译名:
A Journey of Icebreaking: The innovation of CYTS M.I.C.E Service
案例作者:
伊志宏、于上尧、江轩宇、李丰也、楼升凯
中文关键词:
会议奖励旅游;创新战略;新产品开发;多元化与专业化;定价策略
英文关键词:
M.I.C.E.; innovation strategy; new-product development; diversification and specialization; pricing strategy
中文摘要:
随着我国经济的发展和中国国际形象的提升,我国旅游业在改革开放的三十多年内取得了巨大的进步,这为提供专业旅游服务的旅行社行业创造了极好的发展机会。但由于多种原因,我国旅行社行业在发展过程中始终存在“小、散、乱、差”的缺点。产品类型趋同、服务质量参差不齐、价格欺诈等顽疾的存在犹如一块块“坚冰”,阻挡着众多旅行社企业的进一步发展,也使旅行社一直处于顾客投诉的风口浪尖。在种种不利因素的限制下,中青旅控股股份有限公司通过有效的市场细分,率先将会议奖励旅游这一新兴业务引入中国市场,经过十年的努力,取得了丰硕的成果,公司整体实力和公司的会议奖励旅游业务已经处于行业的领先水平。然而伴随着公司业务的发展,新的问题也开始显现出来,如何应对这些问题使公司的发展更上一个台阶,成为摆在公司决策者面前新的难题。通过本案例的研究和学习,读者能够明确创新对于一个组织的意义,对公司的新产品开发战略有更深的认识,同时可以对定价策略、多元化与专业化、产品生命周期等相关问题展开进一步的研究。
英文摘要:
The tourism industry has been greatly developed during the past few decades from the end of 1970’s in twenty century along with the economic growth and promotion of China’s image in the world, which has been creating huge opportunities for travel agencies providing the professional travelling services. However,there are also several problems blocking the further growth of the industry like the solid ice ---- homogeneous products, various levels of service quality, price fraud----which brought the most customer complaints to the travel agencies. Being one of the leading companies in the industry, CYTS introduced M.I.C.E to China market at the first time through the effective market segmentation and succeeded greatly in last ten years. As the business growths, new issues emerged. How to deal with these problems in order to stand into the new stage of development ? The company’s decision maker has to answer the questions. Readers will be able to learn about the role of innovation in the company, get deep understand of the development strategy of new product, explore the concepts of pricing strategy, diversification vs. specialization, and life cycle of product.
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