Research on Product Differentiation of Chinese Travel Agencies

Author: Wu Changnan
Publisher:
Publish Date: 2006-02-01
Features: This book proposes strategies for travel agencies to achieve product differentiation, including: keeping the profitability information of innovative travel routes confidential, extending the observation and imitation delays of competitors; applying for "trademark" registration for innovative travel routes; targeting upstream markets and purchasing exclusive regional rights to certain elements of innovative travel routes; implementing chain operations and cross-regional spatial location strategies; adopting an integrated strategy to overcome the externality of advertising; establishing tour guide companies to address tour guide agency problems... This book conducts an in-depth and systematic analysis of the phenomenon of declining profit margins in Chinese travel agencies using the product differentiation theory from Western industrial organization theory, offering an endogenous explanation for the decline in travel agency profits. Additionally, the book specifically analyzes the reasons why travel agencies struggle to successfully create and expand product differentiation from four aspects: product innovation, advertising, brand reputation, and location. On this basis, the book proposes a comprehensive set of product differentiation strategies for travel agencies. This book proposes strategies for travel agencies to achieve product differentiation, including: keeping the profitability information of innovative travel routes confidential, extending the observation and imitation delays of competitors; applying for "trademark" registration for innovative travel routes; targeting upstream markets and purchasing exclusive regional rights to certain elements of innovative travel routes; implementing chain operations and cross-regional spatial location strategies; adopting an integrated strategy to overcome the externality of advertising; establishing tour guide companies to address tour guide agency problems.