旅游服务供应链协调机制与整体优化研究
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摘要
三十年来,中国旅游业经历了快速发展的过程,它在我国经济生活中扮演着越来越重要的角色。如今旅游业已经成为增加国家外汇收入、刺激公民消费、加速经济发展的新的经济增长点。中国旅游业运行几十年的经验表明,强化跨部门、跨地区协调管理的力度,是实现旅游业顺利运营和健康发展的基本保证。然而,目前我国旅游行业的协调能力十分有限,相关协调政策不能适应旅游业快速发展的需要,关系不顺,政策不明,各利益主体之间的冲突仍很多,因此需要一种全新的经营管理模式来协调旅游经营企业之间的关系。本论文从供应链的角度,以旅行社为核心企业来研究促进我国旅游经营企业发展的协调机制和整体优化措施。论文共分8章,结构安排如下:
第1章首先介绍旅游服务供应链提出的背景及研究意义,然后阐述相关研究文献综述及研究的主要内容、研究方法和创新点。
第2章阐述旅游服务供应链的概念和特征,探讨旅游服务供应链的基本构成形式和协调机制。
第3章到第7章是本论文的重点。第3章首先回顾中国的旅行社发展历程。然后以入境旅游为例,利用计量经济学方法分析了国际旅行社对国际旅游收入的贡献和弹性系数,并探讨了国际旅行社、入境旅游人数、国际旅游收入三者之间的关系,指出中国旅行社发展目前存在的主要问题。最后利用系统动力学仿真分析目前我国旅行社旅游产品同质化竞争的结果,得出旅行社应实施差异化价格竞争策略,并设计了旅行社经营商和零售商可通过特许经营的方式来实现垂直分工与水平分工相结合的协调机制。
第4章首先利用计量经济学的方法分析民航业、旅游饭店业、国际旅行社、入境旅游,国际旅游收入等变量之间的Granger因果关系,画出它们之间的因果关系图。然后利用因果关系图研究了民航业、星级饭店对国际旅游收入的贡献以及它们与国际旅行社之间的协整关系,最后研究旅行社与航空公司之间的利益协调机制,以及国际旅行社与星级饭店间的收益共享协调机制。
第5章首先论证景区(点)具有对其旅游资源进行定价获取垄断利润的能力。然后分析旅游产品广告的作用和外部性问题,并设计了景区(点)与旅行社关于合作广告费用分摊的契约,以解决广告外部性问题。最后分析景区(点)与旅行社关于广告内容、形式和范围进行分工合作,使广告收益内部化的最优广告形式。
第6章主要研究三方面的内容:一是探讨旅游服务供应链供应商的选择问题;二是研究供应链各节点企业的信息共享和集成的途径和方法;三是建立旅游服务供应链绩效评价指标。
第7章从旅游服务供应链的角度对江西旅游业进行实证分析,研究江西旅游业与经济增长的关系,以及江西旅游业的市场绩效和对经济增长的贡献。并把它与广东旅游企业进行横向对比,分析江西旅游业在发展过程存在的问题,并按照旅游服务供应链的协调和优化理论提出相应的发展对策。
第8章对全文主要结论进行总结,并提出需要进一步研究的问题和方向。
本论文的主要创新点:
1.从供应链的角度对旅游经营企业进行系统研究,把原用于制造业方面的供应链管理理论尝试用于旅游业,并结合旅游业服务产品的主要特点对旅游服务供应链的构成形式和协调机制进行研究。
2.运用计量经济学方法,对国际旅行社与国际旅游收入、入境旅游人数之间的关系进行Granger因果检验和协整分析,检验结果表明三变量间为正的因果增长反馈环。分析了我国旅行社发展目前存在的主要问题,并用系统动力学进行仿真研究,得出旅行社应实施差异化价格竞争策略,设计了旅行社可通过特许经营的方式来实现垂直分工与水平分工相结合的协调机制。
3.运用计量经济学方法首先分析民航业、星级饭店数、国际旅行社、入境旅游,国际旅游收入等7变量之间的Granger因果关系,得出它们之间的因果关系图。然后利用因果关系图研究民航业、星级饭店与国际旅游收入、国际旅行社间的协整关系,得出它们之间的均衡关系和弹性系数。并利用因果关系图分析了民航航线里程、星级饭店数正的因果增长反馈环,设计了旅行社与航空公司之间关于机票批发价加回购的契约,以及旅行社与星级饭店间收益共享契约。
4.从旅游服务供应链的角度对江西旅游业进行实证分析,计量分析结果表明江西旅游业与经济增长呈单向Granger因果关系,并研究了江西旅游业的市场绩效和它对经济增长的贡献和拉动率,然后通过与广东旅游企业的经营绩效进行横向对比,指出江西旅游业在发展过程存在的问题,按照旅游服务供应链的协调和优化理论提出相应的发展对策。
Chinese tourism industry has experienced rapid development process more than three decades, and increasingly, it plays an important role in our national economic life. Now that the tourism industry has become a national increase in foreign exchange earnings and stimulate civic consumption and accelerate the economic development of a new economic growth point. The experience of Chinese tourism industry for running several decades shows that strengthening inter-departmental and inter-regional coordination and management efforts is the key to achieve a smooth operation and the healthy development of the basic guarantee. However, the tourism industry is of limited capacity for coordination. Coordination of policies related can not meet the needs of the rapid development of the tourism industry. The policy is implicit, and the conflict between the interests of the principal is still a lot, so there is a need for a new management mode for tour operators to coordinate the relationship between enterprises. This dissertation studies coordinating mechanism and the overall optimization measures to promote tour enterprise development in our country from the perspective of supply chain and travel agency as the core enterprise.
The structure of this dissertation is as follows:
Chapter 1 introduces the tourism service supply chain background and research significance, and then sets out relevant research and literature review on the main content, research methods and innovation.
Chapter 2 introduces the concepts and features of tourism service supply chain, and explores the tourism service supply chain composition and coordinating mechanisms.
Chapter 3 to Chapter 7 is the core of this dissertation. Chapter 3 first reviews the development process of China's travel agencies. Then to inbound tourism as an example, analyzes the international travel agencies for international tourism revenue contribution and elasticity by econometric methods, and explores the international travel agency, the number of inbound tourism, international tourism revenues relationship, pointing out that the China Travel the main problems at present. Finally, the use of system dynamics simulation analysis of the current tourism products of China's travel agency homogenization result of the competition will come to travel agency, should use differentiated price competition strategy, and designed a travel agency operators and retailers through franchising the way to achieve a vertical and horizontal division of coordinating mechanism.
Chapter 4 first analyzes Granger causal relationship among the civil aviation industry, tourism hotel industry, the international travel agency, inbound tourism, international tourism revenues etc. It was estimated by econometric methods and drawn a causal relationship Figure. Furthermore, civil aviation industry, the star-rated hotels on the contribution of international tourism incomes and their relationship with international travel agency were studied by the use of a causal relationship. Finally, the travel agency with airlines coordinating mechanism between the interests, as well as star-rated hotel and international travel agency the revenue sharing of coordinating mechanisms were examined.
Chapter 5 demonstrates scenic spot (point) has priced its tourism resources capacity of monopoly profits. Followed by the analysis of the role of tourism products in advertising and external issues, and designed a scenic spot (point) on the cooperation with travel agency advertising cost-sharing contract to address the issue of external advertising. Finally analyzed scenic spot (point) and travel agency on the advertising content, form and scope of a division in order to internalization of advertising revenue to enable the optimal forms of advertisment.
In chapter 6, studies three aspects: The first is to explore tourism service supply chain vendor selection problems; the second is to examine the supply chain enterprises information sharing and integrated approach; The third is the establishment of tourism services Supply Chain Performance Evaluation.
Chapter 7 carries out empirical analysis of the tourism industry in Jiangxi Province From the tourism service supply chain, and researched Jiangxi tourism and economic growth, as well as Jiangxi tourism market performance and contribution to economic growth. Further with the Guangdong tourism business performance horizontal comparison, pointing out that the Jiangxi tourism industry in the development process existing problems, in accordance with the tourism service supply chain coordination and optimization theory to develop the corresponding countermeasures.
In chapter 8, the work of this dissertation is summarized. The points of subsequent research and direction are discussed.
The innovations of this dissertation are:
1. The dissertation carried out systematic research on tourism enterprises from the perspective of supply chain, which was originated in the manufacturing industry supply chain management theory to try to solve the tourism industry problems, and the dissertation studied tourism services supply chain composition and coordinating mechanism according to tourism services product characteristics.
2. The Granger causality test and the cointegration analysis were used for the international travel agency and international tourism income, the number of inbound tourism by econometric methods. The test results show that the three variables for growth is a causal feedback loop. Analyzed the China travel agency the current main problems, and system dynamics simulation study, travel agency should come to the implementation of differentiated price competition strategy, designed to travel through franchise to achieve vertical and horizontal division of the coordinating mechanism.
3. Analyzed Granger causality relationship among the civil aviation industry, the number of star-rated hotels, international travel agency, inbound tourism, international tourism revenues variables etc. It was analyzed by econometric methods, and drawn a causal link between their plans Further studied on the use of a causal relationship between the civil aviation industry, the star-rated hotels and international tourism income, International Travel agency cointegration relationship, it was concluded by the drawn balance of relations between them and elasticity. Made use of causal analysis of the relationship between the civil air route course and the number of star-rated hotels are the growth of the causal feedback loop. Designed to travel agency and airline ticket between the wholesale price plus buy-back contracts, as well as travel agency and hotels between the revenue sharing contract.
4. Carried out empirical analysis of the tourism industry in Jiangxi Province from the tourism service supply chain. Quantitative analysis results showed that the Jiangxi tourism and economic growth was one-way Granger causal relationship, and studied Jiangxi tourism market performance and its contribution to economic growth and pulling rate, further with the Guangdong tourism business performance horizontal comparison, pointing out the existing problems of Jiangxi tourism industry in the development process, in accordance with the tourism service supply chain coordination and optimization theory to develop the corresponding countermeasures.
第1章首先介绍旅游服务供应链提出的背景及研究意义,然后阐述相关研究文献综述及研究的主要内容、研究方法和创新点。
第2章阐述旅游服务供应链的概念和特征,探讨旅游服务供应链的基本构成形式和协调机制。
第3章到第7章是本论文的重点。第3章首先回顾中国的旅行社发展历程。然后以入境旅游为例,利用计量经济学方法分析了国际旅行社对国际旅游收入的贡献和弹性系数,并探讨了国际旅行社、入境旅游人数、国际旅游收入三者之间的关系,指出中国旅行社发展目前存在的主要问题。最后利用系统动力学仿真分析目前我国旅行社旅游产品同质化竞争的结果,得出旅行社应实施差异化价格竞争策略,并设计了旅行社经营商和零售商可通过特许经营的方式来实现垂直分工与水平分工相结合的协调机制。
第4章首先利用计量经济学的方法分析民航业、旅游饭店业、国际旅行社、入境旅游,国际旅游收入等变量之间的Granger因果关系,画出它们之间的因果关系图。然后利用因果关系图研究了民航业、星级饭店对国际旅游收入的贡献以及它们与国际旅行社之间的协整关系,最后研究旅行社与航空公司之间的利益协调机制,以及国际旅行社与星级饭店间的收益共享协调机制。
第5章首先论证景区(点)具有对其旅游资源进行定价获取垄断利润的能力。然后分析旅游产品广告的作用和外部性问题,并设计了景区(点)与旅行社关于合作广告费用分摊的契约,以解决广告外部性问题。最后分析景区(点)与旅行社关于广告内容、形式和范围进行分工合作,使广告收益内部化的最优广告形式。
第6章主要研究三方面的内容:一是探讨旅游服务供应链供应商的选择问题;二是研究供应链各节点企业的信息共享和集成的途径和方法;三是建立旅游服务供应链绩效评价指标。
第7章从旅游服务供应链的角度对江西旅游业进行实证分析,研究江西旅游业与经济增长的关系,以及江西旅游业的市场绩效和对经济增长的贡献。并把它与广东旅游企业进行横向对比,分析江西旅游业在发展过程存在的问题,并按照旅游服务供应链的协调和优化理论提出相应的发展对策。
第8章对全文主要结论进行总结,并提出需要进一步研究的问题和方向。
本论文的主要创新点:
1.从供应链的角度对旅游经营企业进行系统研究,把原用于制造业方面的供应链管理理论尝试用于旅游业,并结合旅游业服务产品的主要特点对旅游服务供应链的构成形式和协调机制进行研究。
2.运用计量经济学方法,对国际旅行社与国际旅游收入、入境旅游人数之间的关系进行Granger因果检验和协整分析,检验结果表明三变量间为正的因果增长反馈环。分析了我国旅行社发展目前存在的主要问题,并用系统动力学进行仿真研究,得出旅行社应实施差异化价格竞争策略,设计了旅行社可通过特许经营的方式来实现垂直分工与水平分工相结合的协调机制。
3.运用计量经济学方法首先分析民航业、星级饭店数、国际旅行社、入境旅游,国际旅游收入等7变量之间的Granger因果关系,得出它们之间的因果关系图。然后利用因果关系图研究民航业、星级饭店与国际旅游收入、国际旅行社间的协整关系,得出它们之间的均衡关系和弹性系数。并利用因果关系图分析了民航航线里程、星级饭店数正的因果增长反馈环,设计了旅行社与航空公司之间关于机票批发价加回购的契约,以及旅行社与星级饭店间收益共享契约。
4.从旅游服务供应链的角度对江西旅游业进行实证分析,计量分析结果表明江西旅游业与经济增长呈单向Granger因果关系,并研究了江西旅游业的市场绩效和它对经济增长的贡献和拉动率,然后通过与广东旅游企业的经营绩效进行横向对比,指出江西旅游业在发展过程存在的问题,按照旅游服务供应链的协调和优化理论提出相应的发展对策。
Chinese tourism industry has experienced rapid development process more than three decades, and increasingly, it plays an important role in our national economic life. Now that the tourism industry has become a national increase in foreign exchange earnings and stimulate civic consumption and accelerate the economic development of a new economic growth point. The experience of Chinese tourism industry for running several decades shows that strengthening inter-departmental and inter-regional coordination and management efforts is the key to achieve a smooth operation and the healthy development of the basic guarantee. However, the tourism industry is of limited capacity for coordination. Coordination of policies related can not meet the needs of the rapid development of the tourism industry. The policy is implicit, and the conflict between the interests of the principal is still a lot, so there is a need for a new management mode for tour operators to coordinate the relationship between enterprises. This dissertation studies coordinating mechanism and the overall optimization measures to promote tour enterprise development in our country from the perspective of supply chain and travel agency as the core enterprise.
The structure of this dissertation is as follows:
Chapter 1 introduces the tourism service supply chain background and research significance, and then sets out relevant research and literature review on the main content, research methods and innovation.
Chapter 2 introduces the concepts and features of tourism service supply chain, and explores the tourism service supply chain composition and coordinating mechanisms.
Chapter 3 to Chapter 7 is the core of this dissertation. Chapter 3 first reviews the development process of China's travel agencies. Then to inbound tourism as an example, analyzes the international travel agencies for international tourism revenue contribution and elasticity by econometric methods, and explores the international travel agency, the number of inbound tourism, international tourism revenues relationship, pointing out that the China Travel the main problems at present. Finally, the use of system dynamics simulation analysis of the current tourism products of China's travel agency homogenization result of the competition will come to travel agency, should use differentiated price competition strategy, and designed a travel agency operators and retailers through franchising the way to achieve a vertical and horizontal division of coordinating mechanism.
Chapter 4 first analyzes Granger causal relationship among the civil aviation industry, tourism hotel industry, the international travel agency, inbound tourism, international tourism revenues etc. It was estimated by econometric methods and drawn a causal relationship Figure. Furthermore, civil aviation industry, the star-rated hotels on the contribution of international tourism incomes and their relationship with international travel agency were studied by the use of a causal relationship. Finally, the travel agency with airlines coordinating mechanism between the interests, as well as star-rated hotel and international travel agency the revenue sharing of coordinating mechanisms were examined.
Chapter 5 demonstrates scenic spot (point) has priced its tourism resources capacity of monopoly profits. Followed by the analysis of the role of tourism products in advertising and external issues, and designed a scenic spot (point) on the cooperation with travel agency advertising cost-sharing contract to address the issue of external advertising. Finally analyzed scenic spot (point) and travel agency on the advertising content, form and scope of a division in order to internalization of advertising revenue to enable the optimal forms of advertisment.
In chapter 6, studies three aspects: The first is to explore tourism service supply chain vendor selection problems; the second is to examine the supply chain enterprises information sharing and integrated approach; The third is the establishment of tourism services Supply Chain Performance Evaluation.
Chapter 7 carries out empirical analysis of the tourism industry in Jiangxi Province From the tourism service supply chain, and researched Jiangxi tourism and economic growth, as well as Jiangxi tourism market performance and contribution to economic growth. Further with the Guangdong tourism business performance horizontal comparison, pointing out that the Jiangxi tourism industry in the development process existing problems, in accordance with the tourism service supply chain coordination and optimization theory to develop the corresponding countermeasures.
In chapter 8, the work of this dissertation is summarized. The points of subsequent research and direction are discussed.
The innovations of this dissertation are:
1. The dissertation carried out systematic research on tourism enterprises from the perspective of supply chain, which was originated in the manufacturing industry supply chain management theory to try to solve the tourism industry problems, and the dissertation studied tourism services supply chain composition and coordinating mechanism according to tourism services product characteristics.
2. The Granger causality test and the cointegration analysis were used for the international travel agency and international tourism income, the number of inbound tourism by econometric methods. The test results show that the three variables for growth is a causal feedback loop. Analyzed the China travel agency the current main problems, and system dynamics simulation study, travel agency should come to the implementation of differentiated price competition strategy, designed to travel through franchise to achieve vertical and horizontal division of the coordinating mechanism.
3. Analyzed Granger causality relationship among the civil aviation industry, the number of star-rated hotels, international travel agency, inbound tourism, international tourism revenues variables etc. It was analyzed by econometric methods, and drawn a causal link between their plans Further studied on the use of a causal relationship between the civil aviation industry, the star-rated hotels and international tourism income, International Travel agency cointegration relationship, it was concluded by the drawn balance of relations between them and elasticity. Made use of causal analysis of the relationship between the civil air route course and the number of star-rated hotels are the growth of the causal feedback loop. Designed to travel agency and airline ticket between the wholesale price plus buy-back contracts, as well as travel agency and hotels between the revenue sharing contract.
4. Carried out empirical analysis of the tourism industry in Jiangxi Province from the tourism service supply chain. Quantitative analysis results showed that the Jiangxi tourism and economic growth was one-way Granger causal relationship, and studied Jiangxi tourism market performance and its contribution to economic growth and pulling rate, further with the Guangdong tourism business performance horizontal comparison, pointing out the existing problems of Jiangxi tourism industry in the development process, in accordance with the tourism service supply chain coordination and optimization theory to develop the corresponding countermeasures.
引文
[1]根据2001和2007年旅游统计公报数据整理的,数据来源于国家旅游局网站,www.cnta.gov.cn
[1]甘筱青.服务业供应链专题分论坛发言,第七次中国物流学会学术年会资料汇编(内部资料),2008:103-106
[1]数据来源于魏小安主编的旅游行业管理工作纲要[M],旅游教育出版社,1996:85
[2]数据来源于1997年中国统计年鉴数据
[3]根据2007年中国旅游统计公报中旅游数据整理,国家旅游局,www.cnta.gov.cn
[1]数据来源于陈志辉.我国旅行社的产业结构[N].中国旅游报.2007-12-24
[2]根据中国旅游网www.cnta.gov.cn公布的2006、2007年旅游行业经营统计报告数据整理的。
[3]数据来源于杜江,戴斌.旅行社管理比较研究[M].北京:旅游教育出版社,2006:60
[4]数据来潭于刘洋.旅游业勇破“开放恐惧症”[N].国际金融报,2007-1-26,第4版
[1]根据中国航空运输发展报告(2007/2008)数据整理,中国民用航空局,www.caac.gov.cn
[1]数据来源于中国航空运输发展报告(2007/2008),中国民用航空局,www.caac.gov.cn
[1]数据来源于宋振春著的当代中国旅游发展研究[M].北京:经济管理出版社,2006:40
[2]资料来源于王大悟,司马志.中国旅游饭店星级标准前瞻研究[J].旅游科学,2008,22(3):1
[3]数据来源于2007年中国旅游业统计公报,国家旅游局,www.cnta.gov.cn
[1]根据江西旅游网www.jxta.gov.cn有关数据整理
[2]数据来源于江西省旅游业发展″十一五″规划纲要,江西旅游网,www.jxta.gov.cn
[1]关于理顺旅游景区管理体制的建议,江西旅游网,www.jxta.gov.cn,2007-03-23
[1]数据来源于江西省旅游业发展″十一五″规划纲要,江西旅游网,www.jxta.gov.cn
[1]关于理顺旅游景区管理体制的建议,江西旅游网,www.jxta.gov.cn.2007-03-23
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[2]数据来源于1997年中国统计年鉴数据
[3]根据2007年中国旅游统计公报中旅游数据整理,国家旅游局,www.cnta.gov.cn
[1]数据来源于陈志辉.我国旅行社的产业结构[N].中国旅游报.2007-12-24
[2]根据中国旅游网www.cnta.gov.cn公布的2006、2007年旅游行业经营统计报告数据整理的。
[3]数据来源于杜江,戴斌.旅行社管理比较研究[M].北京:旅游教育出版社,2006:60
[4]数据来潭于刘洋.旅游业勇破“开放恐惧症”[N].国际金融报,2007-1-26,第4版
[1]根据中国航空运输发展报告(2007/2008)数据整理,中国民用航空局,www.caac.gov.cn
[1]数据来源于中国航空运输发展报告(2007/2008),中国民用航空局,www.caac.gov.cn
[1]数据来源于宋振春著的当代中国旅游发展研究[M].北京:经济管理出版社,2006:40
[2]资料来源于王大悟,司马志.中国旅游饭店星级标准前瞻研究[J].旅游科学,2008,22(3):1
[3]数据来源于2007年中国旅游业统计公报,国家旅游局,www.cnta.gov.cn
[1]根据江西旅游网www.jxta.gov.cn有关数据整理
[2]数据来源于江西省旅游业发展″十一五″规划纲要,江西旅游网,www.jxta.gov.cn
[1]关于理顺旅游景区管理体制的建议,江西旅游网,www.jxta.gov.cn,2007-03-23
[1]数据来源于江西省旅游业发展″十一五″规划纲要,江西旅游网,www.jxta.gov.cn
[1]关于理顺旅游景区管理体制的建议,江西旅游网,www.jxta.gov.cn.2007-03-23
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