Research On The Development Mechanism And Path Of Travel Agency Informationization Based On Customer Experience Management

Nowadays, the wave of information represented by internet/mobile internet has already swept all over the world and given rise to a number of new tourism formats, which show much better momentum compared with the traditional enterprise. Cause of this dramatic change, the travel agency industry has been impacted and challenged hugely as well. With the informationizing policy carried out in all areas, the informationizing construction of the travel agency industry has to be made. On account of the progress of information technology for the tourists to provide more convenient, quick and comfortable way, more and more companies have begun to realize that the source of the core competitive advantage have gradually changed from products, technology to the customer experience. Customer Experience Management, as a new management mode and competition ability, has been applied to all walks of life. Therefore, there is rare CEM case involved in tourism industry. The way using CEM to enhance customer experience by guiding the construction of informationization must be the point that the travel agencies should focus on, if they want to grasp the market share, transform and upgrade the industry forms.This paper aims to research how to guide the travel agencies’ information to improve the customer experience, and construct a new travel informationization mechanism based on CEM, so as to provide new ideas for the development of informationization construction.This paper divides into seven chapters, including thesis statement, basic research, theoretical research and study conclusion.The first part is thesis putting forward, including the first chapter. It mainly analyses the impact of the internet, the evolution of information technology, the endless novel formats in travel service, the arrival of the experience economic era, the fundamental change in tourism consumption patterns and the national policy of information construction. And it puts forward the theory that travel agencies need to be based on CEM to carry out the informatization construction. Then it illuminates the research significance of this study and research design.The second part is the basic research, including chapter 2(theory preparation) and chapter 3(travel agency development course and present situation of informatization in our country analysis). Mainly focused on the introducing of experience economy, CRM, enterprise value chain and business process reengineering, the summarizing of the study about the different between the domestic travel agencies and the foreign travel agencies, the tourist informationization, the customer experience, the customer experience management(CEM), as well as the interpretation of the basic definition, such as tourism informatization and travel agency informatization, the traditional and novel travel agencies, the customer experience management and analyzing the characteristics of the domestic travel agency informatization development, current situation and existing problems.The third part is the theoretical research, including chapter 4(the interaction between CEM implementation process and the travel agency informationization), the chapter 5(the mechanism of travel informationization progress based on CEM), and the chapter 6(the travel agency informatization implementation path based on CEM). First of all, based on the CEM framework, the paper analyses the realization progress of the customer experience demand identification, the impact analysis, the process designation and the effect evaluation. Secondly, the paper built the travel agencies informationization developing mechanism based on CEM, including development strategy, development dynamics, development foundation and the development mode. The development strategy part mainly contains the principle of development strategy and the developing strategic objectives; The development dynamics part contains the changes in the pattern of tourism market and the requirements in transformation and upgrading of enterprises; the development foundation part contains service thinking concept change, the promotion of the information technology application and the update management pattern in the business mode; The development mode mainly refers to O2 O development pattern. Finally, from the different aspects such as products, services, channels, marketing, management and procedure, the paper illustrates the implementation way of the travel agencies informationizaion based on the CEM.The fourth part is the research conclusion, including chapter 7(conclusion and prospect). The paper summarizes the full text, points out the shortcomings of this research, and puts forward further research prospect.