Study On Market Competition Of Tourism Industry Based On Modular Theory

Tourism industry, which is a comprehensive service industry, plays an important role in the development of our national economy. It not only meets people's basic Material and spiritual needs in their life, but also continuously creates new demand by promoting social product and the reasonable distribution of social labor. However, the market competition present status of tourism industry is worrying; price and non-price competition is not standardized; China's tourism industry coexists over the current competition and lack of competition; it is urgent to regulate and re-design the tourism industry. Modular theory as a new research focus being attention of scholars in various fields, it has increased the speed of innovation, lower transaction costs, increase core competence and other significant advantages. At the same time, many tourism industry characteristics meet the series conditions of modular. Therefore, it can regulate market competition of the tourism industry by using modular theory to promote the tourism industry.On the basis of describing the background and significance of the topics, research ideas and methods, main content and framework, the concepts involved in this paper and the literature research of modular and industrial organization home and abroad, by taking the modular theory as the theoretical support and using the analysis methods of normative analysis, empirical analysis, qualitative and quantitative analysis, this paper analyzed positive and negative effects of modularity to the market competition, in other words, modular brought not only both opportunities but also challenges to market competition; it found the tourism industry issues such as disorderly competition, vicious competition by analyzing the status of competitive conduct of the tourism industry competition; it then it built modular theory model of tourism industry competitive behavior by the follows; it finally proposed specific countermeasures to achieve the tourism industry modular initiatives.The research results showed that the stage of the current domestic and foreign scholars to the exploration of modular has not yet become the norm, unity and integrity of research system. From the relationships of tourism industry and the modular theory, modular theory brought both positive aspects and negative sides to the competition of industry development, which brought new competitive advantages to industry development and the amendment to the original industry theory to some extent. China's tourism industry market competition is not optimistic on the current; there existed the competition phenomenon of disorderly competition even vicious competition, excessive competition and insufficient competition in the current tourism market, which has been verified from the market competition situation of travel industry. The composition of tourism products is rather special, which includes the industries and sectors of traffic, accommodation, diet, travel, shopping and entertainment and so on; it has the characteristics of comprehensiveness, intangibility, non-metastatic, production, exchange and consumption at the same time and dependence, which made tourism industry possess industry modular requirements and re-built tourism industry market competition with the modular theory in order to improve tourism industry efficiency. In order to protect the modular development of the tourism industry, many aspects need to be supported, including funds, personnel, information platform, and so on.