The Impact Of Cultural Repertoires Enrichment On Business Strategic Transformation

In the traditional tourism supply chain, local travel agency has been subject to domestic tour wholesaler with their transactions in a passive situation, and also forced to in front of the service object directly to the end of tourists "anonymous". In this paper, in order to solve this difficult problem facing local travel agency, we adopt the SPS case study method, select ring international travel agency as the research object, based on the theory of culture repertoire and identity to study how local travel agency through the culture as tool, get traded with domestic tour wholesaler initiative.The main work and innovative results of this paper are as follows:Firstly, In order to meet different cultural demands of individual customers and corporate customers,local travel agency needs to expand the organization culture repertoire by a specific mechanism. Selecting valuable cultural resources to the organization cultural repertoire from the state, industry, organization, individual four different levels of cultural register and changing organizational practices, Through practice, the new concept, and meet the challenge of circulation, and gradually expand the depth and breadth use of cultural resources, extension to share basic values of the culture repertoire.Secondly, local travel agency through expanded culture repertoire coupling with the status of an organization to establish customer-corporate identity, and then achieve the transformation of business strategy.Specifically, local travel agency independent research and development new products, and would extend the coupling for the culture repertoire and organizational identity given to the new product, through new product express the group identity similarity, uniqueness, reputation to attract tourists terminal (individuals), establish a customer-corporate identity, encourage visitors spoke highly of the terminal and buy the product, and finally achieve the transformation of enterprise management strategy, gain the initiative with domestic tour wholesaler trading (clients).This study not only provides a reference solution for overseas local travel agency how to gain trading (clients) initiative with domestic tour wholesaler,but also provides a new theoretical perspective for service firms use culture as tool to change the competitive landscape and gain a competitive advantage.