服务企业电子商务发展模式研究——以旅行社为例

信息技术的电子商务对传统旅行社的业务范围、经营方式产生了变革性影响,促使旅行社电子商务成为旅行社业发展的新契机。本文采用最新数据阐述了网络经济的蓬勃发展以及传统旅行社面临的新挑战,深入剖析了网络经济的本质特征及其为传统旅行社行业带来的历史性发展机遇;通过对传统旅行社战略环境的SWOT分析和计算,按照OS战略发展方向并结合网络经济与电子商务特点,对传统旅行社提出了"广泛参与、品牌塑造、优势互补、强化服务"的参与网络经济、介入电子商务的新模式。

IT- based e- commerce has made a transformative impact on the traditional travel agency business from the aspects of business scope and operation mode, making travel agency e - commerce a new opportunity for the development of travel agency industry. Using the latest data to elaborate the booming network economy and new challenges the traditional travel agencies face, this paper deeply analyzed the essential characteristics of network economy and historical challenges for the traditional travel agencies. By analyzing the strategic environment of the traditional travel agencies through SWOT, in accordance with OS strategic trend and in combination with the features of network economy and e - commerce, we proposed the new model of e - commerce for travel agencies.