摘要
伴随着在线旅游市场的蓬勃发展，我国在线旅游企业OTA发展面临日益严峻的考验。文章从社群经济下游客需求和旅游市场新变化出发，重点剖析在线旅游企业发展战略布局的理论动因和现实原因，拟定OTA创新发展布局的应对战略：基于战略协同理论的成本节约效应，注重以人为本，加强在线旅游企业产品服务创新、加强上下游供应商与OTA协作创新；基于产业价值链理论，提出旅游企业组织变革与外部合作共赢的发展；基于社群主义在旅游发展的博弈中平衡旅游相关利益方关系，倡导旅游相关利益方建立结盟、实现共赢；发挥社群的正面效用，并防范社群的负面效用，构建在线旅游企业品牌场景力，增强企业竞争力，形成和谐、有序的旅游市场竟合环境。
Mobile Intemet era, along with the online travel market booming, the development of OTA online travel companies facing increasingly severe test. Articles from the needs of the new changes in the community economy tourists and tourism markets departure, focusing analysis theory dynamic online travel company development strategy due and practical reasons, to develop coping strategies OTA innovation and development of layout： based on cost- saving effects of strategic synergy theory, focusing on people-oriented strengthen the online travel business products and services innovation, strengthening the upstream and downstream suppliers and OTA collaborative innovation; based on the value chain theory, transformation and development of external cooperation and win-win tourism organizations; balance in the game based on communitarian tourism development in tourism stakeholder relations, promote tourism-related interests to enter into an alliance to achieve win-win situation; the community play a positive effect, and prevent negative effects of the community, to build the brand online travel scene, and enhance the competitiveness of enterprises, to create a harmonious and orderly tourism market competing environment.
关键词
社群经济
OTA
价值链
动因分析
品牌场景力
Community Economy
OTA
Value Chain
Driver Analysis
Brand Scenarios Force
