对旅行社经营的低价竞争问题的思考.docx

对旅行社经营的低价竞争问题的思考 【摘要】：我国大多数旅行社的经营处于低价竞争的状况，旅行社低价竞争,导致提供劣质服务,形成了恶性循环,使得游客的投诉居高不下,对旅行社行业的满意程度大幅降低,严重阻碍了我国旅游业的发展。低价竞争的结果既未有效促进旅行社经营效率的改善 ,又未明显促进旅行社行业优胜劣汰、集中度提高 ,反而严重削弱了旅行社行业的业绩，低价竞争的结果使旅游市场秩序混乱，服务质量降低，同时也引发了导游与旅行社矛盾等社会问题。如何使旅行社走出这种竞争陷阱 ,是值得探讨的问题。本文主要从旅行社低价竞争问题进行分析，从旅游服务产品的特点分析旅行社低价竞争状况的原因,并引入服务创新的理念,差异化策略应该是旅行社避免低价竞争 ,建立竞争优势的有效手段。提出了针对性强的改进建议。Abstract: The majority of our travel agency operating in conditions of price competition, competition from cheap travel, resulting in poor service provided, forming a vicious cycle, making the tourists complaints remain high degree of satisfaction of the travel industry significantly reduced, seriously hinder the development of Chinas tourism industry. Neither the result of price competition effectively promote travel agency operational efficiency improvements, but also did not significantly promote the travel industry, survival of the fittest, increased concentration, but severely weakened the travel industrys performance, the result of price competition in the tourism market disorder, reducing the quality of service , but also triggered a tour and travel agency conflicts and other social issues. How to travel out of the trap of this competition is worth exploring. In this paper, the issue of competition from low-cost travel agency to analyze the characteristics of products from travel services travel price competition situation analysis of the reasons, and the introduction of the concept of service innovation, differentiation strategy should be the travel agents to avoid price competition, an effective means of establishing a competitive advantage . Made targeted recommendations for improvement【关键词】： 旅行社低价竞争价格战 旅游市场 旅游产品垄断竞争服务创新 差异化策略Key words:目 录引 言……………………………………………………………………5一、……………………… 6二．三．四、…………………………………………13五、结语………………………………………………………………15六六、参考文献………………………………………………………………引言：随着我国旅游业的快速发展,作为其中龙头产业的旅行社业占据着举足轻重的地位,发挥着越来越重要的作用。但从总体来看,我国旅行社行业仍是一个以低价竞争为主的低级旅游服务市场。旅行社行业还处于不成熟发展阶段,而且进入障碍较小,数目不断增加,致使竞争日益激烈。因此,低价竞争便成为各家旅行社争夺有限市场份额的主要手段，