The Research Of Value Chains Of The Traditional Travel Services Under The E-Commerce

The traditional travel services have been playing indispensable roles in the development of tour industry. With the development and broad application of tourism e-business, the traditional travel services have been affected and challenged unprecedentedly. With C-trip as representative, the online tour agent is rapidly penetrating the traditional travel services and squeezing its profit margin, which changes the management mode and value chains of the latter. Facing the evolvement of market competitive landscape, the traditional travel services should reconstitute and organize the key resources among the value chains in order to improve the competition advantages and acquire the development space.The thesis starts from the development of tour e-commerce, uses the analysis of value chain as a tool, adopts the ways and means of literature search, theory illation, contrast search and case study, analyzes the components of internal and external value chains of the traditional travel services. Combining the influence that the tourism e-commerce has brought to the internal and external value chains of the traditional travel services, the thesis analyzes the core competence of traditional travel services and brings forward the competitive strategies of the value chains of the traditional travel services, including the internal value chains strategies such as the organizational structure reconstruction and business process reengineering, team management and human resources strengthen, information platform application, enterprise culture building, product design and mix and customer relationship management and the external value chains strategies such as consolidating the key resources of the value chains, non-travel industry alliance, distribution channels conformity and brand advantage building. The purpose of this thesis is to provide a reference idea for the development of traditional travel services under the e-commerce and an initial guidance for traditional travel services to break out the small market and fuse into the grand market.