Optimize System Model Of Traveling Supply Chain Which Take Travel Agency As Main Body

The purpose of traveling supply chain management is to strengthen core competitive power of nodal tourism enterprise, fast reaction to customer's demand, improve market competitive power of the whole traveling supply chain finally. To achieve this purpose, strengthening cooperation and cultivating trust among tourism enterprises is the core of traveling supply chain management. Trust is the tie and guarantee for every enterprise in supply chain to cooperate effectively.This article take the travel agency and the supplier (the transportation , recreation area , the lodging reception , the dining ) as the object , elaborate mechanism of trust formation through the gambling analysis between the travel agency and the supplier . And analyses the trust which can influent the primary factor of travel agency and the supplier cooperates'success or failure. From three aspects of supplier's characteristic , the travel agency and supplier's relational characteristic as well as the travel agency own characteristic , have analyzed the influence which trusts to between the travel agency and the supplier , proposed evolved way of the trust and the cooperation between the travel agency and the supplier . and proposed the way to build confidence , has provided the theory basis to enhance trust between the travel agency and supplier .In order to realize trust,cooperative partner in tourism supply chain should communicate frequently and remain information sharing,so as to get the newest customer information , understand the customer's demand change, adjust one's own production and business plan in time,reach the results of"two-win"or"multi- win".So, the article through analyses dialectical relation between trust,cooperation and the information sharing , point out the disadvantage of traditional tourism supply chain system and Bullwhip effect,and setup information sharing type supply chain system model on the foundation , eliminated the Bullwhip effect on traveling supply chain , has solved the question of asymmetrical information between the travel agency and the supplier , has provided a cultivating way to establish the better trust and the cooperation between the travel agency and the supplier . Make the whole piece traveling supply chain to be more flexible , more reliable and reacting swift , promote enterprise to turn round in high-efficient and flexible , realize the maximization of individual interests and whole interests.