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         This paper analyzes travel agency industry in Hainan based on Porter's five forces of industry structure,finding out the structural factors which induce low profit margin of Hainan's travel agencies.It also offers five proposals for changing these structural factors to increase the profit margin of Hainan's travel agencies as a whole.

            应用波特的行业竞争力理论分析海南旅行社业,得出海南旅行社行业长期赢利能力不佳的结构性原因。在这个基础上,提出了改变这些结构性原因的五项措施,期望以此提高海南旅行社行业整体盈利水平。

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