Research On The Development Strategy Of XY Network Tourism E-commerce

With the quick development of e-commerce in China, tourism enjoys fast- development with the help of e-commerce as well as good policies. This paper takes XY Website which is an online tourism agency in Yunnan as object case, and illustrates its road of development under new circumstancesFirstly, the paper introduces the some basic concepts about tourism e-commerce and strategy. Then, the related literatures are summarized.Secondly, PEST analysis is used to distinguish the political, economic, social and technological environments, and Michael Porter's Five Forces Model is also used to illustrate the tourism e-commerce business environment. Based on the conclusion drawn above, the strengths, weaknesses, opportunities and threats of XY Website is listed according to the SWOT analysis.Thirdly, this paper proposes the short-term goals and long-term goals on the strength of analysis results. Then, development strategy for XY Website which combines the focus strategy, differentiation strategy, alliance strategy and brand strategy is developed. To implement this strategy, this paper suggests:(1) XY Website should lie on Yunnan province, focus on self-service travel and high grade tourism and expanding the influence to nearby countries as well as the brand image in Yunnan; (2) XY Website should realize the online reservation of tourism services with the cooperation with other companies, and use the resources of parent company to purse characteristic of products;(3) XY Website should develop its own mobile client to cover all online channels, achieve management information and perfect consumer relationship management.Finally, supporting measures is proposed:XY Website should unify the development ideas and enhance corporation's cohesion by clarifying organizational culture, Build organizational structure meeting the needs of strategy, and strengthen the management of human resources.