我国旅行社业scp范式的分析.pdf

摘要改革开放以来,我国旅行社业取得了很大的发展,行业规模与经营规模不断扩大,结构不断完善。旅行社在促进我国旅游业的发展中取到了至关重要的作用,在国民经济中的地位与作用也日益显著。虽然旅行社业取得了长足的发展,但是行业发展还很不成熟,散、小、弱、差的形象没能得到明显的改善。因此,旅行社业的市场结构、市场行为与市场绩效逐渐成为学界讨论的焦点。本文试图以哈佛学派SCP分析框架作为工具,对我国旅行社业的市场结构、市场行为和市场绩效进行研究,并提出能促进我国旅行社业可持续发展的建议。因此,本文的写作更多的是侧重于问题的分析。首先,本文从市场集中度、产品差异化、进入和退出壁垒等方面对我国旅行社业的市场结构进行了分析。研究表明,我国旅行社业的市场结构体现为市场集中度低、产品差异化不明显,进入和退出壁垒都比较低;其次,本文从价格行为、促销行为、并购行为和协调行为等方面对我国旅行社业的市场行为进行了分析。研究表明,我国旅行社业的市场行为体为价格战突出、促销方式单一、并购行为和协调行为都有待加强;再次,本文从接待人数、利润指标和市场满意度等方面对我国旅行社业的市场绩效进行了分析。研究表明,我国旅行社业的相对接待人数在旅游总人数中所占的比例较低且所占的比例在近些年来逐步下降,利润与利润率均不高且下降明显,投诉集中:最后, 本文提出了一些宏观方面的建议。关键词:旅行社业,市场结构,市场行为,市场绩效,SCP ABSTRACT With thereform and opening up totheoutside world,the travel agency industry in our country has a very huge industry scaleandmanage scaleexpand unceasingly,the structure ofthis industry es more agenciesplay avery important roleinthedevelopment oftravelindustry in our country,and itsposition inthenational economy ing gradually notable. China’Stravelagency industry hasmade much progress,but it's not industry shortages are ,educational circlesgradually focus on thestructure,conduct andperformance of travelagency. Byusing Harvard school SCP analyticalframework,The paper try to study structure,conduct and performance oftravelagency industry,and give some suggestions which Can be useful in the sustainable development of travel agency industry in our ,the paper put particularemphasis on theanalysis ,the paperanalyses thestructureof our travelagency industry from themarket concentration ratio,product differentiation,entry and exitbarriers,and some otheraspects shows thatthereis alow degree ofmarket concentration,unintelligible product differentiationsand barriers toentry and exitinChina’Stravelagency ,the paper analyses theconduct of our travelagency industry from thepoints ofprices,promotions,merger and acquisition activity,and coordinatio