Research Of Small And Medium-sized Travel Agency Development Based On The Value Chain

In1985, American scholar Michael Potter first proposed the theory of value chain,is refers to the enterprise in a specific industry activities combined, is the analysis of thecompetitiveness of enterprises an effective way, but also reflects the value requirements.Based on the value chain theory as a guide, first used the method of literature study,this paper expounds the domestic and foreign scholars on travel value chain and themedium and small travel agency management present situation research results; andthen combined with SWOT analysis and five forces model and value chain structuremodel from these enterprises widely outside opportunities and threats, internal strengthsand disadvantages, the value chain of dynamic qualitative analysis, and the choice ofShenzhen treasure, Shanghai donkey mother, Shanghai spring, carry Cheng and Edragon of innovative development of value chain analysis, inquiry for the medium andsmall travel agencies in the innovation and development of the reference; and then bymeans of statistical analysis and on the spot investigation method, Zhangjiajie small andmedium-sized travel agency status and existing development mode of value chainanalysis; finally based on the value chain theory, put forward a series ofcountermeasures, such as value chain attachment strategy, differentiation strategy, risestrategy, horizontal integration strategies, and conceive the vertical division of laborsystem and the level division of labor force under the action of the value chain mode.This paper aims to seek a suitable for China’s small and medium-sized travelagencies to develop way, so as to enhance small and medium-sized travel agencies inthe travel industry competitiveness, promote small and medium-sized travel agenciesindustry healthy development.