三明市旅行社大规模定制化服务研究

摘要

The two service methods in the travel agencies were compared in this paper.It was pointed out that the popular travel service method would lead the homogeneity of product.However,the homogeneity of product and the malignant price war certainly will cause disorderly vicious spiral competition of travel agency industry in Sanming city.Mass customization mode of service can make travel agency industry form benign cycle by providing customized products,and become a new choice for travel services in Sanming city,which is innovative and pursuit the competitive advantage.By using interviews and survey sampling method,20 travel agencies and 200 tourism consumers in Sanming city were investigated based on the data collection and analysis.The measures of carrying out mass customization service of travel agency in Sanming city was put forward in this paper,such as： change the management idea and carry out the customer-centered strategy,create travel required customization system,play resource advantage and shaping brand image,develop learning and knowledge workers,choose the appropriate custom manner according to the needs of customers and strengthen cooperation and enhance the level of supply chain management.%对旅行社行业两种服务方式进行比较,指出大众化旅游服务方式会导致产品的同质化,而产品的同质化、恶性的价格战势必造成三明市旅行社行业处于无序竞争的恶性循环;大规模定制化服务方式通过提供定制化产品可以促使旅行社行业形成良性循环,因而成为三明市旅行社开展服务创新、追求竞争优势的一种新选择。运用面谈访问和抽样调查相结合的方法对三明市20家旅行社及200位旅游消费者进行调查,通过对调查数据的整理、分析,提出三明市旅行社开展大规模定制化服务的对策：转变经营理念,实施以顾客为中心的战略;创建旅行社所需的定制化系统;发挥资源优势,塑造品牌形象;培养学习型、知识型员工;根据顾客的需求情况选择适当的定制方式;加强合作,提升供应链管理水平。