1、我国旅游企业战略联盟与市场绩效研究45经济的全球化和市场的动态化对旅游企业的要求越来越高，旅游需求的个性化日益显著，旅游企业面临着巨大的机遇和挑战。一方面，客源市场的不断扩大以及旅游需求的日益涌现使旅游企业拥有更多的市场机遇；另一方面，不断变化的市场机遇，对旅游企业的市场反响能力和研发新产品的能力提出更高的要求。旅游企业经营管理与参与市场竞争的策略关键成为怎样才能迅速把握住不断变化的市场机遇。旅游产品的综合性决定了单个旅游企业提供多种优势资源的旅游产品和效劳的难度，而在特定的市场机遇下，当旅游企业缺乏某种核心能力时，永久购置不是最好的方法，最好的方法是寻求拥有该核心能力的伙伴，借助企业的外部力
2、量，实现资源的优化。因此，本文提出了针对市场机遇适合旅游企业实施的一种竞争策略和经营理念旅游企业战略联盟。本文首先在理论依据的根底上简述了战略联盟的定义，接着从降低生产本钱、扩展产品和市场以及增强迅速反响能力三方面分析了旅游企业战略联盟的目的，从先动者优势、本钱优势、风险躲避优势、差异性优势、集成优势和关系优势六方面分析了旅游企业战略联盟的动因。然后分析了旅游企业战略联盟的行为，接着对战略联盟市场绩效的影响因素进行分析和研究。最后，本文通过对市场绩效的研究总结并提出了旅游企业实施战略联盟的策略建议。旅游企业战略联盟的研究是对旅游市场竞争策略理论的开展和创新，本文研究和探讨的旅游企业战略联盟的目
3、的、动因、行为模式、市场绩效影响因素，对旅游企业合作竞争的理念进行深化，对旅游企业实现机遇旅游产品、扩展参与市场竞争的途径进行创新，为旅游企业组建战略联盟提供策略参考，对旅游企业经营管理具有现实的指导意义。关键词：旅游企业 战略联盟 市场绩效AbstractWith the arrival of the era of knowledge-driven economy, economic globalization, market trend, the individualized trend of demand is obvious day by day. Tourism corporatio
4、ns face more opportunities and more challenges. On one hand, tourism market expanding unprecedentedly and tourism demand emerging constantly brings numerous market chances to tourism corporations. On the other hand, market opportunities appear fast but lose promptly, the ability of market respond an
5、d new product development in tourism enterprise is put forward high request. It becomes the key strategy of how to rapidly get hold of dynamic changing market opportunity for tourism enterprises management and competence. Because of the synthesis and other characteristics of the tourism products, it
6、 is not easy for the individual tourism enterprise to possess many kinds of superior resources at the same time, and when lacking a certain key capability under some specific market opportunity, the best method is not purchasing for ever, but seeking the partners with the capability, drawing support
7、 from external strength to realize the optimization of outside resources. So this text puts forward a kind of new competitive strategy and new management theory for tourism corporations aiming at the market opportunity strategic alliance of tourism corporation.Firstly, this text explains the definit
8、ion, characters of the strategic alliance .Then this text analyzes the reasons that tourism corporations federate strategic alliance. In terms of the leader of strategic alliance, analyzes and studies deeply the construction of the strategic alliance of tourism corporations. drawing lessons from the
9、 theory of the operation mode of strategic alliance in virtual enterprises and project management, this thesis probes into the operation mechanism of the strategic alliance of tourism corporations. Then analyzes the behavior of strategic alliance, and analyzes the market performance of strategic all
10、iance. Finally, this thesis concludes the meaning of strategic alliance of tourism corporations and puts forward the suggestions to tourism corporations federating strategic alliance. The research on the strategic alliance of tourism corporations is the innovation of the theory of tourism market com
11、petitive strategy，motivity, construction model, operation mechanism of strategic alliance of tourism corporations that this paper studies, deepens the idea of co-opetition, innovates the ways that tourism corporations realize the opportunity tourism products and participate in market competition, of
12、fers tourism corporations practice reference of establishing strategic alliance, it has realistic and perspective directive significance for the management of tourism corporations.Keywords: Tourism Corporation Strategic Alliance Market performance目 录AbstractI1.绪论11.1研究背景和意义11.1.1本文的研究背景11.1.2本文研究的意义
13、11.2国内外的研究综述31.2.1关于战略联盟动机的研究31.2.2关于战略联盟形式的研究31.2.3关于战略联盟稳定性方面的研究31.2.4关于战略联盟其它方面的研究41.2.5研究评述41.3本文研究的理论根底51.3.1交易费用理论51.3.2资源依赖理论51.3.3价值链理论61.3.4合作竞争理论71.4研究的重点、难点和创新点81.4.1重点81.4.2难点81.4.3创新点81.5研究思路、框架和研究方法91.5.1研究思路91.5.2研究框架91.5.3研究方法101.6相关概念界定101.6.1旅游企业101.6.2战略联盟111.6.3市场绩效112.旅游企业战略联盟的构
14、建132.1旅游企业战略联盟构建的动因132.1.1行为因素132.1.2本钱因素132.1.3 风险躲避因素142.1.4 竞争优势因素142.1.5 集成优势因素152.1.6 关系因素162.2旅游企业战略联盟的类型162.2.1品牌联盟172.2.2价格联盟172.2.3资源共享联盟182.2.4销售联盟182.2.5研发联盟192.2.6投资资本联盟192.3旅游企业战略联盟的构建过程202.3.1识别市场时机202.3.2制定联盟目标212.3.3选择联盟伙伴212.3.4确定联盟的类型与方式222.3.5建立联盟文化222.3.6构建体系结构233.我国旅游企业战略联盟与市场绩效
15、243.1战略联盟行为与市场绩效关系243.1.1战略联盟必然改变市场绩效243.1.2战略联盟引起产业利润的变化243.1.3战略联盟导致社会福利的变化253.2市场绩效的影响因素273.2.1合作成员企业的兼容273.2.2组织文化协同283.2.3联盟伙伴企业互相信任283.2.4联盟管理293.3 市场绩效模型构建293.3.1研究假设293.3.2数据的获取303.3.3 模型的构建314. 我国旅游企业战略联盟绩效提升的对策374.1培养联盟企业的核心能力374.2加大联盟企业的创新力度374.3增强成员领导与联盟的连带关系384.4培养联盟成员的互相信任384.5标准和完善监管机制384.6防止构建“象-蚁联盟395.结语395.1研究成果395.2本文的缺乏及今后的研究40参考文献411.绪论1.1研究背景和意义1.1.1本文的研究背景在旅游高速开展、旅游竞争日趋强烈的背景下，旅游企业组织也一直在发生演变。其竞争也有过去的地方化竞争，转而扩张至更大的范围。在竞争日趋剧烈的背景下，旅游企业为了生存与获得良好的开展，其组织形式也在日益变化，有过去的单个企业应对市场竞争，转