Analysis of China's tourism status of ecommerce development, trend analysis and countermeasures8497.doc

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1、Analysis of Chinas tourism status of e-commerce development, trend analysis and countermeasures Paper Keywords: Tourism e-business trends in responses Abstract: Electronic commerce is the current new model of tourism services. Analysis of the status of Chinas tourism industry e-commerce, combined wi

2、th international background described its development trend, pointing out its shortcomings; and put forward countermeasures and suggestions for development. World Tourism Organization in the E-Business for Tourism pointed out: Travel E-commerce is through advanced information technology to improve t

3、he tourism in-house and external connectivity (connectivity), namely, the improvement between tourism enterprises, tourism enterprises and the upper reaches of the supply among providers, tourism enterprises and tourists between the exchange and trade, tourism enterprises to improve internal busines

4、s processes to enhance knowledge-sharing. Tourism is an information-intensive and information-relying on the sex industry, a feature that determines the information technology and tourism, deep-level interaction between, as a combination product of tourism e-commerce has and will continue to appear

5、out of the full vitality and broad space for development. Global Travel E-commerce to maintain a continuous five-year growth rate of over 350%. According to the World Tourism Organization estimated that, within five years, the global travel e-commerce will account for 25% of all travel transactions.

6、 Travel e-commerce has unlimited potential, will become a new model for tourism marketing 1. I. Present Situation and Problems At present, China Tourism e-commerce can be divided into three types: the first is the traditional travel agencies travel agency set up sites, such as CYTS net, Spring and A

7、utumn Travel Net, etc.; second category is a comprehensive information service type websites such as Sina, Sohu , Netease and C on the Travel Channel, etc.; The third category is to support service class sites, such as Ctrip Travel Network, China Travel Net, E-long net. These three kinds of e-commer

8、ce sites have their special characteristics, as shown in Table 1: A comprehensive information service class travel e-commerce website, belonging to a third party service organizations. Its main function is to Travel Trade publishing and marketing for the promotion of tourism enterprises. At present

9、such sites by a professional Internet business operations in the network marketing industry with rich experience in the travel e-commerce play an important role in the development process is to promote the development of tourism e-commerce booster. Currently several large integrated portals have ope

10、ned up a Travel Channel, and has a fairly good business performance. Support Services class travel e-commerce site, also belong to third-party service providers. Its main function is to support and enhance tourism services, travel services they are directly involved in certain aspects to gain value-

11、added services revenue. Ctrip for example, to provide hotel reservation services for the main business; such as e-long network to provide discounted tickets to the core business. Support Services Web site for the improvement of traditional tourist class service mode to speed up the development of to

12、urism e-commerce has a positive role in promoting. The traditional tourism enterprises operated by second-party e-commerce web site belong to service organizations, is the traditional tourism enterprises to develop online business platform. At present the major service functions, including informati

13、on release, tour booking. China already has more than 300 information services with the ability to travel sites, they can provide a more comprehensive, involving travel in the food, shelter, transportation, travel, shopping and entertainment areas such as online information. And is from a simple inf

14、ormation services to a simple online booking, travel products, online sales and customization services to the development of a network operating system from simple operations to complete the establishment of tourist information service network. Uneven level of development of tourism e-commerce in ge

15、neral is not mature, compared with Europe and the United States of tourism e-commerce, Chinas tourism e-commerce is still in the primary stage 2. Combined with the global travel e-commerce development situation, further analysis of the above three types of travel e-commerce form, you will find trave

16、l e-commerce services in China there are many issues and it is also subject to increase or improve. First, third-party travel service integration efforts is limited. Third-party service providers in the industry, e-commerce development, plays an important role in the organization and coordination, i

17、s a measure of an industry important indicator of the level of E. Present, Chinas third-party travel e-commerce services to the entire tourism industry, the intensity of business integration is limited: an integrated portal site focused on marketing, category promotion, does not involve tourism oper

18、ations; support services for Class Web site to carry out some external services only, such as hotels, air ticket booking and so on, away from the true sense there is a large gap between travel services. Second, the tourism sector (travel agents) Web site (the second party travel services Web site) t

19、he lack of a distinctive personal characteristics, travel information less, update the slow, content duplication, online promotion go far enough. And Web services a single, limited to browsing, the lack of interaction and can not attract tourists. The foreign travel site, with its exquisite web desi

20、gn and a wide range of services to tourists has left a deep impression on him. Third, many second-party travel services Web site only describes the network as a business, attractions and tourist routes of the tools, and without full use of modern network technology, database technology companys core

21、 business processes, customer relationship management, customer resource development extends to network. Fourth, business travel services site coverage is too narrow, does not extend to the core business areas, is currently limited to booking a variety of instruments (such as air tickets, tickets, t

22、ickets, etc.), tour booking, hotel booking and send e-mail is basically in the online inquiries and reservations, offline transactions and settlement stage. Fifth, the travel agents own company the way mode of operation, and respect for vertical and horizontal e-commerce business philosophy runs cou

23、nter to the joint, it will not be network-based, global tourism market to get high returns. On the contrary, the higher the degree of autonomy of information, the more easily lead to isolation and duplication within the industry is not conducive to the overall development of tourism services. Second

24、, the development trend analysis World Tourism Organization Business Council, a report indicates that the next five years, the worlds major tourist source region of about 1 / 4 of tourism products ordered through the Internet; while another survey, more clearly, and now through the website for touri

25、st information tourists has risen to one-third of those surveyed. Can be seen, travel e-commerce has tremendous space for development. The World Tourism Organization predicted that China is expected to become the new century, the worlds largest tourism market. According to industry estimates, less t

26、han three years, the tourism market will have 10% of the transactions from the network support 1. In the global tourism market, driven by combination of Chinas tourism e-business. Status and Problems, Chinas tourism industry e-commerce in the following areas should be a breakthrough. First, the thir

27、d-party services should be expanded Web site services, and expand the range of services. In the service content, from simple information dissemination, network marketing, transaction services to the all-round development and realize the set of line booking, team combination, make payments, service m

28、onitoring, complaint management in one of the one-stop services. In the service scope, will focus on small and medium sized tourism enterprises to provide network-oriented integrated marketing platform that reflects the integration of the Internets advantages in resources to further tap the domestic

29、 characteristics of tourism resources to encourage the introduction of small but excellent feature of travel services to make up a traditional business mode, the emphasis on great teams, services, Shen old flaws. Secondly, should highlight the personalized service. Tourism e-commerce and traditional

30、 travel services that the biggest difference lies in its interaction through two-way communication to provide a variety of customizable services that e-commerce site for tourism needs to adapt to the crux of modern tourism. Personalization, driven by demand for services, some specialize in specific

31、groups of self-travel services will surge in the number of sites, at present a number of forums tourist area already has such a shape. Third, the large-scale operation should be a fundamental victory, cooperation and win-win to become operational objectives. Travel e-commerce site launched by the in

32、creasing direct competition between the various sites, in addition to brand competition, the management of large-scale gains become a basic victory, the lack of resources of the travel site will not be able to compete based on long-term survival of the fittest is inevitable . Under such circumstance

33、s, large-scale tourism enterprises will invest more money in the area of electronic commerce, extended site functionality, increased service coverage, online payment of basic as to be functional; small and medium sized travel agencies will make use of the advantages of the Internet to form a busines

34、s alliance so that competition for cooperation, the pursuit of a win-win mode, the average profit in order to maintain the survival and development 3. Given Chinas extensive distribution of tourism resources, large-scale tour is not easy to achieve monopolies, on the contrary, e-commerce should give

35、 a number of small and medium trips to provide coalition of space for development. Reposted elsewhere in the paper for free download http:/ Fourth, should be closely integrated with the capital markets. Travel e-commerce as a new thing, its development and growth must help the capital market forces,

36、 in the next stage, tourism service providers should pay attention to the importance of capital operation, the use of capital markets financing platform for the rapid big, listed companies in the travel e-commerce assets restructuring activities will increase significantly. Of international capital

37、into Chinas travel industry as a future hot areas of investment will be in three main forms of access to the Chinese travel market 1: high-end market, aimed at the government-led sex tourism e-commerce development. For example, China since 2002 to promote the tourism destination marketing system (DM

38、S), the use of technology, and brand advantage access to development opportunities; in the mid-market, targeting large-scale tourism enterprises transnational strategy, the use of sophisticated mode of operation and improve the service network to obtain opportunities for cooperation; low-end market,

39、 targeting small and medium enterprise development, tourism potential demand for e-commerce, using qualified personnel strengths and scale advantages in the realization of the process of network construction and expansion. Thus, industry authorities, at all levels of the scale of tourism enterprises

40、, attractions should take advantage of the opportunity set and achieve mutually beneficial co-operation with international capital, the introduction of foreign capital and advanced management concept, for Chinas tourism industry, the rapid and healthy development. Third, the development of counterme

41、asures and suggestions According to the status quo of Chinas tourism industry and development of e-commerce trend analysis, I believe that in the next period of time, Chinas tourism industry should seize the opportunity to do the following aspects of the work and realize leap-forward development. Fi

42、rstly, the further development of third-party e-commerce services, tourism, integration of resources to play the role of tourism services. Chinese tourism enterprises become more of nine small and medium enterprises, due to insufficient funds, the concept behind the development of electronic commerc

43、e at this stage little effect, as well as other reasons, its generally low level of e-commerce applications 2. Therefore, as a third-party service providers of large portals on the Travel Channel and Professional Support Services Web site should be expanded travel services, and expand the scope of s

44、ervices to clients mainly located in small travel agents and specialty services, providing them with ASP (application service provider providers), and PSP (Web promotion service provider) business, including home production, network information real-time, enterprise website construction, website hos

45、ting and promotion, network group interaction, to provide professional travel booking and management systems, network engineering, operations and training services, tourism enterprises to accelerate the pace of building alliances to meet the increasingly diversified, facilitation, market demand 1. B

46、ut also at a reasonable price, perfect service, excellent technology for their own profit opened up a new channel. Second, the domestic large-scale tourism service enterprises should expedite the development of e-commerce platform construction, well-known travel e-commerce sites in Europe and Americ

47、a to study the mode of operation and marketing style, to enhance network marketing promotional efforts to expand the trading service content, architecture online payment and customer support platform. At the same time foreign language class layout, and making efforts to expand overseas markets. For

48、the upcoming full liberalization of the tourism market basis. In marketing the means to expand the proportion of network marketing, make full use of portal advertising, search rankings, online forums and other internet marketing tools, and strengthen marketing speed. In-house enterprise management i

49、nformation system construction, system integration and e-commerce should be stressed that the implementation of supply chain management, the use of e-commerce systems to achieve the upper reaches of tourist attractions and downstream sales agents of the business integration, to build collaborative operations, unified linkage of