随着近年来中国经济的高速发展和科学技术的全面进步，以计算机通信技术为基础 的电子商务模式正处于蓬勃发展的时期；随着我国公民人均可支配收入和假日数量的不 断增加，旅游也成为了人们陶冶情操、休闲娱乐的首选方式。 如今，大量的旅游电子商务企业和OTA（在线旅行社）企业出现在市场上，人们对 于旅行社也有了各自不同的选择。与此同时，也对传统旅游行业造成了巨大的冲击。本 文中的Q旅行社就是传统旅行社，如何改变其运营模式，提高竞争能力；如何更好的将 线上业务和线下业务完美融合，形成线上交易，线下消费体验；如何在竞争激烈的线上 旅游市场创新发展是Q旅行社迫切需要解决的问题。 本文首先对文中所涉及的关键性概念进行了概述，通过阅读大量国内外旅游服务产 品创新与O2O研究文献，以O2O模式和创新理论为理论基础。然后以Q旅行社为案例， 通过SWOT分析法、波特五力模型理论等对Q旅行社进行研究分析。通过向普通旅游 消费者和Q旅行社在职人员发放调查问卷，验证研究模型和研究假设。最后将所分析出 的问题进行归纳总结，并提出有效的合理化建议，以使Q旅行社能在同行业激烈竞争的 环境中立于不败之地。 关键词：旅行社；服务产品创新；O2O；OTA 沈阳理工大学硕士学位论文 Abstract WiththerapiddevelopmentofChineseeconomyandtheall-roundprogressofscience andtechnologyinrecentyears,theelectroniccommercemodelbasedoncomputer communicationtechnologyisinaperiodofvigorousdevelopment.Withtheincreaseofper capitadisposableincomeandthenumberofholidays,tourismhasbecomethefirstchoicefor peopletocultivatesentiment，leisureandentertainment. Nowadays,alargenumberoftourisme-commerceenterprisesandOTA(OnlineTravel agency)enterprisesappearinthemarket,peoplealsohavedifferentchoicesfortravel agencies.Atthesametime,italsohasagreatimpactonthetraditionaltourismindustry.Q travelagencyinthispaperisthetraditionaltravelagency,itisaproblemforustoconsiderate anddiscussonhowtochangeitsoperationmodeandimproveitscompetitiveness,howto betterintegrateonlinebusinessandofflinebusinessperfectlytoformonlinetradingand offlineconsumerexperienceandhowtoinnovateanddevelopinthecompetitiveonline tourismmarketisanurgentproblemforQtravelagency. Inthispaper,basedonO2Omodelandinnovationtheory,thetheoreticalbasisofthe researchisformedbyreadingalargenumberofdomesticandforeigntourismserviceproduct innovationandresearchliteratureonO2O.Then,takingQtravelagencyasanexample,Q travelagencyisstudiedandanalyzedbySWOTanalysisandPorterpowerlessnessmodel theory.BysendingquestionnairestothegeneraltourismconsumersandtheemployeesofQ travelagency,theresearchmodelandresearchhypothesisareverified.Finally,theproblems analyzedaresummarized,theeffectiverationalizationsuggestionsareputforwardinorderto makeQtravelagencyinvincibleintheenvironmentoffiercecompetitioninthesame industry. Keywords：Travelagency;Serviceproductinnovation;O2O;OTA 沈阳理工大学硕士学位论文 目录 第1章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究目的和意义.................................................................................................2 1.2.1研究目的...................................................................................................2 1.2.2研究意义...................................................................................................2 1.3国内外研究现状.................................................................................................3 1.3.1国外研究现状...........................................................................................3 1.3.2国内研究现状...........................................................................................4 1.4研究方法和论文结构.........................................................................................5 1.4.1研究方法...................................................................................................5 1.4.2论文结构...................................................................................................6 第2章相关概念和理论基础.........................................................................................9 2.1O2O模式概述......................................................................................................9 2.1.1O2O模式定义............................................................................................9 2.1.2O2O模式分类............................................................................................9 2.1.3旅游O2O模式........................................................................................11 2.2旅游服务产品创新概述...................................................................................12 2.2.1旅游服务产品.........................................................................................12 2.2.2旅游服务产品创新.................................................................................13 2.3理论基础和分析方法.......................................................................................13 2.3.1创新理论.................................................................................................13 2.3.2波特五力模型理论.................................................................................14 2.3.3SWOT矩阵分析法..................................................................................14 第3章基于O2O模式的Q旅行社发展现状分析.....................................................15 3.1Q旅行社概述....................................................................................................15 3.1.1Q旅行社简介..........................................................................................15 3.1.2Q旅行社发展历程..................................................................................15 沈阳理工大学硕士学位论文 沈阳理工大学硕士学位论文 3.2Q旅行社发展现状分析....................................................................................15 3.2.1内部环境分析—SWOT分析法.............................................................15 3.2.2竞争力分析—波特五力模型.................................................................20 3.3Q旅行社与国内旅游O2O企业比较分析.......................................................24 3.3.1携程旅行网.............................................................................................24 3.3.2驴妈妈旅行网.........................................................................................25 3.3.3比较分析.................................................................................................26 第4章基于O2O模式的Q旅行社发展现状及趋势问卷设计及调查.....................29 4.1问卷设计...........................................................................................................29 4.2问卷的发放与回收...........................................................................................29 4.3统计分析...........................................................................................................30 第5章Q旅行社旅游服务产品创新存在的问题.......................................................39 5.1旅游服务产品创新定位不准确.......................................................................39 5.2核心旅游服务产品创新力不足.......................................................................40 5.3缺乏企业转型融合创新理念建设...................................................................41 5.4企业网络品牌创新意识淡薄...........................................................................41 5.5宣传推广方式缺乏差异化创新能力...............................................................42 5.6缺少大数据分析系统创新建立模式...............................................................43 5.7创新的时效性相对滞后...................................................................................43 5.8创新的旅游服务产品知识产权保护意识缺失...............................................44 第6章基于O2O模式的Q旅行社旅游服务产品创新策略.....................................45 6.1企业转型创新...................................................................................................45 6.2服务理念