中国旅游产业组织演化研究（1978-2008）
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摘要
从1978年到2008年,中国用了三十年完成了从旅游资源大国到旅游大国的跨越。其间旅游产业获得迅猛发展,已经从一个新兴产业逐渐成为国民经济体系中的一项重要产业。但是在宏观层面高速发展的背后,旅游业在产业组织层面上积累了诸多的问题与矛盾。而产业组织对于一个产业的生产率和创新率有重要影响。在技术与制度因素的协同作用下,产业组织不断演化,演化的方向和程度决定了产业的竞争力。本文尝试从产业组织演化角度对中国旅游业进行研究,以期为中国实现从旅游大国走向旅游强国的历史性跨越提供有益建议。
本文采用传统的产业组织理论作为理论工具,结合演化经济学,通过分析制度变迁与技术创新对产业组织演化起到的作用,来获得制度与技术对产业组织演化的机理的认识,以推及产业组织未来优化方向。本文以重大事件为节点,将中国旅游业发展历程划分为三个阶段,分别考察各阶段产业组织层面的特征与演化趋势。在此基础上,本文回归产业组织的研究原点,以马歇尔定义的四种类型组织:企业内组织、产业内组织、产业间组织和政府组织为分析对象,针对中国旅游业的产业组织特点展开分析。企业内组织核心考察旅游企业的一体化整合和专业化分工,产业内组织核心考察旅游企业之间的模块化组织和网络化组织,而产业间组织则核心考察旅游产业与其他产业之间的融合与联动,政府组织对旅游产业组织起到规制与服务的作用,对产业组织有着直接而重要的影响。
在一定程度上可以说本文的研究框架是R-SCP模式的扩展:企业间的一体化整合和专业化分工是提升产业集中度、改善市场结构(Structure)的两种有效渠道,这有助于改善旅游企业“小弱散差”的结构现状;而企业间的模块化组织和网络化组织则是改善旅游业内以同质竞争为主体的恶性竞争的有效渠道,这有助于优化旅游业的市场行为(Conduct),实现有效竞争的有序展开;产业间的融合与联动则是研究了旅游业对其他产业,乃至整个国民经济的带动作用,这在一定程度上可以认为是旅游产业市场绩效(Performance)的重要方面;政府组织对旅游产业组织的演化施加重要影响,这种影响主要是通过规制(Regulation)来体现。
本文的主要结论有以下五点:
1、技术创新与制度变迁是推动旅游产业组织演化的主要动力。
中国旅游产业发展三十年取得长足进步,由政府主导型的发展战略为产业开端到逐步市场化的过程中,技术创新与制度变迁是推动产业组织演化的主要动力。制度的变迁为企业在更宽松的经营环境下实现在更大地域空间的资源整合提供可能,而包括信息技术和管理技术为代表的技术创新则为企业在更大尺度空间和更大企业规模的高效运营成为可能。技术与制度协同推动企业内、企业间、产业间和政府组织的演化,进而推动旅游产业的发展。
2、企业内部的一体化整合与专业化分工有助于旅游业市场结构的优化。
旅游业“散小弱差”的市场结构优化路径主要集中在一体化整合和专业化分工上。一体化整合是旅游企业通过并购实现横向或纵向的一体化战略,提升市场占有率,从而形成具备更大市场权力的企业集团。而专业化分工则是通过建立垂直专业分工体系使得每个企业聚焦在更为细分的专业市场上,从而提升企业在细分市场的占有率,也是优化市场结构的重要路径。企业内组织是产业组织的微观基础,是实现旅游业市场结构优化的着力点。
3、企业间网络化组织和模块化生产有助于形成旅游业市场竞争的健康展开。
旅游企业间的同质竞争是导致产业平均利润下滑的主要原因,形成健康的竞争态势是中国旅游业发展的核心命题。而企业间逐步形成的网络化组织是将外部交易内部化,变企业间竞争为网络间竞争,形成在区域市场的有序竞争格局。模块化则将企业间竞争转化为模块内竞争,形成企业间良性竞争的格局,有利于产业的优化与提升。通过网络化组织和模块化组织,中国旅游业可以变原有的恶性竞争为良性竞争,实现企业间的差异化经营和旅游产品和服务的质的提升。
4、产业间的融合与联动有助于推动旅游业绩效的优化与产业地位的提升。
旅游产业在非典以后对国民经济的贡献率逐年下降,关键是作为主导产业的旅游业没有发挥其强融合性和强关联性的特点,没有与多产业发生充分的融合与联动。基于技术创新和规制放松的产业融合和基于产业联系的产业联动是旅游产业提升其市场绩效,巩固产业地位的重要手段。
5、政府组织在旅游产业发展中的作用逐步由产业规制者转化为产业服务者。
中国旅游业是在政府主导下发展起来的,政府组织在产业发展中施加了重要影响,旅游业在发展中也受到诸多的产业规制。伴随市场化进程的深化,政府组织正在实施从主导型向服务型的职能转化,逐步将自身职能定位于产业管理、产业支持与产业推介等产业服务职能上,为旅游业健康发展营造良好的发展空间。
China took three decades to complete the historic leap from a great tourism resources county to a great tourism industry county. China's tourism industry developed rapidly, and has gradually become an important industry of the national economic system. At the macro level, however, a lot of questions and contradictions have been accumulated in the organizational level in the industry. Industrial organization has a significant impact on the rate of productivity and innovation of an industry. Under the synergetic effect of technical and institutional factors, industrial organization evolutes continually, and the direction and extent of this evolution decides the competitiveness of the industry. This thesis attempts to study China's tourism industry from the perspective of industrial organizational evolution to provide some useful suggestions to help China's tourism industry to complete another historic leap to a great tourism industry power.
Using the traditional industrial organization theory as a theoretical tool, combined with the evolutionary economics, the thesis studies the role institutional changes and technological innovations playing of in the industrial organizational evolution firstly, researches the mechanism of industrial organizational evolution, and dopes out the optimize direction of industrial organization. The thesis takes several major events for the node, divides the development of China’s tourism industry into three stages, and studies the characteristics and trends of each stage. On this basis, the thesis returns to the starting point of industrial organization research, takes Marshall’s definition of four types of organizations: inner-enterprise organizations, inter-enterprise organizations, inter-industry organizations and governmental organizations as the object, and analyzes the characteristics of China’s tourism industrial organization. Inner-enterprise organization studies the integration and specialization of tourism enterprises. Inter-corporate organizations study the networked and modular organization of tourism enterprises. Inter-industry organization studies the integration and linkage between the tourism industry and other industries. Governmental organizations play a direct and important impact on China’s tourism industrial organization.
To a certain extent, the framework of this study can be regarded as the expansion of the R-SCP framework. The integration and specialization of inter-enterprise can enhance the industrial concentration to improve the market structure. The network and modularity between tourism enterprises help to optimize the tourism industry market conduct effectively. The integration and linkage of tourism industry and other industries focus on the leading role of tourism, which to some extent can be regarded as market performance of the tourism industry. Governmental organizations have an influence on the evolution of the tourism industry organization mainly by the regulations.
The main conclusions of this thesis are below:
1. Technical innovations and institutional changes are the main power of the evolution of tourism industrial organization.
China’s tourism industry made substantial progress toward during three decades of reforming and opening. Its development strategy changed gradually from the model mainly led by the government to market-oriented. In this process, technological innovations and institutional changes in industrial organization are the main driving force to promote the evolution. Institutional changes help enterprises to operate in a more relaxed environment and implement integration of resources in a larger geographical space. Technological innovations, including information technology and management techniques, enhance efficient operating at a greater enterprise-scale and in a larger geographical scale. The synergetic effect of technical and institutional factors promotes evolution of the four types of organizations, thus impelling the development of the tourism industry.
2. The integration and specialization of enterprise contribute to the optimization of the structure of the tourism market.
The ways optimizing tourism market structure, which is“bad weak, scattered and small”, are mainly the integration and specialization. Tourism enterprises carry out integration by mergers and acquisitions to achieve horizontal or vertical integration strategy to increase market share, creating a stronger market power. Specialization is based on the establishment of a vertical division, and each enterprise focuses on its segment market to enhance its market share. The inner-enterprise organization is the micro-foundation of industrial organization, and should be the key to optimize market structures.
3. The networked and modular organization of Inter-enterprise contributes to the formation of the benign competition of the tourism industry.
Homogenized competition is the main reason for the decline of average profit in tourism enterprises. It is of vital importance for China’s tourism to form a benign competition. Inter-enterprise networked organization internalizes external transactions, and the competition between enterprises became the competition between networks, forming an orderly market in the regional competition. The modular organization changes the competition between enterprises into competition in a module, forming a benign competition between enterprises and helping the optimization and upgrading of tourism industry. By implementing the networked and modular organizations, China's tourism industry can turn a vicious competition into a benign one, and produce tourism products and services at a higher quality.
4. The integration and linkage of inter-industry help to optimize the performance of tourism industry.
The contribution rate of the national economy of China tourism industry declined gradually after SARS .The main reason is that the tourism industry did not exert its strong integration and association with many other industries. Integration and industry linkage can enhance tourism industry market performance, and consolidate its status in nation economy system.
5. The governmental organization changes its role in the tourism industry development strategy from imposing regulation on industry to supporting service to industry.
China's tourism industry is developed under the guidance of the government. The governmental organizations exerted an important impact in the development of the tourism industry, and the tourism enterprises were subject to a lot of industry regulations. With the deepening of market-oriented process, the government is gradually shifting its functions from issuing regulation to supporting service to the industry, and positioning itself in industry management, industry support and industry marketing and so on. This transformation helps to create a good and healthy development environment for the tourism industry.
本文采用传统的产业组织理论作为理论工具,结合演化经济学,通过分析制度变迁与技术创新对产业组织演化起到的作用,来获得制度与技术对产业组织演化的机理的认识,以推及产业组织未来优化方向。本文以重大事件为节点,将中国旅游业发展历程划分为三个阶段,分别考察各阶段产业组织层面的特征与演化趋势。在此基础上,本文回归产业组织的研究原点,以马歇尔定义的四种类型组织:企业内组织、产业内组织、产业间组织和政府组织为分析对象,针对中国旅游业的产业组织特点展开分析。企业内组织核心考察旅游企业的一体化整合和专业化分工,产业内组织核心考察旅游企业之间的模块化组织和网络化组织,而产业间组织则核心考察旅游产业与其他产业之间的融合与联动,政府组织对旅游产业组织起到规制与服务的作用,对产业组织有着直接而重要的影响。
在一定程度上可以说本文的研究框架是R-SCP模式的扩展:企业间的一体化整合和专业化分工是提升产业集中度、改善市场结构(Structure)的两种有效渠道,这有助于改善旅游企业“小弱散差”的结构现状;而企业间的模块化组织和网络化组织则是改善旅游业内以同质竞争为主体的恶性竞争的有效渠道,这有助于优化旅游业的市场行为(Conduct),实现有效竞争的有序展开;产业间的融合与联动则是研究了旅游业对其他产业,乃至整个国民经济的带动作用,这在一定程度上可以认为是旅游产业市场绩效(Performance)的重要方面;政府组织对旅游产业组织的演化施加重要影响,这种影响主要是通过规制(Regulation)来体现。
本文的主要结论有以下五点:
1、技术创新与制度变迁是推动旅游产业组织演化的主要动力。
中国旅游产业发展三十年取得长足进步,由政府主导型的发展战略为产业开端到逐步市场化的过程中,技术创新与制度变迁是推动产业组织演化的主要动力。制度的变迁为企业在更宽松的经营环境下实现在更大地域空间的资源整合提供可能,而包括信息技术和管理技术为代表的技术创新则为企业在更大尺度空间和更大企业规模的高效运营成为可能。技术与制度协同推动企业内、企业间、产业间和政府组织的演化,进而推动旅游产业的发展。
2、企业内部的一体化整合与专业化分工有助于旅游业市场结构的优化。
旅游业“散小弱差”的市场结构优化路径主要集中在一体化整合和专业化分工上。一体化整合是旅游企业通过并购实现横向或纵向的一体化战略,提升市场占有率,从而形成具备更大市场权力的企业集团。而专业化分工则是通过建立垂直专业分工体系使得每个企业聚焦在更为细分的专业市场上,从而提升企业在细分市场的占有率,也是优化市场结构的重要路径。企业内组织是产业组织的微观基础,是实现旅游业市场结构优化的着力点。
3、企业间网络化组织和模块化生产有助于形成旅游业市场竞争的健康展开。
旅游企业间的同质竞争是导致产业平均利润下滑的主要原因,形成健康的竞争态势是中国旅游业发展的核心命题。而企业间逐步形成的网络化组织是将外部交易内部化,变企业间竞争为网络间竞争,形成在区域市场的有序竞争格局。模块化则将企业间竞争转化为模块内竞争,形成企业间良性竞争的格局,有利于产业的优化与提升。通过网络化组织和模块化组织,中国旅游业可以变原有的恶性竞争为良性竞争,实现企业间的差异化经营和旅游产品和服务的质的提升。
4、产业间的融合与联动有助于推动旅游业绩效的优化与产业地位的提升。
旅游产业在非典以后对国民经济的贡献率逐年下降,关键是作为主导产业的旅游业没有发挥其强融合性和强关联性的特点,没有与多产业发生充分的融合与联动。基于技术创新和规制放松的产业融合和基于产业联系的产业联动是旅游产业提升其市场绩效,巩固产业地位的重要手段。
5、政府组织在旅游产业发展中的作用逐步由产业规制者转化为产业服务者。
中国旅游业是在政府主导下发展起来的,政府组织在产业发展中施加了重要影响,旅游业在发展中也受到诸多的产业规制。伴随市场化进程的深化,政府组织正在实施从主导型向服务型的职能转化,逐步将自身职能定位于产业管理、产业支持与产业推介等产业服务职能上,为旅游业健康发展营造良好的发展空间。
China took three decades to complete the historic leap from a great tourism resources county to a great tourism industry county. China's tourism industry developed rapidly, and has gradually become an important industry of the national economic system. At the macro level, however, a lot of questions and contradictions have been accumulated in the organizational level in the industry. Industrial organization has a significant impact on the rate of productivity and innovation of an industry. Under the synergetic effect of technical and institutional factors, industrial organization evolutes continually, and the direction and extent of this evolution decides the competitiveness of the industry. This thesis attempts to study China's tourism industry from the perspective of industrial organizational evolution to provide some useful suggestions to help China's tourism industry to complete another historic leap to a great tourism industry power.
Using the traditional industrial organization theory as a theoretical tool, combined with the evolutionary economics, the thesis studies the role institutional changes and technological innovations playing of in the industrial organizational evolution firstly, researches the mechanism of industrial organizational evolution, and dopes out the optimize direction of industrial organization. The thesis takes several major events for the node, divides the development of China’s tourism industry into three stages, and studies the characteristics and trends of each stage. On this basis, the thesis returns to the starting point of industrial organization research, takes Marshall’s definition of four types of organizations: inner-enterprise organizations, inter-enterprise organizations, inter-industry organizations and governmental organizations as the object, and analyzes the characteristics of China’s tourism industrial organization. Inner-enterprise organization studies the integration and specialization of tourism enterprises. Inter-corporate organizations study the networked and modular organization of tourism enterprises. Inter-industry organization studies the integration and linkage between the tourism industry and other industries. Governmental organizations play a direct and important impact on China’s tourism industrial organization.
To a certain extent, the framework of this study can be regarded as the expansion of the R-SCP framework. The integration and specialization of inter-enterprise can enhance the industrial concentration to improve the market structure. The network and modularity between tourism enterprises help to optimize the tourism industry market conduct effectively. The integration and linkage of tourism industry and other industries focus on the leading role of tourism, which to some extent can be regarded as market performance of the tourism industry. Governmental organizations have an influence on the evolution of the tourism industry organization mainly by the regulations.
The main conclusions of this thesis are below:
1. Technical innovations and institutional changes are the main power of the evolution of tourism industrial organization.
China’s tourism industry made substantial progress toward during three decades of reforming and opening. Its development strategy changed gradually from the model mainly led by the government to market-oriented. In this process, technological innovations and institutional changes in industrial organization are the main driving force to promote the evolution. Institutional changes help enterprises to operate in a more relaxed environment and implement integration of resources in a larger geographical space. Technological innovations, including information technology and management techniques, enhance efficient operating at a greater enterprise-scale and in a larger geographical scale. The synergetic effect of technical and institutional factors promotes evolution of the four types of organizations, thus impelling the development of the tourism industry.
2. The integration and specialization of enterprise contribute to the optimization of the structure of the tourism market.
The ways optimizing tourism market structure, which is“bad weak, scattered and small”, are mainly the integration and specialization. Tourism enterprises carry out integration by mergers and acquisitions to achieve horizontal or vertical integration strategy to increase market share, creating a stronger market power. Specialization is based on the establishment of a vertical division, and each enterprise focuses on its segment market to enhance its market share. The inner-enterprise organization is the micro-foundation of industrial organization, and should be the key to optimize market structures.
3. The networked and modular organization of Inter-enterprise contributes to the formation of the benign competition of the tourism industry.
Homogenized competition is the main reason for the decline of average profit in tourism enterprises. It is of vital importance for China’s tourism to form a benign competition. Inter-enterprise networked organization internalizes external transactions, and the competition between enterprises became the competition between networks, forming an orderly market in the regional competition. The modular organization changes the competition between enterprises into competition in a module, forming a benign competition between enterprises and helping the optimization and upgrading of tourism industry. By implementing the networked and modular organizations, China's tourism industry can turn a vicious competition into a benign one, and produce tourism products and services at a higher quality.
4. The integration and linkage of inter-industry help to optimize the performance of tourism industry.
The contribution rate of the national economy of China tourism industry declined gradually after SARS .The main reason is that the tourism industry did not exert its strong integration and association with many other industries. Integration and industry linkage can enhance tourism industry market performance, and consolidate its status in nation economy system.
5. The governmental organization changes its role in the tourism industry development strategy from imposing regulation on industry to supporting service to industry.
China's tourism industry is developed under the guidance of the government. The governmental organizations exerted an important impact in the development of the tourism industry, and the tourism enterprises were subject to a lot of industry regulations. With the deepening of market-oriented process, the government is gradually shifting its functions from issuing regulation to supporting service to the industry, and positioning itself in industry management, industry support and industry marketing and so on. This transformation helps to create a good and healthy development environment for the tourism industry.
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