The Transformation And Innovation Of State-owned Travel Agency In Internet Era-setting CITS As An Example

In recent year, with the tourism market's continuous development and improvement as well as the gradual advance of global economic integration, the transformation and innovation of tourism related industries have become the focus of theoretical research, it is also the main theme of the tourism development in the Internet Era. Not only from the perspective of national economic development, but also from the perspective of economic growth, tourism industry plays a very important role. With the effect of macroeconomic regulation and control, consumer attitude changes, in the rapid development of the Internet era which not only has a more broad space for development, but also facing greater challenges, they have pointed out the development direction for tourism industry, which are transformation and innovation. In 2008, National Tourism Administration fully implemented the strategic plan for tourism industry's transformation and upgrading, which greatly shorten the time of changes from tourism country to a tourist power. In the future for a long time, the state-owned travel agencies' transformation and innovation will be the inevitable result of the times development.The State - owned travel agency as the backbone enterprises of Chinese tourism industry, has played a very important role in the development of modern service industry in China. Actively to implement the policy of national structural adjustment, the upgrading of industrial innovation, the use of internet + leading industry development, take lead to fulfill the social responsibility, efficiently allocate tourism resources,promote the steady and sustainable development of tourism, which is worthy of in-depth research of major issue.In this thesis, it has utilized public management, economics,management related knowledge, combining with the current Internet Era,from the perspective of market competitiveness, social responsibility,international brand effect and human resource management to analyze the opportunities and challenges faced by the transformation and innovation of state-owned travel agencies; Through empirical research on CITS,based on in-depth analysis of the difficulties of the transformation and innovation of state owned travel agencies ,it points out the suggestion of state-owned travel agency's transformation and innovation development .The thesis includes 4 parts:Firstly, With the rapid development of Internet,, which result in the inevitability of tourism transformation and innovation,, the urgency of the reform of state-owned travel agencies as the breakthrough point, then propose the necessity and direction of transformation and innovation.Through the summary of the relevant research, to summarize the relevant basic concepts and theories, so as to establish the theoretical framework and analytical thinking of this thesis.Secondly, put the focus on analysis about the opportunities and challenges faced by state - owned travel agencies in the Internet era. The history and current situation of state - owned travel agency's development are introduced briefly. Understand that the state-owned travel agency has the support of the government policy ?brand advantage, and security service advantages, which are the favorable conditions for the long-term and healthy development of the state-owned travel agencies. Then propose the opportunities and challenges faced by the state - owned travel agencies, all these aspects have provided a strong argument for transformation and innovation of state-owned travel agencies.Again, regarding CITS as the research object, on the basis of CITS's general reform review and current situation, put the focus on the research of performance of fulfilling social responsibility and transformation innovation which has been implemented. Then point out the difficulties during the CITS transformation and innovation process. It provides support and demonstration basis for the next part of discussionFinally, this thesis has analyzed the State - owned travel agencies'existing problems and causes, then propose the suggestion of State -owned travel agencies' transformation and innovation .Mainly showing on that ideas changing, innovative thinking, strengthen network operation;accelerate resource restructuring, the implementation of diversified development strategy; from complacency to cross-border integration of innovation development and so on.The innovation of this paper is mainly manifested in two aspects:first, In this paper, based on the socialist public ownership of the state-owned travel agencies, it bears two functions of society and economy at the same time. Moreover, it points out that the fulfillment of social functions is the characteristic of the state-owned travel agency which is different from the traditional travel agency. State-owned travel agency should not only put the profit target in the first place in the operation, but also put the social responsibility in the same important position. On this basis, the paper analyzes how the state-owned travel agency realizes the transformation and innovation in the increasingly competitive Internet Era, it is clear that we must stick to the fundamental principles of corporate social responsibility in the reform and development of state-owned travel agency.Second, according to current characteristics of the development of"Internet + tourism ", using Internet thinking and technology innovation to develop state-owned travel agency, proposing that through the integration of state-owned travel agency resources,oss-border cooperation?diversification and application of the Internet platform,strengthening brand strategy and so on of reform ideas and initiatives of simultaneous transformation and innovation, trying to construct the direction of future development of state- owned travel agency, on the basis of the detailed analysis of the ability of transformation and innovation, the transformation and innovation of the development strategy and measures are described in detail, the development idea of this research has become a highlight of this article.The research of this paper provides the reference for the relevant government departments of our country in the management of the travel agency, the tourism planning and management and the management of the tourist service organization, it could also be used as reference for the transformation and innovation of the state-owned enterprises in China.