The Optimization Of Travel Agency Value Chain Based On Production Function

With the rapid development of our country's tourism market, travel agency, as the connection between supply and demand of tourism, has become a leading enterprise in the tourism industry. The rapid growth and increasingly competitive environment bring the travel agencies some problems, such as the loss of competitiveness, the low levels of management, etc. In this case, the study about the travel agencies' optimization of value chain has very practical significance. Especially in the moment of the global economic crisis, how to optimize its value chain and enhance the overall competitiveness of travel agencies are the urgent needs to be solved by travel agencies. Throughout the studies of travel agencies' value chain optimization, most of them confine to the concept and the qualitative level, few of them use the quantitative method to research.Based on the theory of value chain and the theory of customer value, This paper put forward the value chain of travel agencies should be customer value-oriented. Then this paper uses the customer value to identify the value activities of the travel agencies, establishes the model of travel agencies' value chain distinguish from the value chain of the traditional manufacturing industry. Base on this, this paper introduces the theory of production functions. Borrowing ideas from the thought of cobb-douglas production function, we build the model of production function of travel agencies' value chain, study the optimization of value chain with the method of quantitative research. This paper puts forward the recognition of the competitive advantages, the calculation formula of the contribution of the value activities' growth to travel agencies' output growth, the optimal combination of the value activities' investment and the specific measures for the optimization of travel agencies' value chain. Finally, we use the model to analyze a representative travel agency, verifying the rationality of the model.This paper is organized by six chapters in all. Chapter 1 introduces the background and meaning of study, sorts out the thought of this paper. Chapter 2 introduces and reviews the relevant theoretical basis and the theories applying in the paper, summaries the features of their own. Chapter 3 distinguishes the value activities of the travel agencies and establishes a new value chain model of the travel agencies. The content of Chapter 4 is about the quantified analysis of the travel agencies' value chain. According to the thought of cobb-douglas production function and the research results of other scholars, we establish the model of production function of travel agencies' value chain. Chapter 5 is about case study, we use the conclusion above to the actual management of the travel agencies, verifying the rationality of the model. Chapter 6 describes conclusion, shortages of this paper and the future research direction.