旅游业PEST及波特五力模型分析

战略管理课程论文PEST and Porters FIVE-FORCES Analysis on Tourism 班级：11712姓名：唐振祥 学号：1107414045 PEST and Porters FIVE-FORCES Analysis on Tourism Tourism has grown at accelerated pace over the last few decades and forecasts indicate an ever faster rate of growth into the new Millenium, with Asia and the Pacific becoming the second most important tourism destination of the world by 2020. One of the pillars of the tourism industry has been mankinds inherent desire to see and learn about the cultural identify of different parts of the world. We analyze the factors of policy, economy,society and technology to make sure the impact of tourism development brought by the change of these factors .POLITILAL The innovation policy declared by the government has effects on tourism. First, the government support the travel agency with abundant tourism resources,clear system to list on the market and seek financing. Second, it also support the listed tourism enterprises to refinance or take advantage of capital market to achieve mergers and acquisitions. As a result, single traditional travel agencies change into diversified development of large travel companies. Therefore, the tourism enterprises can improve operational efficiency,enhance the brand and their capital strength, and indirectly promote the development of tourism resources as well as improve product innovation and service quality. ECONOMIC Let me introduce the influence of economy to tourism. The GDP has grown heavily in recent years. Furthermore, the living standard of every family has improved. They rather to seek the spiritual enjoyment than the material needs. So traveling is their best choice to relax themselves. Besides, the economic policies have a large effects on tourism. The government invest much fund to the infrastructure, such as the cable car and glass walkway in ZhangJiajie, which attracts more tourists to there.SOCIAL I will introduce two biggest social phenomenon, which has impact on tourism. The first is “The Tourism Golden Week”, like Spring Festival, National Day. The tourist and tourist income increase during the Spring Festival and National Day year by year. It is changing people consumption custom as a tourist culture. The second is The Two Biggest Crowd, the old and the young.The old and the young take the biggest proportion in tourism and they would like to spent money or energy on travel. The old have steady savings, they would have more free time when they retired. And The young have more energy, more strong social intercourse desire and thirst for knowledge. So, they want to meet new world and different people by travel.TECHNOLOGICAL Technology also contribute to the development of tourism. The modern vehicles like CHR and plane instead of walk and car, which makes easier to go another place. Therefore, people are able to get to another city just within hours and dont feel tired. The development of camera makes it easily to record the beautiful memory. And with smartphone, we can search for tourist information and contact others anytime. With the advance of Internet,we can buy tickets online. As is mentioned above, all of them have influence on tourism from a macro perspective.Now letss analyze the micro influenced factors with Porters 5-FORCES model.1. INTENSITY OF RIVALRY Competition within the tourism industry is fierce. First, there is a large amount of enterprises engaged in tourism and one differs from another immensely. There are multinational corporations such as Jinjiang Group and Air China Company as well as huge central enterprises like National Travel Agency, but more are private company distributed in various regions. Next, the market increase fastly under the central policy that rapidly develop tertiary industry and the tourism flourished in all parts of country. Then because of the low fixed cost and entering threshold, different enterprises developed characteristic tourism based on their local color. Furthermore, provincial tourism resources are different and can not be replicated, the high differentiation between services and products accompanied with a high switching cost. Finally, there are low exit barriers.2. THREAT OF NEW ENTRANTS Tourism industry of our country has low enter barriers because that large-scale companies havent established a corresponding scale and network of operation. Government at all levels encourage the development of tourism in order to invite investment. The capital barriers are low. So there are numerous potential entrants. Foreign tourism tycoons are also significant potential threats apart from internal competitors due to their advanced management experience and abundant capital. 3. THREAT OF SUBSTITUDE The rapid development of internet and e-commerce make it possible for consumers to book flight ticket and hotel and search for travel information. The development of SNS(Social Networking Services) has given birth to a group called “Pinker”, they look for companion to travel together through internet rather than take part in a travel agency. In addition, with peoples living standard promoting, self-driving travel is becoming a popular option.4. BARGAINING POWER OF BUYERS With the rapid development of economic and promotion of living standard, people are more willing to spend money on pursuing the quality of life. So going out to travel is a reasonable and popular option. Consumers of tourism are getting more and more, with a strong power of consumption. But what they want are higher-quality travel products and services simultaneously with a lower price, which results in fierce competition within the market by lowering price so as to weaken profitability of enterprises.5. BARGAINING POWER OF SUPPLIERS There are several factors that have impact on tourism. At first government of all levels are the most upstream in tourism, they are able to exert pressure on the downstream enterprises by setting market access, which impact tourism industry a lot. Secondly, the developers of tourism resources, who determine the characteristic and scale of th