Study On The Co-opetition Of China Travel Service

Since 1986, the tourism industry was officially included the national economic plan, and has established the industrial status in the national economic system. After more than 20 years, our country tourism has obtained the considerable progress. However, with entering WTO and the information technology introduction, the tourism industry is also facing an even more severe competition. As one of the important apartment of the tourism industrial organization, the travel agencies borders on the edge of survival. The massive facts indicated that small, scattered, weak, and poor industrial pattern of our travel agencies has not been significantly improved. The vicious competition within the industry is increasingly fierce, even presents"zero fare tour","negative tour"and so on, the price war's malformations products. How to optimize the industrial structure, realize the industrial division of labor, and enhance the profession competitive power, the question which urgently need to be solved in the Chinese travel agencies. From the angle of Co-opetition, through the use of Co-opetition theory, Strategic theory, Game theory and other theories, this article thoroughly studies the co-opetition relations and the co-opetition development models in travel agencies.The whole paper can be divided into seven parts:Introduction expatiate the background of selecting the topic, the purpose, meaning, content and method of the research. It also analyzes and evaluates the research actuality, characteristics and problems of county tourism sustainable development. Finally, it put forwards the mind of writing in this paper.Chapter II is the definition of the correlative concept and comments of basic theories. According to integrated nature of travel agencies competition, this paper selects the economics and management theories such as competing theory, strategic theory and game theory as the theoretical support of the mode designing of travel agents competition.Chapter III is the background analysis on China Travel Service competition. Through analyzing the three aspects as the background of the development of the travel agency industry, industry competition and games among parties, this chapter lays a solid foundation for an in-depth understanding on the mechanism and the construction of the theoretical framework of China Travel Service competition. Chapter IV studies on the theoretical system of the travel agency competition. By the Combined application of correlative method and content which related to the competing theories and strategic theories, this paper builds travel agencies competitive theoretical system from four aspects as follows:main body, content, relations, the route of travel agency competition, which provides the theoretical basis for the mode construction below.Chapter V is the study on the models construction of travel agency competition. This paper confirms its general concept by five steps: building a competing platform, choosing the main body of competition, establishing competitive relations, implementing competitive conducts. It also builds the strategic alliances competitive model, virtual enterprise competitive model and enterprise convergency competitive models, which adapted to the different situations.Chapter VI is the security system of travel agencies competition. The implementation of travel agencies competitive models need multi-faceted supports to realize. This paper put forwards that it should achieve it from interaction between macro level (that is, policy protection) and micro-level (that is, the market mechanism).Chapter VII on conclusion summarizes the main point of the article, reflects the inadequacy of this paper, and opens up prospects for the direction of further studies.