摘要
本文采用SPS案例研究方法,选取环意国际旅行社为研究对象,研究传统地接社如何通过文化工具,来摆脱在终端游客面前被迫"隐姓埋名"的被动局面。研究发现:地接社可以从国家、行业、组织、个人四个层面的文化寄存器中提取文化资源来扩展文化库,从而达到兼顾个人客户与企业客户文化诉求的目的;地接社可以通过扩展企业的文化库,实现与组织身份的紧密耦合,以自主研发的新产品为载体,来吸引终端游客,达到客户-企业认同,实现企业经营战略的转型,最终获得交易的主动权。本文为地接社与国内大的组团社主动交易提供了一个可借鉴的解决方案。
Adopting SPS case study method,the paper takes HUANYI International Travel Agency as the research object to study how traditional local travel agencies use culture as tools to get out of the passive＂anonymous＂situation in front of the terminal tourists.The research finds that local travel agency can extract cultural resources from four levels of culture registers（country,industry,organization and individual）to enrich culture repertoire,and thus the cultural appeals of both personal customers and enterprise customers can be satisfied;the local travel agency can achieve business strategic transformation of enterprise to obtain the power of initiative transaction via enrichment of culture repertoire,independent research and development of new products as a carrier to attract terminal tourists and establish customer-enterprise identification.This study provides a reference solution for local travel agencies to initiate deals with large domestic travel agencies.
出处
《管理案例研究与评论》
CSSCI
2016年第1期82-98,共17页
Journal of Management Case Studies
基金
国家自然科学基金项目"基于共赢视角的积分联盟对交叉购买及客户资产的增强效应研究"(71172133)
陕西省普通高等学校哲学社会科学特色学科建设项目
陕西高校人文社会科学青年英才支持计划项目
陕西省自然基金"文化库对服务新产品开发的作用机理研究"(2016JM7003)
关键词
文化库
文化资源
经营战略
认同
案例研究
culture repertoire
cultural resources
business strategy
identification
case study
