近年来，旅游业的快速发展也使得我国的旅游公司发展日新月异，传统的旅 游公司线下揽客的方式已经越来越不适应当今市场的发展，逐渐地被日新月异的 旅游市场所抛弃。因此，如何在当今激烈竞争的旅游市场中脱颖而出，是每一个 旅游企业都应关注的首要问题。旅游企业只有认准市场的发展要求和自身的能力 水平，才能根据旅游市场的要求及时调整发展方向和发展战略，从而在激烈的市 场竞争中站稳脚跟。 深圳候鸟旅行公司，该公司是一家成立于2015年的旅游中介公司，除了代 订票务、规划旅游线路之外，该公司最大的亮点在于可为2到6人的小团体制定 个性化的旅游路线和旅游行程，可以说对自身的定位较为清晰，然而这种精品境 外小团的模式也已经越来越泛滥，因此候鸟旅行公司需要及时的调整自身的竞争 战略。文章结合文献研究法、案例研究法等方式，重点分析了当前深圳候鸟旅行 的内外两方面的发展环境，并结合问卷调查的方式，指出了当前候鸟旅行在发展 中所面临的困境，提出公司想要进一步的发展应当积极的从品牌差异化、产品差 异化、服务差异化和营销差异化战略方面入手，并从职能保障和人才队伍建设等 方面提出了候鸟旅行公司竞争战略实施的一系列保障。 关键词：旅行公司，竞争战略，发展环境，差异化战略，SWOT MBA学位论文 作者：刘景 深圳市候鸟旅行公司竞争战略研究 II RESEARCH ON COMPETITIVE STRATEGY OF SHENZHEN MIGRATORY BIRD TRAVEL COMPANY Abstract In recent years, the rapid development of tourism industry has also made the development of tourism companies in China more and more rapid, the traditional way of taking customers offline has been abandoned by the current tourism market. Therefore, how to stand out in today's competitive tourism market is a concern of every tourism enterprise. Only when tourism enterprises recognize the development requirements of the market and their own ability level, can they adjust the development direction and strategy in time according to the requirements of the tourism market, so as to achieve long-term victory. The article chooses Shenzhen Migratory Bird Travel Company as an example, a travel intermediary company founded in 2015. In addition to booking tickets and planning travel routes, the company's biggest highlight is that it may develop personalized travel routes and travel itineraries for small groups of 2 to 6 people. Combined with the methods of literature research and case study, this paper analyzes the development environment of migratory birds traveling in Shenzhen, and adjusts the questionnaire The paper points out the dilemma that the current migratory bird travel is facing in the development, and puts forward that the company should start actively from the aspects of brand differentiation, product differentiation, service differentiation and marketing differentiation strategy, and put forward the guarantee of implementing the competition strategy of migratory bird travel company from the aspects of only guarantee and talent team building. Key words: travel company, competitive strategy, development environment, differentiation strategy, SWOT MBA学位论文 作者：刘景 深圳市候鸟旅行公司竞争战略研究 III 目 录 中文摘要 ..................................................................................................................... I Abstract ....................................................................................................................... II 第一章 绪论 ............................................................................................................. 1 1.1 研究背景 ......................................................................................................... 1 1.2 研究意义 ......................................................................................................... 2 1.3 深圳候鸟旅行公司简介 ................................................................................. 2 1.4 研究思路与内容 ............................................................................................. 3 1.5 资料收集与研究方法 ..................................................................................... 3 1.6 论文结构框架 ................................................................................................. 4 第二章 相关理论综述 .......................................................................................... 5 2.1 战略管理理论 ................................................................................................. 5 2.1.1 战略管理的涵义 ...................................................................................... 5 2.1.2 战略管理的发展 ...................................................................................... 6 2.1.3 战略管理的过程 ...................................................................................... 7 2.2 竞争战略理论 ................................................................................................. 7 2.2.1 总成本领先战略 ...................................................................................... 7 2.2.2 差异化战略 .............................................................................................. 8 2.2.3 目标集中战略 .......................................................................................... 8 2.3 研究工具和方法 ............................................................................................. 9 2.3.1 波特五力模型理论 .................................................................................. 9 2.3.2 EFE矩阵 ................................................................................................. 10 2.3.3 IFE矩阵 .................................................................................................. 10 2.3.4 SWOT分析法 ...................................................................................... 10 第三章 深圳候鸟旅行的外部环境分析 ........................................................ 11 3.1 宏观环境分析 ............................................................................................... 11 3.1.1 政治环境分析 ........................................................................................ 11 3.1.2 经济环境分析 ........................................................................................ 11 3.1.3 社会文化环境分析 ................................................................................ 12 MBA学位论文 作者：刘景 深圳市候鸟旅行公司竞争战略研究 IV 3.1.4 技术环境分析 ........................................................................................ 13 3.2 行业环境分析 ............................................................................................... 13 3.3 五力模型分析 ............................................................................................... 15 3.3.1 新进入者的威胁 .................................................................................... 16 3.3.2 现有竞争者的竞争程度 ........................................................................ 16 3.3.3 替代产品的威胁 .................................................................................... 18 3.3.4 购买者讨价还价的能力 ........................................................................ 18 3.3.5 供应商的讨价还价能力 ........................................................................ 19 3.4 外部因素评价 ............................................................................................... 20 3.5 外部环境分析总结与评价 ....................................................................... 22 第四章 深圳候鸟旅行的内部环境分析 ........................................................ 24 4.1 公司经营现状分析 ....................................................................................... 24 4.1.1 盈利水平分析 ........................................................................................ 24 4.1.2 营销模式分析 ........................................................................................ 26 4.1.3 企业文化分析 ........................................................................................ 27 4.2 公司核心竞争能力分析 ............................................................................... 27 4.1.1 完善的组织结构 ........................................................................