Research On The Competitive Strategy Of Tourism Business Of E - Commerce

E-commerce, very popular all over the world, plays a constructive role in restructuring world economy and international trade system. Being in the early development stage, e-commerce in China now enjoys a good development momentum. With the improved economic, political, legal and cultural environment, China’s e-commerce is developing on the healthy track. Against the backdrop of increased competition in e-tourism industry in recent years, it is essential for us to offer new services to improve the competitiveness of a tourist company.With Douqu E-tourist Company as a case study, this paper, through PEST analysis, finds that it is offered market opportunities from governmental support for e-commerce and e-tourism, strengthened law enforcement, improved economy, modernized consumption conception and advanced internet and media environment; at the same time, it is faced with threats from increased market competitiveness, easier market access and poor bargaining power. Based on ’Five Forces Model’ analysis, the papers concludes that the icreased competitiion in the industy is originated from the intensified OAT competition, fast development of online service of the tourist industry and group purchase platform, and increased self-constructured e-commerce platform by tourist attractions and tourist investors. The growing investment in and the tightening control of e-tourism by the large OTA make it a fiercely arena to tourist service providers. Through an analysis of internal resources of the company, the present papaer finds its advantages lies in its professional staff, clear market positoning, rich business resources as well as stable customer group, and its disadvantages are mainly reflected in difficulty in financing, limited capital and weak bargaining power. Through SWOT analysis, the paper suggests that Douqu company should take differentiating strategy, improve internal management and platform construction, strengthen cooperation with resource provider and OTA so as to win market share in tourist industry. In order to achieve this goal, the company shall fully use its financial, human and technological resources to implement the following three strategies:concentration, differentiation and brand promotion.The research made in this paper is far from perfect, because the company used in the case study is a small one, which makes it difficult to provide an extensive and profound analysis of the questions concerned. To have a more systematic understanding of these questions, it is necessary to study the trends and strategies of tourist economy in the context of information society and the horizontal development of supporting services of tourist industry.