旅行社营销价值交付体系研究

【作者】 范辉；

【导师】 张文建；

【作者基本信息】 华东师范大学 ， 旅游管理， 2002， 硕士

【摘要】 随着我国加入WTO，服务业得以更大程度地开放，面对国际竞争国内化，国内市场国际化的形式，我国旅行社行业首当其冲。我国旅行社与世界旅行社业的强国相比在规模、技术手段、营销能力、管理水平等方面存在着巨大的差距，如何在激烈的市场竞争中应对国外旅行社的挑战成了我国旅行社业面临的一个重要课题。提高旅行社的运营效能，建立我国旅行社的竞争优势成为我国旅行社的迫切任务。 我国旅行社同国外旅行社相比，最根本的弱点不在规模小、资金不足等，而在于营销观念和营销体系的落后，服务效率低下，但同时，我国旅行社在对国内市场的经验以及文化因素方面又具有一定的优势，因此对于产品类型趋同、服务效率不高的我国旅行社来说，改善自身与顾客的互动感知关系，优化价值交付体系，是将经验优势、文化优势转化为体系优势进而建立竞争优势的有效途径。 本论文以系统论矛盾论的方法统领全局，采取定量研究与定性研究相结合的方法对我国旅行社营销顾客价值以及价值交付体系进行了全面的研究。 首先在国外营销学界对顾客价值的研究成果的基础上，从营销的本质出发，提出了对顾客价值新的认识，即顾客价值是企业及其产品(服务)的各种属性所产生的共同作用，并能为顾客所评估的为顾客带来最终的利益增量的结果。这一认识不同于以往各种从顾客价值的含量的角度所提出的定义，而是从结构方面对顾客价值进行了重新认识，这样就为旅行社顾客价值实证找到了一条途径。 在这一认识的基础上，以国外目前比较成熟的顾客价值分析方法为依据，本文首先选取长沙国旅等三家目前湖南省主要大型旅行社作为样本。从顾客的角度出发，以调查旅行社的顾客对顾客价值各构成属性的认知为切入点，对旅行社顾客价值进行了定量研究。借助目前在社会科学研究中广泛采用的统计软件SPSS10.0，对调查所获得的数据进行了因子分析，从纷繁复杂的评价指标体系中归纳出旅行社顾客价值的五个构成要素，即旅行社产品要素、旅行社服务要素、旅行社形象要素、旅行社与顾客关系要素以及价格要素，并对各要素在整个旅行社行业的层面上进行了进一步的分析和阐述。 然后根据因子分析的结果，同时以American Productivity & Quality Center对价值交付体系的界定为依据，将旅行社营销的价值交付体系分解为四大组成部分：1、核心价值交付体系：又包括核心价值的设计与外部价值交付体系；2、增值服务体系：又包括接待体系和服务修复体系；3、旅行社形象策划系统；4、旅行社顾客关系管理。从而勾画出整个旅行社价值交付体系的结构模型。至此揭示了旅行社营销的第一对矛盾——顾客价值与价值交付体系的矛盾，并阐述了其运动规律。旅行社营悄价值交付体系研究 在此结果之上，本文进一步研究了各构成部分在整个旅行社价值交付体系中的地位，同时根据旅行社营销的特点，从接洽、旅游和售后三个阶段描述了旅行社价值交付体系的运作过程，并指出旅行社的价值交付体系不同于旅行社的组织结构，但是由于旅行社的现实组织结构是价值交付体系的载体，因此本文在对我国旅行社业务部门及其传统运作过程进行分析的基础上，进一步考察了旅行社价值交付体系与旅行社业务部门之间的关系。从而揭示了旅行社营销的第二对矛盾—价值交付体系与组织结构之间的矛盾。至此，以矛盾论和系统论的方法为指导，采用顾客价值分析法、借助管理统计学的手段，本研究将整个旅行社营销以价值交付体系为核心、以顾客价值为最终目的的两对矛盾及其运动规律全部揭示出来。 由于旅行社价值交付体系必须服务于向顾客交付超越竞争对手的优异价值这一目标，因此对价值交付体系从顾客以及顾客价值的角度进行评估十分必要，本文以长沙国旅为例，借鉴国内外的相关方法，从旅行社价值交付体系的竞争力、绩效以及顾客忠诚度三个方面对评估的方法进行了尝试性的探讨，其中竞争力的评估采用的是竞争矩阵的方法;绩效评估采用的是IPA方法;而顾客忠诚度分析则是对顾客调查的结果进行的一种定性的分析推导。 最后，本文在上述研究的基础上对旅行社价值交付体系的优化提出了三个方面的设想:1、外部价值交付体系的内部化，即以价值为纽带，从顾客、技术以及文化三个层面对外部价值交付体系进行整合，从而改变目前旅行社由于对外部价值交付体系缺乏有效控制而导致的无法有效进行整体质量控制以及产品创新的局面;2、价值交付的信息化和人性化，即采用先进的信息技术提高价值交付的效率的同时，通过人性化的服务和设计优化顾客的情感体验;3、价值交付的柔性化，即在有效整合外部价值交付体系以及实现信息化的基础上，通过鼓励顾客参与，提高价值交付的灵敏性。更多还原

【Abstract】 By China entering the WTO, the service industry will open to a greater extend. Facing the internalizing of the international competition and the internationalizing of the internal market, the travel agencies of our country are the first to be affected. There is a great distance between the Chinese travel agencies and those of the world tourism developed countries in scale, technology, marketing ability , management standard,etc. How to reply the challenge of the abroad travel agencies becomes a very important problem. To enhance the operation efficiency and to establish the competitive advantage of the Chinese travel agencies becomes a very urgent task.Comparing to the external travel agencies, the most primary weaknesses of the Chinese travel agencies are not the puny scale, insufficiency of capital, but the laggard marketing conception and marketing system. But the Chinese travel agencies also have advantage in experience in internal market and culture factors. So, improving the interactive and perceptive relationship between the customers and themselves and optimizing their value delivery system, is the effective way to translate the advantage in experience and culture to the advantage in system and to establish competitive advantage.The whole research of the essay is under the guidance of the system theory and the contradiction theory and synthesizes qualitative and quantitative research to roundly research the customer value and value delivery system of the travel agencies of our country.First, on the basis of the work of abroad marketing community, I put in my new viewpoint of the customer value from the substance of marketing. This viewpoint is different from many other definitions that emphasize the content of customer value, it emphasize the structure of customer value, and finds out a way to the demonstration of customer value.On this basis, and according to the CVA which is mature in many other countries, this essay choose Changsha China International Travel Service and other two of the main travel agencies of Hunan Province as samples, and begins the quantitative research by investigating the customers’ evaluation of the attributes of customer value. With the help of the software SPSS 10.0 which is widely adopted in social science researches, factor analysis is made and concludes six factors from the complicated attributes, they are design of the tourism product, products of the suppliers, service of travel agency, image of travel agency and relationship between travel agency and customers. Then these six factors are explained from the view of the travel agency industry.According to the result of factor analysis and the APQC’s definition of value delivery system, the VDS of travel agency is divided into four parts: 1. core value delivery system: it is composed of design of core value and external value delivery system; 2. value-added service system: it includes reception system and service recover system; 3. CIS of travel agency; 4. CRM of travel agency. This describes thestructure model of VDS of travel agency. Thus the first contradiction of travel agency’s marketing and the rule of its movement is revealed. It is the contradiction between customer value and VDS.Then, the essay studies the role of every parts of VDS, and according to the character of travel agency marketing, describes the operation process of travel agency’s VDS in consultancy phase, travel phase and after-sale phase. VDS of travel agency is different from the organization structure of travel agency. However, because the organization structure is the carrier of VDS, the essay also studies the relationship between the travel agency’s organization structure and its VDS. Thus the second contradiction of travel agency marketing, the contradiction between VDS and organization structure, is revealed. Hereto, under the guidance of system theory and contradiction theory, with the help of CVA and Management Statistics, the two contradictions of travel agency marketing and the law of their movement have been revealed. Of th更多还原