旅游业PEST及波特五力模型分析 6页

战略管理课程论文PESTandPorter’sFIVE-FORCESAnalysisonTourism班级：11712姓名：唐振祥学号：11074140450 PESTandPorter’sFIVE-FORCESAnalysisonTourismTourismhasgrownatacceleratedpaceoverthelastfewdecadesandforecastsindicateaneverfasterrateofgrowthintothenewMillenium,withAsiaandthePacificbecomingthesecondmostimportanttourismdestinationoftheworldby2020.Oneofthepillarsofthetourismindustryhasbeenmankind"sinherentdesiretoseeandlearnabouttheculturalidentifyofdifferentpartsoftheworld.Weanalyzethefactorsofpolicy,economy,societyandtechnologytomakesuretheimpactoftourismdevelopmentbroughtbythechangeofthesefactors.POLITILALTheinnovationpolicydeclaredbythegovernmenthaseffectsontourism.First,thegovernmentsupportthetravelagencywithabundanttourismresources,clearsystemtolistonthemarketandseekfinancing.Second,italsosupportthelistedtourismenterprisestorefinanceortakeadvantageofcapitalmarkettoachievemergersandacquisitions.Asaresult,singletraditionaltravelagencieschangeintodiversifieddevelopmentoflargetravelcompanies.Therefore,thetourismenterprisescanimproveoperationalefficiency,enhancethebrandandtheircapitalstrength,andindirectlypromotethedevelopmentoftourismresourcesaswellasimproveproductinnovationandservicequality.ECONOMIC1 Letmeintroducetheinfluenceofeconomytotourism.TheGDPhasgrownheavilyinrecentyears.Furthermore,thelivingstandardofeveryfamilyhasimproved.Theyrathertoseekthespiritualenjoymentthanthematerialneeds.Sotravelingistheirbestchoicetorelaxthemselves.Besides,theeconomicpolicieshavealargeeffectsontourism.Thegovernmentinvestmuchfundtotheinfrastructure,suchasthecablecarandglasswalkwayinZhangJiajie,whichattractsmoretouriststothere.SOCIALIwillintroducetwobiggestsocialphenomenon,whichhasimpactontourism.Thefirstis“TheTourismGoldenWeek”,likeSpringFestival,NationalDay.ThetouristandtouristincomeincreaseduringtheSpringFestivalandNationalDayyearbyyear.Itischangingpeopleconsumptioncustomasatouristculture.ThesecondisTheTwoBiggestCrowd,theoldandtheyoung.Theoldandtheyoungtakethebiggestproportionintourismandtheywouldliketospentmoneyorenergyontravel.Theoldhavesteadysavings,theywouldhavemorefreetimewhentheyretired.AndTheyounghavemoreenergy,morestrongsocialintercoursedesireandthirstforknowledge.So,theywanttomeetnewworldanddifferentpeoplebytravel.TECHNOLOGICALTechnologyalsocontributetothedevelopmentoftourism.ThemodernvehicleslikeCHRandplaneinsteadofwalkandcar,whichmakeseasier5 togoanotherplace.Therefore,peopleareabletogettoanothercityjustwithinhoursanddon’tfeeltired.Thedevelopmentofcameramakesiteasilytorecordthebeautifulmemory.Andwithsmartphone,wecansearchfortouristinformationandcontactothersanytime.WiththeadvanceofInternet,wecanbuyticketsonline.Asismentionedabove,allofthemhaveinfluenceontourismfromamacroperspective.Nowlets’sanalyzethemicroinfluencedfactorswithPorter’s5-FORCESmodel.1.INTENSITYOFRIVALRYCompetitionwithinthetourismindustryisfierce.First,thereisalargeamountofenterprisesengagedintourismandonediffersfromanotherimmensely.TherearemultinationalcorporationssuchasJinjiangGroupandAirChinaCompanyaswellashugecentralenterpriseslikeNationalTravelAgency,butmoreareprivatecompanydistributedinvariousregions.Next,themarketincreasefastlyunderthecentralpolicythatrapidlydeveloptertiaryindustryandthetourismflourishedinallpartsofcountry.Thenbecauseofthelowfixedcostandenteringthreshold,differententerprisesdevelopedcharacteristictourismbasedontheirlocalcolor.Furthermore,provincialtourismresourcesaredifferentandcannotbereplicated,thehighdifferentiationbetweenservicesandproductsaccompaniedwithahighswitchingcost.Finally,therearelowexitbarriers.5 2.THREATOFNEWENTRANTSTourismindustryofourcountryhaslowenterbarriersbecausethatlarge-scalecompanieshaven’testablishedacorrespondingscaleandnetworkofoperation.Governmentatalllevelsencouragethedevelopmentoftourisminordertoinviteinvestment.Thecapitalbarriersarelow.Sotherearenumerouspotentialentrants.Foreigntourismtycoonsarealsosignificantpotentialthreatsapartfrominternalcompetitorsduetotheiradvancedmanagementexperienceandabundantcapital.3.THREATOFSUBSTITUDETherapiddevelopmentofinternetande-commercemakeitpossibleforconsumerstobookflightticketandhotelandsearchfortravelinformation.ThedevelopmentofSNS(SocialNetworkingServices)hasgivenbirthtoagroupcalled“Pinker”,theylookforcompaniontotraveltogetherthroughinternetratherthantakepartinatravelagency.Inaddition,withpeople’slivingstandardpromoting,self-drivingtravelisbecomingapopularoption.4.BARGAININGPOWEROFBUYERSWiththerapiddevelopmentofeconomicandpromotionoflivingstandard,peoplearemorewillingtospendmoneyonpursuingthequalityoflife.Sogoingouttotravelisareasonableandpopularoption.Consumersoftourismaregettingmoreandmore,withastrongpowerof5 consumption.Butwhattheywantarehigher-qualitytravelproductsandservicessimultaneouslywithalowerprice,whichresultsinfiercecompetitionwithinthemarketbyloweringpricesoastoweakenprofitabilityofenterprises.5.BARGAININGPOWEROFSUPPLIERSThereareseveralfactorsthathaveimpactontourism.Atfirstgovernmentofalllevelsarethemostupstreamintourism,theyareabletoexertpressureonthedownstreamenterprisesbysettingmarketaccess,whichimpacttourismindustryalot.Secondly,thedevelopersoftourismresources,whodeterminethecharacteristicandscaleofthescenicspotandsetthepriceofticket.Thirdlytheaccommodationandcateringindustry,whichdirectlyaffectpublicpraiseofscenicspot,thenconsumers’choice.Nextistransportationindustry.Transportationcostisindirectproportiontotravelcost.Atlast,tourismcommodityisanewrevenuegrowthpoint,soitisimportanttosupervisesupplierstoensurethequalityofgoods.Above-mentionedfiveforcesmaketourismahighlycompetitiveindustrywhichhasmoreroomtogrow.Tourismenvironmentandresources,asthesuppliersoffiveforces,isthekeyfactorthatinfluenceenterprisescompetition.Secondlytheotherenterpriseswithintourismindustry.5