Competitive strategies based on the theory of the value chain of travel agencies

With the rapid development of network technology,direct marketing network of travel suppliers and online travel service platforms are threatening the survival of traditional travel agency,which,however,have brought an innovative development of the travel agency at the same time.Based on the analysis of internal and external value chain of travel agency,this paper illustrates the changes in travel agency business value chain and industry value chain in the e-commerce environment by discussing the competitive strategy of the travel agency value chain,in order to provide some ideas for the travel agency strategy,business transformation and system in the e'commerce environment.