Study On The Transformation And Upgrading Of Shanghai Tourism Service In The Context Of Mobile Internet

China economy is experiencing a multifold and complicated development in the new century asthe mercerization and the globalization go deeper and faster. Industrial transformation and upgrading isa hot research topic and the main task of the society in recent years. Tourism industry is the importantnew growth point of the national economy and pillar industry. Facing the changing situation ofeconomy, the changing tourism market and the trend of mobile internet, transformation and upgradingof the tourism service is becoming a new driving force and direction. In2008, the National TourismBureau decided to promote the process of the transformation and upgrading of the national tourism, totransit the big tourism country into the strong tourism country. The bureau pointed out that the keyelement of strengthen the national tourism is to transform and upgrade the tourism. It is the main task atpresent and in the future.Shanghai is the financial center, the trading center, the shipping center and the economic center. Itis also the core service in Chang Chiang Delta. The transformation and upgrading of shanghai tourismis functioning as a model in the domestic market. Since the reform and opening up, Shanghai tourismindustry has made great achievements in terms of industry size and market efficiency. It has a series ofhigh-quality tourism service companies such as Ctrip, Home Inn etc. But to the whole industry, thetourism is still facing the development dilemma: most tourism companies are small and weak. Productsand services have serious homogenization and little information technology; they lack innovationability and credit system, etc. This is a serious impediment to the Shanghai tourism future development.It make us have to speed up the transformation and upgrading of shanghai tourism service and toimprove service quality.Beginning with the rapid development of mobile Internet, the change of the tourism market andthe consumer market, the consumer need is diversified. The development of mobile Internet has a hugeimpact on the tourism service. The need and direction of transformation and upgrading should be paidgreat attention. It summarizes the relevant basic concepts of tourism services, service innovation,transformation and upgrading, and mobile Internet and establish this theoretical framework.Then, the history, current situation, and the dilemma of the development of the tourism services inshanghai is discussed in detail. Form four perspectives, the urgency and the need of the transformationand upgrading in tourism services can not be ignored. The transformation and upgrading meet the needof the tourism market regulation, the change of the consumption patterns and tourist information need,the Shanghai regional advantages and its own development needs and positioning and mobile Internet development new requirements.In the new context of social development and mobile internet trend, the tourism service shouldlearn the experience of successful transformation and upgrading. The analysis of the platform andcredit system of Taobao travel channel, the standardized information service model of Ctrip, thecustomer-oriented customer relationship management of Home inn. Attractions of the InternetMarketing and web presence of the Lvmama Company. The successful capacity and quality for thetransformation and upgrading of tourism service is concluded to the future tourism development.Finally, by summarizing the theory and successful experience, the transformation and upgradingmodel of tourism service is built. The tourism platform, the integration of tourism information services,the potential demand of the customer for innovative service, and the Credit system are necessaryservice to the transformation and upgrading. Meanwhile, the capacity for the transformation andupgrading is also important. It conclude the ability to build platform capacity, the capacity of the newmobile internet marketing, mobile information knowledge management, new brand building andinformation integration. At last, it has a brief summary of the tourism service model development stage,and risk management of the transformation and upgrading.