摘要
I
摘要
现代旅游产业诞生于 19 世纪，在 20 世纪得到前所未有的发展，旅游行业是目前世
界第一大产业。旅游产业可以同时带动 30 多个产业发展，随着我国经济不断发展和经
济转型的要求，旅游已经成为拉动经济的重要引擎。当前世界经济发展面临诸多问题，
旅游成为各国创造就业和创业、出口创收以及拉动基础设施的关键驱动力

近年来互联网趋势如火如荼，跨界、颠覆成为互联网的代名词，一时间传统行业危
机四伏，同时互联网文化也为传统行业带来产业升级、模式创新的机会。在旅游行业大
发展的背景下，游客自由行趋势不可阻挡，同时在互联网 OTA 冲击下，传统旅行社行业
发展遭遇瓶颈，零团费、负团费等恶性价格竞争下的团队业务畸形发展，导致客户服务
体验不断降低，利润下滑，形成恶性循环。旅行社行业如何突破瓶颈，实现业务发展转
型或升级迫在眉睫

保险作为一种行之有效的第三方风险管理手段，逐步与各行业融合，构建更加完善
的风险保障体系。当局者迷，旁观者清。对传统旅行社行业面临的发展困局，本文独辟
蹊径，从一家长期服务旅行社行业的 J 保险经纪公司战略转型、解决发展困境的角度出
发，结合我国旅行社行业、保险经纪公司和旅游保险产品的现状，运用案例研究，通过
大量的一手资料和市场数据，借助互联网优势实现旅游、保险、主题资源的跨界整合，
为旅行社创造一种专业旅游产品新形态，从而实现 J 公司“帮客户省钱”向“帮客户赚
钱”的战略转型，“成全别人、成就自己”，从而实现与传统旅行社的同步转型、共赢发
展

关键字 旅游行业 传统旅行社 保险经纪 互联网 旅游保险 主题资源Abstract
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Abstract
Modern tourism industry generated in the 19th century, has been developed
unprecedentedly in the 20th century, currently, tourism industry is one of the largest industries
in the world. Tourism also promotes the development of more than 30 industries, among with
economic development and the requirement of the economic transformation; it has grown into
a critical engine for the growth economy. Due to many kinds of problems faced by the
development of world economic, tourism in each country has become most important driving
force in job creation, entrepreneurship, and infrastructure.
Recently, the trend of Internet Plus is growing vigorously, trans-boundary, subversion
becomes as a synonym for Internet Plus, traditional industry is riding with crises, meanwhile
internet culture also brings opportunities of traditional industrial upgrading and modal
innovation. Under the background of the developing tourism industry, the tendency of
self-service traveling is irresistible, with the impact of online travel agency, the development
of traditional tourism stuck in bottleneck. The vicious fees competition of no charge tour,
minus charge tour deformed the development of team business, which lead to the increasingly
dissatisfaction of customer service experience, declined profit , formed the vicious circle. So
it’s urgent for tourism industry to find a solution to break through the bottleneck, and enable
to the transformation and upgrading of business development.
As an effective means in third-party risk management, Insurance gradually combined
with various industries; build a more perfect risk assurance system. Like the old proverb goes,
lookers-on see more than players. Regarding the dilemma of developing faced by the
traditional travel agency industry, this article takes an unique view, from the perspective of
strategic transformation and the solution of development dilemma in a long-term service
travel agency industry (J insurance broker), combined with present situation of the travel
agency industry, insurance brokers and the tourism insurance products, used the case studies,
based on a lot of first-hand data and market data, With the aid of the Internet advantage to
realize the cross-border integration of tourism, insurance, subject resource, to create a newAbstract
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formation of tourism product for travel agency, to realize the strategic transformation of J
company from help customers to save money to help customers to make money . Fulfill
others and achieve ourselves” , thus to realize the synchronization of traditional travel
transformation, and seek win-win development.
Key words tourism industry traditional travel agency insurance broker internet
travel insurance subject resource目 录
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目 录
绪 论·1
1.1 研究背景与研究意义1
1.1.1 选题背景 · 1
1.1.2 研究意义 · 3
1.2 研究方法·· 4
1.3 基本思路和研究框架4
1.3.1 基本思路 · 4
1.3.2 研究框架 · 4
1.4 本文主要贡献5
第 2 章 J 公司外部环境分析··6
2.1 J 公司简介 ·· 6
2.2 J 公司宏观环境分析·· 7
2.2.1 政治环境 · 8
2.2.2 经济环境分析11
2.2.3 社会文化环境12
2.3 J 公司行业环境分析 14
2.3.1 供应商分析 · 14
2.3.2 消费者分析14
2.3.3 潜在竞争者分析 · 15
2.3.4 行业替代品的威胁分析 · 15
2.3.5 行业直接竞争者的威胁分析 16
2.4 J 公司外部环境分析总结·
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