旅行社旅游产品价格竞争分析原稿

旅行社旅游产品价格竞争 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 原稿 旅行社旅游产品价格竞争分析 近年来旅行社价格竞争愈演愈烈。我国旅行社数量急速增长激化了价格竞争。1997年我国旅行社总数4986家，其中国内旅行社3995家，国际旅行社991家。而2004年我国旅行社就已经达到14927家，其中国际旅行社1460家，国内旅行社13467家，平均每家旅行社的营业收入681.87万元，净利润为2.02万元。从这些数据中可以看出，就我国目前的旅游市场容量而言，旅行社数量偏多，尤其是国内旅行社数量很多，处于供给大于需求的状态。按照经济学的原理，企业数量多时，会导致市场竞争加剧。而旅行社往往以价格作为其竞争的主要手段，采取低价竞争的这种方式，结果导致企业利润降低。从国内旅行社的经营状况来看，其发展确实面临着巨大的挑战，旅行社大都处于微利经营的境地:国内旅行社净利润率为0.3%， 毛利率为6.81%。微利经营会削弱旅行社持续发展的后劲，也会造成服务和产品不完善，导致游客投诉居高不下，这些都会对旅行社的持续发展产生不良影响。 有市场的地方必存在竞争，而价格竞争是市场竞争的基本内容和手段。如何有效地进行竞争，避免过度的价格竞争成为旅行社十分关心的问题。本文以目前国内外旅游产品价格竞争研究现状为研究背景，分析了旅游产品价格竞争产生的原因，阐述了旅游产品价格竞争的弊端及其对旅游者和旅游行业的有利影响，列举出旅游产品竞争方式的选择。 1 旅游产品价格竞争产生的原因 价格竞争是指企业在经营中以价格作为竞争手段参与竞争，一般是以抗衡或压抑竞争对手为定价目标，根据对同类企业和本企业的分析比较，采用高于、等于或低于竞争对手产品价格的销售方式。就我国近几年市场经济中所表现出来的现象来看，不少企业经营者仅把价格竞争狭隘地理解为“ 降价竞争”(“削价竞争”)而大打“ 价格战”。 1.1 宏观的行业环境因素 1.1.1 供给大于需求 Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 旅行社业的低价竞争直接诱因即供需不匹配。两者的不平衡使得旅行社采取降价手段在有限的市场需求中争取较大份额。造成供需失衡的根源在于旅行社进入门槛过低，开办旅行社的资金壁垒、政策限制都不够，退出也过于容易，而市场却缺乏优胜劣汰的机制。在“大旅游”的召唤下，各行各业纷纷涉足旅游业，旅行社业呈几何量增，导致供求失衡加重。 1.1.2 市场机制扭曲，管理体制陈旧 在我国，由于较长时期内旅游业只是作为国家外交事业的补充，发展较为缓慢。虽然90年代以后高速发展，但由于种种原因，并没有完全改变旅行社业所有制形式单一、投资主体单一及竞争策略单一的旧式格局。同时，现实中畸形利益关系和利益格局的左右，政府办旅行社，政企不分，只重眼前，忽视将来，无 规范 编程规范下载gsp规范下载钢格栅规范下载警徽规范下载建设厅规范下载 的政策性优惠等现象产生了无数不平等竞争的机会和条件，导致了目前的混乱局面。从而，造成企业在价格竞争中有较大的承受力并热衷于降价拉客源，甚至出现为了局部利益，某些行政主管部门创造条件，暗地里支持所属旅行社削价竞争。 1.2 旅游产品特性因素 1.2.1 旅游产品的不可储存性 旅游企业只是在规定的时间交付旅游产品的使用权，旅游产品的效用是不能积存起来留待日后出售的，随着时间推移，其价值将自然消失，且不复存在。所以，旅游企业为最大限度减少损失将竭力销售自己的产品，降价便成为急不可待的促销重要手段。 1.2.2 旅游产品同质化形成的单一性 旅行社的主要产品——旅游线路的开发一直处于“一人劳动、众人分享”的状态，因为旅游线路缺乏专利保护，极易被其他旅行社模仿、盗用是导致产品同质现象严重的原因，同时也会影响旅行社进行新产品开发的动力。正是这种“搭便车”现象的存在，使得几乎没有旅行社愿意对新产品进行开发。当出现产品同质，供给方即旅行社数量多且供给大于需求时，企业间竞争就会以价格为主要竞争手段，所以价格竞争就成为必然。 Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 1.3 旅游市场特征 1.3.1 旅行社数量扩张，形成了垄断竞争的市场结构 垄断竞争的市场结构与完全竞争的市场结构的主要差别就在于产品是否有差别。但由于旅游产品同质化现象严重，也就是说旅游产品的差别不大。因此，目前由于旅行社数量扩张，形成了“散、小、弱、差”的垄断竞争的市场结构其实接近于完全竞争的市场结构。根据微观经济学原理，当产品同质且市场结构逐渐接近完全竞争市场结构时，企业间就会相互降价， 产品的价格会趋近于成本。因此，旅行社目前的市场结构也是造成旅行社产品恶性价格竞争的原因。目前国内旅行社数量偏多，而又没有形成集团化、专业化、网络化的分工框架，企业间主要以价格为竞争手段，进行低水平的价格竞争，价格战的结果导致了行业的利润率降低。 1.3.2 旅游市场集中程度低，产品创新成本大 旅行社规模“散、小、弱”，势必造成市场集中程度低，基本处于分散竞争状态，真正有实力进行长期经营和品牌战略的企业不多，中、小型旅行社仍然是市场主体，难以有足够的能力进行产品的研发和创新。对其而言，与其高代价去研发新产品，还不如循规蹈矩，凭借管理成本低之优势与大旅行社在低价中一争利润。加之我国目前关于旅游产品创意这一无形资产的保护乏力，产品同质化、创新难。研发不易、保护更难，使得众多旅行社开发新产品积极性不高。在目前的市场条件下，靠产品创新和差异化竞争成本高、风险大，便只有选择低价这一相对简单又最为直接的竞争手段。 1.3.3 信息不对称的存在 信息不对称经常给旅游经营者实施欺骗行为提供了可乘之机。出游前，旅游者对给出的报价线路产品信息的了解是不完全的，而旅行社却充分掌握着产品信息。旅行社往往只将线路产品的优点和令人神往之处告诉游客，而不足之处却闭口不提。例如，在签订旅游 合同 劳动合同范本免费下载装修合同范本免费下载租赁合同免费下载房屋买卖合同下载劳务合同范本下载 时，未提到安排购物，但在旅游过程中却多次安排购物，使实际旅游时间减少。 1.4旅行社自身的因素 Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 1.4.1 旅行社追求短期利润带来恶性削价竞争、服务质量低下 出于目前旅行社市场竞争实力的差距，出现了两种现象。一方面，一些实力相对较弱，不具备品牌优势的旅行社没有理性地规划企业的长期发展战略，而是以各种手段一味追求短期利润。其主要手段就是压价;另一方面，一些势力较强，知名度较高或有一些政府优惠待遇的旅行社，为了保住既得利益，也纷纷削价，试图以此来挤垮弱者，而最终独霸一方的目的。再加上法律手段的弱化，旅行社市场混乱无序，价格一降再降，服务质量低下。有的不惜用诈骗的手段损害消费者利益。 1.4.2 旅行社品牌竞争意识淡薄 大多数旅行社虽然也能意识到品牌竞争的重要性，但是由于自身能力和行业现状所限，却极少真正去规划和实施。而有实力进行品牌竞争的旅行社，因其行业优势地位，并无品牌竞争的紧迫感，最终导致整个旅行社业很少有企业能够举起品牌竞争的大旗。 2 旅行社价格竞争的弊端 旅行社行业进入门槛较低，企业和从业人员的激增，以及一些消费者盲目追求低价，造成了市场价格竞争的惨烈。众所周知，目前旅游业的价格竞争的最主要手段就是大打“价格战”，这绝对不是一种正常现象，它是我国旅游消费市场发育不完善、旅游业还处于初级阶段的一种产物，是低层次和低水平的竞争。例如，采取“零团费”或“负团费”的这种低价竞争手段，依靠账外“回扣”赚取利润。这种做法，显然已经完全背离了价格以价值为基础的定价原则，破坏了价值规律在旅游界的作用，打乱了旅游产品市场价格的正常秩序，是一种不正当竞争、不公平竞争的做法，甚至是一种非法的和违法的价格欺诈行为。低价竞争的结果就是造成了游客、旅行社、景点 “多败”的局面。 2.1 价格特有的经济职能失效或被歪曲 恶性价格竞争往往扭曲了正常的旅游价格形成机制和市场价格体系，旅游产品的价格既不取决于旅游产品本身的价值量，也不考虑旅游产品的成本、价格因素，主要由竞争对手的价格来决定。其价格既无法准确反映旅游产品的价值量，Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 也难以向旅游企业和政府部门传递客观的市场信息，价格的核算与调节职能也被严重歪曲。由此造成的直接后果就是: 一方面政府部门使用价格对旅游市场进行宏观调控的手段失灵;另一方面旅游企业无法用传统而有效的价格工具指导自身的生产经营活动，或者两者都被扭曲的价格误导而做出错误的决策。 2.2 消费者实际支付的旅游价格高于其支付的团费 低价旅游消费者支付的一次性团费虽然价格很低, 但其在旅游过程中不断支出的购物、自费项目的价格有相当一部分以隐性支付的形式落入了旅行社和导游的口袋。实际上还是提高了旅游购买价格。因此导致消费者不满意而投诉旅行社，并对旅游行业的诚信度失去信心。 2.3 低价旅游产品导致旅行社经营成本上升 低价的旅游产品并不就会被消费者全盘接受反而会使消费者对低价旅游产品产生猜忌心理，这样无形中就会导致旅行社的经营成本上升。在旅游市场上，即使购买了低价旅游产品的消费者，实际上大多对低价也心存疑虑，在旅游过程中处处提防，由此既增加了买卖双方的信任与合作成本，又容易引发消费者投诉，而导致旅行社在经济和声誉上双重受损。而在拒绝购买低价游产品的理性消费者心目中，低价旅游产品等同于低档旅游企业。因此，会基本排除购买这些企业产 企业这种形象和信誉上的损失可能是难以用经济来衡量或补偿的。 品的可能性， 2.4 价格竞争造成导游人员负担 在国内现行的旅游管理体制下，导游处于整个旅游经济生态链的最末端，许多旅行社几乎所有的费用开支和企业利润都强加于导游身上。而且，在国内目前绝大多数导游都不从旅行社领取任何收入或报酬，因此导游在接团时还肩负着自我谋生的重担。导游人员在这双重的经济压力下，不得不采取欺、哄、瞒、骗等手段，损害消费者利益。长此以往，作为旅游业主力军的导游队伍就岌岌堪忧，要么是不堪重负脱离导游职业，要么就是只剩下一些唯利是图的低素质导游，这样极不利于导游队伍的稳定与发展。 2.5 价格竞争不利于旅行社行业的持续发展 恶性价格竞争最直接的后果就是造成企业微利经营，这样就会导致企业缺少Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 持续发展的后劲、无法进行产品的更新和开发。同时也无法培育自己的品牌，无法进行集团化、网络化和国际化建设。这会造成旅行社起点低、发展慢, 也容易造成国内的旅行社在与国外旅行社大鳄的竞争中失败，不利于民族旅游产业的发展。 3 价格竞争对旅游者和旅游行业的积极影响 价格竞争的存在有其弊端也会有其有利的一面。适当的价格竞争会促进旅游行业更好的发展。 3.1 对旅游消费者的影响 根据经济学理论,在企业产品质量不变的情况下,降低价格会使消费者剩余增加、生产者剩余减少,消费者会得到更多收益。因此,消费者永远是价格大战的赢家。同时，价格大战迫使旅游企业不断进行产品、服务创新,增大了可供旅游消费者选择的产品范围,产品系列的丰富会满足越来越多差异化消费群体的需求,这也是一种消费权益的提高。我国旅游产品从上个世纪80 年代的“白天看庙、晚上睡觉”的单团体观光旅游产品、发展到现在能基本迎合不同消费层次需求的品种多样的旅游产品，价格竞争功不可没。 另外，目前旅游市场供给的过剩，其实是相对旅游消费者较低的购买力而言的。一方面，消费者想买买不起;另一方面，大量的生产能力放空。在发达地区的城市人眼中不费吹灰之力可以出境一游的事，对于许多西部地区的农民兄弟来说还是像天上的月亮一样遥不可及。因为截止1998 年，中国仍有4200 万人的人均月收入还不到100 元。既然生产能力已形成了，与其让这么多旅游企业和旅游产品闲置，不如降价扩大销量，提高资源利用率,让更多的消费者买得起，让普通大众与低收入阶层也能享受旅游带来的乐趣。 3.2 对旅游企业的影响 3.2.1 价格竞争推动产品质量提高，推进旅游企业的优胜劣汰 有人认为价格战会减少旅游企业的利润，企业为弥补损失，必将减少服务项目，降低服务 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 ，从而使游客权益得不到保障。但事实未必如此。纯粹的价格战是指其它变量不变的情况下的单纯价格变动。现实中的价格战可能会伴随其它Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 变量的变化，虽然有些打不起价格战的弱势企业会“偷工减料以次充好”，以此来垂死挣扎。但这种情况是难以持久的，很容易被充分揭露，政府、媒介、消费者和竞争对手都会倾向于揭露。本来淘汰弱势企业需要一个过程，但一旦如此，这类企业恰好自我加速了被淘汰出局的过程，这可以说是价格战的一个特殊机制。因此，凡是要在价格战中胜出的企业，特别是挑起价格战的企业,必然会维持或提高产品质量和服务水准，通过提高产品的价格性能来赢得价格战的胜利。只要社会信息流畅，披露及时，管理部门各守其职，价格战过程的副作用可以限制在很低的程度。另外一个值得注意的现象是:企业在打价格战时，推出低质低价的产品，实际上是为了拉开产品线，以适应旅游市场不同消费层次的需求，这是市场细分化的问题，严格来说不能算是降价影响了产品质量。 3.2.2 旅游市场价格竞争对推动提高旅游产品质量与旅游服务 质量有正面作用 如果说价格战或低价使企业无法提高产品质量，那么，维持高价时企业是不是在专心改进产品质量呢,事实告诉我们正好相反。维持高价暴利的企业往往没有足够的动力去提高产品质量，反正日子好过，乱花钱、乱决策的事情在中外企业发展史上屡见不鲜。2000 年江苏省质量技术监督局主持的一次社会问卷调查表明，人们对电信、铁路、公用事业等垄断性强的行业的服务质量最不满意，而对价格竞争比较激烈的商场、旅游宾馆饭店、餐饮等行业的服务质量都予以较高的评价。实践再一次说明，旅游市场价格竞争对推动提高旅游产品质量与旅游服务质量有正面作用。 4 旅游产品竞争方式的选择 对旅行社业而言，缺的不是市场，而是赢得市场的能力。我国的旅游市场有无限潜力，旅游企业要细分市场，重塑业务流程，走专业化道路，摆脱低价竞争的怪圈，迎接品牌竞争时代的到来。 4.1不断创新产品、培育品牌 产品同质会导致低价竞争。如果推出有别于竞争对手的产品，实行差异化战略，则可以避免转入价格竞争的旋涡。旅行社要根据游客的需求和偏好，结合自身的经营实际，不断开发具有特色的旅游产品(线路)，减小产品之间的替代性，Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free. 从而避免转入价格竞争。而且，一个成熟的市场应该有高、中、低不同层次的产品，同一条线路也可以同时设计成不同价位的产品以满足不同需求的消费者。 旅行社的主要产品是服务，服务(包括线路的设计)是靠人来做的，服务质量的高低主要是依据人员的素质及管理层的激励和培养，而且一些企业的管理水平是对方难以模仿的，这些对手难以模仿的因素决定了品牌的价值。即使对方模仿了线路，但在同一个线路中，消费者仍然会选择服务质量好、品牌好的旅行社。 4.2扩大旅行社规模，获取规模经济 通过兼并的方式，扩大企业规模，使市场集中度增加，这也可以降低旅行社的价格竞争程度。扩大旅行社规模，也可以采取扩大旅行社营业网点的这种方式，使旅行社营业网点广泛设立于旅游者便于购买的地方，形成方便、快捷的服务体系。此时，即使该旅行社产品价格高，但仍会有客源，因为广泛的营业点、便捷的服务较其他旅行社形成了一种差异，可以避开价格竞争的漩涡，而且游客选择这家旅行社也会降低其搜寻成本。 4.3 运用多种竞争策略，提升企业竞争层次 企业经营者应跳出低价竞争的桎梏，综合研究产品、品牌、信誉、质量、企业形象等多种影响市场的因素，不仅考虑“如何分到大蛋糕”，还应着眼于“如何把蛋糕做大”。应仔细研究市场需求的趋势，找准目标市场，准确市场定位，同时进一步更新改造现有产品，积极设计开发新产品，开拓新的经营域，以质量竞争、产品和服务的差异竞争、附加值竞争等全方位的竞争取代单一的价格竞争。 4.4 旅游企业必须淡化旅游产品无形性的特性，实施差异化竞争 策略 在旅游市场上，面对纯粹的价格竞争，任何企业都无法从市场中脱颖而出。因此，旅游企业必须采用差异化经营方式，通过发掘形成自身特有的竞争要素来更为有效地占领旅游市场。对于旅游企业而言，最为有效的当属品牌经营策略，通过品牌差异化代替价格差异化，进而实现企业差异化。 Stems, root cause mechanical damage, looping root amputation at the wound to prevent infection. (3) category tree seedlings: a spindle should have a uniform distribution of main branches, branches, trunk diameter above 3.0CM; make trees of broadleaved trees branch height should be relatively consistent, with 3-5 main branch, trunk diameter of not less than 4cm, branch point is not less than 2.5M; coniferous trees with the spindle, there are primary. (4) shrubs class seedlings: tufted type shrubs requirements irrigation bundle full, and main collateral distribution uniform, and main branch number not less than 5 branch, at least has 3 branch above irrigation high reached provides standard; creeping type shrubs requirements at least has 3 branch above main branch reached provides standard length; vine health seedlings, and should points branch uniform, and main article number 5 branch above, and main article diameter 1.0CM above; going it alone type shrubs requirements with trunk, and points branch uniform, base diameter in 2.0CM above; hedge with shrubs requirements irrigation bundle full, and points branch uniform, and dry lower leaves no bare, More than 2 years old. All plants are shrubs should meet the specifications. (5) the solitary trees should be selected single planting ornamental tree is beautiful, high ornamental value of individual plants. (6) design should be selected when the bushes planted plant specifications, flowering shrubs such as rhododendron plants should select color uniform varieties, planting interval and density. 4, seedling planting project plants should be located according to the drawings, and with reference to the national standard and suitable to avoid lines, planting pits should be greater than the minimum thickness requirements, planting soil backfill compaction in layers to ensure that plants are firmly rooted in the ground, supported by large-size seedlingshe primary analysis of soil physical and chemical properties, such as pests, disinfection, pest control in advance. Garden plant growth by required of minimum planting soil thickness should meet Xia table (construction figure Shang indicate of except) vegetation type herb flower lawn to was small shrubs big shrubs shallow root trees deep root trees soil thickness 30 (CM) 30 (CM) 45 (CM) 60 (CM) 90 (CM) 120 (CM) planting soil should selection for plant growth of selective soil, as humic acid soil, and lawn fertilizer, and peat soil, and pH 5.5~7.0, humidity 30~70%, completely loose, Lawn planting soil roughness (soil surface should be lower than teeth pond 2~5cm). 2, planting garden of foundation engineering projects from planning to the construction stage, focus on after completion of landscaping, the overall goal is to create a good living environment for plants, create a garden and green space. Plant engineering of the project was to create the basis for plant growth, soil, it can be said is the garden project, is one of the most important works. Also planted phase of this project must be carried out by the local soil improvement project. 3, seedling selection requirements: (1) engineering seedling selection of cooked goods, provisions relating to plant size. Plant procurement specifications can be large, so as to achieve ecological effect in a short time. Seedlings should have ... Strong, lush, Crown-shaped full, normal color, root system, pest and disease-free. (2) the project should have growth robust, lush, Crown-shaped full, normal color, root system, pest and disease-free.