摘要当前，旅游法的颁布、旅游电子商务的兴起和大众媒体的普及共同构成了旅行社企业发展面临的新形势。在新形势下，旅行社企业面临着原有发展理念亟待转变、旅游电子商务平台市场份额日益增大和大众媒体自发性监督力度增强的新挑战。同时，旅游法的颁布促进了市场秩序规范化、旅游电子商务平台促进了行业格局的新变化、大众媒体影响力的显著增强促进了营销方式的多样化，这三者又成为旅行社企业发展的新机遇。在挑战与机遇并存的境况下，旅行社企业亟需解决从业者法律意识淡薄、在线产品出现同质化现象、大众媒体广告宣传作用利用不到位以及现有人才体系不健全等问题。针对上述问题，文章提出了强化旅行社企业诚信经营意识、明确企业产品定位、进行线上交付与线下体验相融合、创新大众媒体营销模式和构建复合型人才培养体系等应对措施。86914

毕业论文关键字：旅行社；旅游法；电子商务；大众媒体

Research on the path of development of travel agencies in the new situation

Abstract

At present,the new situation to the development of travel agencies has heavily affected by the promulgation of the tourism law,the rise of tourism electronic commerce and the popularity of the mass media。Under the new situation,travel agencies are faced with the new challenges。for exampe,development ideas need to be changed,the market share of tourism electronic commerce platform and the spontaneous supervision of the mass media are increasing。At the same time,the promulgation of the tourism law standardize the market order,and the tourism e-commerce platform palys an auxo-action for the pattern of the industry,as well as the influence of the mass media enhance the persification of marketing,so all of them become the opportunities for the development of travel agencies。Under the circumstances of the coexistence of challenge and opportunity,tourism enterprises need to solve the problem of the lack of legal consciousness at practitioners,and the online products have the phenomenon of homogenization,the mass media advertising is not in place to promote the role of advertising and the existing talent system is not perfect and so on。In view of the above problems,The paper puts forward to strengthen the sense of integrity management of travel agency enterprises,to clear enterprise product positioning，to make online delivery and offline experience integration,to strength the innovation of mass media marketing mode and construction of compound talents training system。

Keywords:travel agency；tourism law；electronic commerce；mass media

目  录

1 新形势的界定 2

1。1 旅游法的颁布 2

1。2 旅游电子商务的兴起 3

1。3 大众媒体的普及 3

2 新形势下旅行社企业发展所面临的挑战和机遇 4

2。1 新形势下旅行社企业发展所面临的挑战 4

2。1。1 旅行社原有发展理念亟待转变 4

2。1。2 旅游电子商务平台市场份额日益增大 5

2。1。3 大众媒体自发性监督力度增强 7

2。2 新形势下旅行社企业发展所面临的机遇 8

2。2。1 《旅游法》促进了市场秩序规范化 8

2。2。2 旅游电子商务平台促进了行业格局的新变化 8

2。2。3 大众媒体影响力显著增强