| The State Council issued the "13th Five-Year tourism development plan"(hereinafter referred to as the" plan ")pointed out that in order to upgrade,quality and efficiency as the theme,in order to promote the global tourism development as the main line,speeding up the supply-side structural reform,efforts to build a comprehensive well-off type tourism country.Planning also put forward the goal of tourism consumption upgrade,by 2020,the total size of China's tourism market will reach 6 billion 400 million passengers,total tourism investment of $2 trillion,total tourism revenue reached 7 trillion yuan.With the rapid development of the tourism market,there are many discordant voice filled with among them,such as "illegal taxis,illegal tour guide,illegal travel agency","low-price tourism","whopping price seafood" and the scenic area dirty,and ect.those bad phenomena always happened continually.In the consumption upgrade market,tourism has become the core of the development of the battlefield.In recent years,the country for its management of the scenic area has also been gradually reinforce,between last year and this year cancelled three 5-A grade scenic spots,and the three serious warning,4-A grade scenic spot cancelled 57.Scenic spots management is also have those problems occurred,such as management,service,shortage of facilities and security,and so on.And in today's economic development under the circumstances of industrial restructuring,how to find the root causes of those bad phenomena and to adjust and upgrade,tourism enterprises are urgently needed to solve the problem.This article from the traditional commodity led analysis under the logic of enterprise development:from the enterprise value creation is the only way of thinking,it is easy to cause the enterprise to pursue profit,declining purchasing price of tourism products,and on the other hand,at the same time to market competition,continue to reduce their tourism product sales prices,resulting in "low-price tour" or even "free tour".The local tourism enterprises will use forcing consumers to buy the way to profit,so at the last still consumers suffered losses.According to the theory of value creation,the emerging service oriented enterprises think that producers are no longer the only value creators,but create value together with consumers.According to Maslow's hierarchy of needs theory the consumers who need to upgrade are involved in the innovation of product development.Then take Tourist customization model,Social Travel model,tourism C2C(Consumer to Consumer)model for examples,lists the ways of enterprise innovation and the way to service dominant logic type,how to create a value concept into the actual operating mode.So that consumers can enjoy more valuable tourism products.Thirdly,this paper takes the xianlvke as the object,analyzes the role and operation mode of consumer-enterprise value co-creation,and constructs the value model system.Finally,this paper summarizes and analyzes the shortcomings of the full text,and looks forward to the application and research direction of service oriented logic in the travel agencies. |
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