摘要
I
摘要
近年来，丽水旅行社的数量不断增加，旅行社的竞争日趋激烈。随着旅游
市场需求的多样化，丽水旅行社游客量明显缩水，传统旅行社生意遇冷,伴随着
这些新问题的产生，不同规模的旅行社也正在经历着转型。通过分析丽水A旅
行社发展现状及经营模式存在的问题，引导丽水A旅行社走专业市场化的道路,
精准定位A旅行社在产业链中的位置，借助品牌化经营实现旅行社价值，是当
下A旅行社发展的重难点
本文以丽水A旅行社的经营模式的优化研究为题，共分为以下几个部分
第一部分是导言部分，阐明研究背景、研究的目的和意义、国内外研究现状、
研究思路和研究方法。第二部分是相关理论概述，介绍了旅行社、经营模式的
概念，说明了旅行社经营模式的类型及适用性，归纳了旅行社经营模式区域化、
综合化、体系化的特点。第三部分是丽水A旅行社发展现状及经营模式分析，
介绍了丽水A旅行社发展概况，分析了A旅行社盈利模式分析，同时说明丽水
A旅行社现行经营模式，指出丽水A旅行社经营模式存在经营模式较为单一、
经营理念较为落后、发展体系非常规化等问题，同时说明丽水A旅行社发展方
向。第四部分是竞争环境分析，利用PEST分析和波特五力模型，分析了A旅
行社宏微观竞争环境。第五部分是国内外旅行社经营模式经验借鉴，国外的包
括美国运通旅行社、德国途易旅行社的经营模式、日本交通公社，国内的包括
中国旅行社、中国青年旅行社、中国康辉旅行社，并给出国内外知名旅行社经
营优化的启示。第六部分是丽水A旅行社经营模式优化建议，提出要引导旅行
社走市场专业化道路、确定好规模产业发展的目标和定位、走服务特色化或产
品差异化路线等。第七部分是结论与展望
关键词：旅行社；经营模式；优化研究
Abstract
II
Abstract
In recent years, the number of Lishui travel agencies has been increasing, and the
competition of travel agencies has become increasingly fierce. With the
diversification of tourism market demand, Lishui travel agency tourists were
significantly shrinking, the traditional travel agency business cold, accompanied by
the emergence of these new problems, different sizes of travel agencies are also
undergoing transformation. Through the analysis of Lishui A travel agency
development status and business model problems, to guide the Lishui A travel agency
to take the professional market of the road, a precise positioning A travel agency in
the industrial chain position, with the brand management Travel agency value, is the
current A travel agency development difficult.
This paper is based on the optimization of business model of Lishui A travel agency,
which is divided into the following parts. The first part is the introduction part, clarify
the research background, the purpose and significance of the study, the research status
quo at home and abroad, research ideas and research methods. The second part is the
general theory, introduces the concept of travel agency and business model, explains
the type and applicability of travel agency business model, and summarizes the
characteristics of regionalization, integration and system of travel agency business
model. The third part is the development of Lishui A travel agency and business
model analysis, introduced the development of Lishui A travel agency, analysis of the
A travel agency profit model analysis, while Lishui A travel agency operating mode,
pointed out that Lishui A travel agency business model exists a single business model ,
Business philosophy is more backward, the development system is unconventional
and other issues, while the direction of Lishui A travel agency development. The
fourth part is the analysis of competitive environment. By using PEST analysis and
Porter five forces model, this paper analyzes macro-micro competition environment
of A travel agency. The fifth part is the experience of domestic and foreign travel
agency business model, foreign countries, including the American Express travel
Abstract
III
agency, the German travel agency business model, the Japanese traffic commune,
including China Travel Service, China Youth Travel Service, China Kang Hui travel
agency, and given well-known at home and abroad The Enlightenment of
Optimization of Travel Agency Operation. The sixth part is Lishui A travel agency
business model optimization proposal, proposed to guide the travel agency to take the
market specialization of the road to determine the scale of industrial development
goals and positioning, take the service characteristics or product differentiation routes.
The seventh part is conclusion and prospect.
Key words: travel agency; business model; optimization research。