中小型旅行社战略定位决策和竞争优势培育  

Strategic Positioning and Competitive Advantage Development of Small and Medium-sized Travel Agencies in China

作　　者：刘力[1] 吴慧[1] 

机构地区：[1]合肥学院旅游系,安徽合肥230601

出　　处：《技术与创新管理》2010年第5期568-571,共4页Technology and Innovation Management

摘　　要：文章在对大、中小型旅行社优劣势对比分析的基础上,从中小型旅行社的战略定位决策入手,从位置接近性、顾客响应性、生产定制化和服务专业化四个方面分析了中小型旅行社培育竞争优势的基本途径,建立了一个在实践中具有较高可操作性的5W竞争优势培育模型,为中小型旅行社应对日趋激烈的国内外旅游市场竞争提供了一个基本战略框架。The paper begins with the decision-making of small and medium-sized travel agencies＇ competitive strategy based on the comparative analysis of strength and weaknesses of large and small-and-medium travel agencies,and then analyzes the development of competitive advantages of small and medium-sized travel agencies from four approaches,that is,accessibility,responsiveness,customization,and specialization.A practical 5W-model that can be used to develop competitive advantages by small and medium-sized travel agencies is presented in the last part of the paper,which provides a basic strategic framework for these travel agencies to cope with fierce market competition.

关 键 词：中小型旅行社 战略定位 竞争优势 5W模型 

分 类 号：F590.6[经济管理—旅游管理] F590.8[经济管理—产业经济]