中文摘要：

本文就当前旅行社恶性价格竞争的问题,建立了差异化模型,用博弈分析的方法定量分析了两个旅行社之间低价竞争的原因。在已有模型的基础上,加入了增值服务这一新变量,建立了其中一个旅行社进行产品差异化的模型,分析了通过提供增值服务的差异化对旅行社之间的组团价格和各自市场需求的影响,根据模型分析的结果得出：存在一个决定旅行社是否进行差异化投资的分界点,可以通过产品差异化避免低价竞争,但要获得收益的增值就必须将差异化效率控制在一定的范围。最后,本文进一步分析了差异化程度对差异化效率的影响。

英文摘要：

The paper builds the differentiation model regarding the present problem that travel agencies lower price for competition. Then the main causes of low price competition between two agencies are analyzed in the quantitative method. The new model that one travel agency implements product differentiation is built by introducing value-added service variables based on the original model. The differentiation influence of providing value-added services is researched on the price and market demand of the two travel agencies. The results show that there is a cut-off point that decides whether travel agencies carry out the differentiation strategy; travel agencies can avoid low price competition and obtain value-added profits by product differentiation only when the differentiation efficiency is limited within some range. Finally,the differentiation effect on the differentiation efficiency is further analyzed.