| Tourism industry, one of the sunrise industries in 21st Century, has a broad prospect of development. Connecting tourists and traveling suppliers as a bridge, the travel agency has made a tremendous contribution to tourism development. Therefore, travel agency is called Leading Corporation of tourism industry. Along with the development of computer technology and the network technology, the travel agency is faced a huge challenge with appearance of the traveling suppliers' direct network sale and the new electronic travel agency; On the other hand, the travel agency may also adopt the advanced technology to develop electronic commerce and get a new development opportunity. In a word, in internet age, how to confront opportunities and challenges is a question worthy of thoroughly studying.This thesis uses the analysis of value chain as a tool, from enterprise value chain and industrial value chain, to decompose the travel agency's sustainable development, and propose specific Optimization Strategies. The intention of the thesis is to probe a thinking for transforming travel agency's Strategies and business, reforming its system, reestablishing its organization and activity. The thesis consists of four chapters with 40,000 words, which focuses on analysing the change of the value chain of travel agency and the Optimization Strategies.Chapter one: Summarizing travel E-business. The thesis begins with the native adaptability between tourism and E-business and the background of tourism e-business, exploring the trend which can not resist of combination between tourism and e-business. Then, the author introduces the background and general application of travel E-business at home and abroad, and points out the development strategies of optimization of value chain about travel agency in e-business.Chapter two: analysing travel agency's value chain both in internal and external and the influences in the environment of e-business. First, the thesis analyses travel agency's value chain both in internal and external. Then, the thesis analyses the influences of travel agency in the environment of E-business from three aspects.Chapter three: discussing the travel agency competition strategies of travel agency value chain. First, the thesis discusses the value of travel agency from social division, preponderance of special field of study, filling E-business vacancy, overcoming limitations of net technology. Then, the thesis discusses that travel agency should turn from travel middle business to travel exploit business intention to readjust role of travel agency's estate value chain., and that travel agency should construct competition optimization in services and purchases. At last, the thesis discusses rebuilding the business process flow and optimizing the inner value chain of travel agency. Chapter Four: proposing industrial value chain integrated strategies in e-business. First, the author deems that it is essential to integrate industrial value chain with fictitious organization and net economy. Then, that thesis discuss that the global industrial value chain must be integrated in resources, abroad sale net, transnational sale net and E-business technology. |
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