大型品牌旅行社网络化经营的模式分析与路径选择

中旅的"资产+业务"模式、中青旅的"资产+直营连锁"模式、中国康辉的"控股与参股"模式、中国金桥的"旅行社联合体"模式、上海春秋的"IT系统+全资子公司"模式、广之旅的特许经营模式和宝中旅游的"IT系统+加盟连锁"模式比较有代表性,但这七种模式各有优劣。我国大型品牌旅行社网络化经营的目标模式,应为具有IT操作系统支撑的、具备区域性经营中心的M型国内网络模式。内部成长、兼并收购及战略联盟三种路径模式在网络化经营的不同时期可单独或综合运用。在选定的目标模式下,大型品牌旅行社网络化经营的国内网络框架由七大区域性经营中心控制下的接待网络和分销网络构成,对网络的掌控可通过构建网络时的股权安排来实现,网络化经营的效率取决于管控与作业模式、名称与商号管理、股权与资产管理、业务管理与协调四个方面。

Research on Mode Analysis and Path Selection for Network Operation in China's Large Brand Travel Agencies

Among the typical modes,there are seven modes including the "asset + business" mode in CTS,the "asset + regular chain" mode in CYTS,the "stock controlling and shareholding" mode in China?Comfort?Travel Service Co.Ltd.,the "travel association" mode in China?Golden?Bridge?Travel?Service?Corporation,?the "IT system + wholly owned subsidiary" mode in Shanghai-based Spring International,the franchise mode in CGZL and the "IT system + franchising chain" mode in Baoan China Travel Service,all of which ?have their strengths?and weaknesses.The target mode for network operation in China's large brand travel agencies should be M-type domestic network with regional business center,which is supported by IT operating system.The three path modes to achieve such network operation are internal growth,mergers and acquisitions,and strategic alliances,which can be used alone or together at different times of network operation.Under the selected target mode,as to the network operation in China's large brand travel agencies,the domestic network framework is composed of reception network and distribution network controlled by seven regional operation centers.The control over the network can be achieved through equity arrangement in building up the network.The efficiency of network operation depends on the four aspects: control and operation mode,management of names and firms,equity and asset management,business management and coordination.