中国企业股份制的理论与实践,北京:企业管理出版社,1999年,第10页。
[1]参考王颖,供应链联盟与纵向一体化比较研究,经济师,2006年第7期。
[1]杜文才主编,旅游电子商务,清华大学出版社,2006,9,第289页。
[2]杜江,戴斌.旅行社管理比较研究,北京:旅游教育出版社,2006,6,第187页
[1]案例引自,贺小荣,徐少阳,国外旅游企业战略联盟的现状及对我国的启示,旅游学刊,2007年第1期。
[1]冯涛,常云昆,微观经济学,陕西人民出版社,2001,第159页。
[1]引自MBA智库百科网站,http://wiki.mbalib.com/
[1]参考王则柯,李杰编著的《博弈论教程》,中国人民大学出版社,2004年,第231-236页。
[1]引自MBA智库百科网站,http://wiki.mbalib.com/
[1]参见鲁开垠等:《核心竞争力:企业永续制胜之路》,《经济日报》出版社出版,第68页。
[2]坎贝尔(Campbell,A.)等编;严勇等译。核心能力战略:以核心竞争力为基础的战略,东北财经大学出版社,1999,8,第156页。
[3]张秀萍,供应链竞争力,北京:中国人民大学出版社,2005年,第6页。
[4]马士华,林勇,供应链管理。北京:高等教育出版社,2003,第5页。
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