Research On Small And Medium-sized Agents Competition Strategy Under The Online Travel Industry Chain Refactoring

The continuous development of information technology and network technologyhas a powerful influence to all aspects of social production and life, from all walks oflife are joined in the trend of using the latest technology, the tourism industry is noexception. Constantly fusion, informatization and networking with tourism industryfurther development has given rise to online travel emerging forms. Online travel newformats puts forward new requirements for the online travel industry chain. Onlinetravel agent is connected to the tourism product service providers and consumers, inthe middle position of the online travel industry chain. Holiday in the online travelmarket, although the small and medium-sized online travel agents and tourist productsdirect supplier occupying nearly half of the market turnover, but because of theirweak and management strategy consciousness is not strong, the market competitiveadvantage is not obvious. The intensified competition in the online travel market,small and medium-sized online travel agent needs to improve market competitiveness.Change and optimize the industrial structure is the most effective way to fast eachindustry and the enterprise core competitive ability. Therefore, this article from theperspective of transformation and optimization of the online travel industry chain,relying on the industry chain and other related theories, using literature analysismethod, observation method, mathematical statistics research methods, such ascompetitive strategy for small and medium-sized online travel agent were studied.This research main content is as follows: first, the online travel related concept isdefined, and combed the online travel research progress at home and abroad. Second,the paper expounds present situation and existing problems such as online travelindustry chain competition homogeneity, and the above problems are analyzed fromtwo aspects of inside and outside,development strategy not clear for a reason. Later,with the aid of virtual value chain and chain enterprises to reconstruct the onlinetravel industry chain, to clarify the online travel industry chain reconfiguration, theonline travel industry chain from the one-to-one model to a one-to-many model,industry chain from the chain to the net. In the online travel industry chain model torefactor under then. Tourism products suppliers can directly obtain the demand ofconsumer feedback, online travel agents hit network coverage of all the potential interaction between tourists and tourism consumer online travel decisions. Third,according to online travel industry chain reconstruction model, the paper puts forwardthe development strategy of small and medium-sized online travel agencies, includingthe optimization of the external development environment strategy, such as mixed,build cooperation alliance and coordination; Upgrade hardware strategies, such astravel website, customer service system; Deepen the soft power strategy, such ascreating a VIP customer service team, social media marketing. Finally, selection ofsmall and medium-sized online travel agency-Shenzhen Yuegang international travelagency as an example, expounds its online tourism resources development presentsituation, analyzes its existence itself has not been effective configuration anddevelopment model of the single and the reason, according to the online travelindustry chain reconstruction model, puts forward the competitive strategy in theonline travel market, namely the hardware upgrade strategy, such as strengthening theconstruction of their own independent website, optimization of customer servicesystem; Branding strategy, such as soft marketing; Focus strategy, such as accordingto the different stages of the tourism market in precise thematic tourism expandmarket share.