基于价值链理论的旅行社核心竞争力培育途径研究

Analysis of the Core Competitiveness of Travel Agencies Based on Value Chain

旅行社企业创造价值的一系列过程构成价值链。通过对传统旅行社价值链分析,发现仅仅以降低顾客交易成本和批量经营的增值方式已不再适应信息化和旅游模式进化发展的当代社会。从顾客价值和体验的角度出发,突破传统价值链模式,提出旅行社应以创新思维在价值链各环节创造更多价值,要重点培育旅行社的产品整合力、品牌营销力、策划创新力、接待服务力和后台管理力,才能真正提高企业核心竞争力。

A value chain is structured by travel agencies in the process for creating value. Through the value chain analysis of tra- ditional travel agencies, we found it is no longer useful for the Information and Tourism Model Evolution Contemporary Society only through reducing transaction costs and volume business customers value-added approach. From customer value and experience view,breaking the traditional value chain model, this paper suggests forward a travel agency should be based on innovative thinking in the value chain to create more value, and focus on cultivating a travel agency product integration, brand marketing, planning innovation, reception power and the background to manage. Only by this way can we truly improve their core competitiveness.