The Value Chain Of Mass Customization Tourist Services Based On O2O And The Multi-objective Optimization

With the rapid development of national economy and people's living standards continue to improve, demand for services is also growing, especially tourism services demand is explosive growing.At the same time,020 is developing rapidly, while this new e-commerce model promoting the development of tourism services, also brought fierce competition in the market for it.The contradiction between peoples'needs of time performance and individual becomes increasingly prominent.Therefore, by using the theory of mass customization is a necessary way to realize 020 tours customized. Accordingly,the traditional value chain of travel agencies is not suitable for tourism services that has been integrated with 020 and MC,but travel agency is the core enterprise of tourism services,and past related research mainly focus on the conceptual level of qualitative research,so it is of great practical and theoretical significance to study the optimization of the value chain of travel agencies through combining of quantitative and qualitative analysis.Based on the analysis of related theories and literature of the domestic and foreign,combines the own characteristics of MC tourism service based on 020,this paper constructs the value chain model of MC tourism service based on 020.Then use the multi-objective fuzzy linear programming theory to built the optimization model of the value chain,using the model to make a quantitative analysis of the optimization of the value chain of travel agencies and achieve the fuzzy optimal combinations of cost configuration for achieving enterprise's multi-objective.Finally,using the above mathematical model to analysis a symbolic travel empirical of Guilin,and verifying the rationality of the model,according that to analysis the disadvantages on the business operations and how to improvement cost configuration.Research shows that enterprises combine their own development needs to optimize the value chain,and achieve the optimization results for achieving their multi-objective development.then combine with the actual situation and timely adjustment of corporate strategic focus, which can advantageously reduce costs and achieve rational allocation of resources.In the optimization results, the greater the cost of the value activity, companies need to pay more attention and invest more resources and manpower on it;The smaller the cost,companies should reduce its cost appropriately.By optimizing the allocation of resources, and maximizing the use of resources, so as to achieve the lowest cost to create the highest value,and ushered win win situation between the company and customer.