A Research On Development Tactics Of Online Agencies Based Of Value Chain Theory

With China becoming the largest tourism generating region and thirdlargest tourist destinations in the world, the tourism industry gets unprecedentedopportunities to develop. Travel agencies, as one of the three pillars of the tourism, havea vital role to promote tourism industry. Especially, the further application ofinformation technology makes travel e-commerce develop rapidly. A large number ofonline agencies are emerged. With the increasing demands of tourists, traditional travelagencies faced serious challenges.The more prosperity of online travel makes more competition in travel industry.How to promote the transformation and upgrading has becoming the primary issue oftraditional travel agencies continued development. In the using of informationtechnology, online agencies strengthen the integration of online and offline to occupy amonopoly position in the value chain. The Positive interaction in traditional travelagencies and online agencies is an important issue to promote the development of thetravel industry.The writer adopts comparative analysis and case study to research the tourismvalue chain and the development tactics of online agencies. This paper is composed ofseveral parts as follow: Firstly, the research’s background and significance areintroduced. The related documents of domestic and foreign studies on the onlineagencies are reviewed and commented. Secondly, the theoretical basis for this paper isbuilt from the perspective of value chain, transaction cost, synergies, and competitiveadvantage. Thirdly, the concept and characteristic of online agencies are analyzed,especially; the formation mechanism and value chain deconstruction of the onlineagencies are analyzed detailedly. Fourthly, Ctrip, as the case study of this paper, hasbeen in the in-depth analysis of the internal and external environment, and value chainoptimization strategies are proposed. Lastly, on the basis of case study, the suggestions on the development of the tourism industry are given, including the innovation ofbusiness model, the development of mobile travel services and bidirectional integrationof online and offline agencies.