| According to the theory of industrial chain integration, Integration can shorter and better the chain to have synergistic effect and it has more benefit in costs, profit, products, services and more competitive advantage. So it is important for business. Now, the competition of online travel market is intense and product homogeneity, so they has no advantage to competition. Chain integration is the new way. The competition comes from two aspect:In the traditional business model. Constantly changing environment and Personalized travel resulting diversified business model, they have more benefits in products, services and price and fit more consumer habits v&s demand. Even, the new mode is replace the old someday. So’price war’came into being.2、Threat of Product suppliers. competing interests between suppliers and online travel agencies lead to direct selling, so their contact is more complex, both competition and cooperation.But the chain Perform not well. Online travel agencies need to rebuilding the business model and optimizing the industry chain to make competitive advantage.Online to offline is a new model. Its one-stop service has obvious advantage to meet the demand of tourism, create more customer value and more cater to market development. Integration of online to offline short the industrial chain,make more profits, It is a win-win choice both to enterprise and customers.On the basics of industrial chain integration and online to offline theory, Firstly, paper deconstruct industrial chain. secondly, analysis the chain operation. Lastly, do the pros and cons analysis. Combination with analysis online travel development trend and the market demand, proposed online to offline. Through the case analysis make the mode feasible. Online to Offline can help online agency break barriers and occupy the market again. |
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