Consumer Power in the Digital Age in China Travel Market and the Strategic Management Trend in China Online Travel Industry

摘要

With the rapid development of China's economy, China's tourism market entered into a stage of great development. The popularity of the Internet makes people more and more incline to use the Internet to buy travel products, Chinese consumers' purchasing power to be reckoned seriously in the digital age, huge potential tourism market with diversity need to be explored. In such a background, Chinese online travel companies must comply with the demand in age of the Internet and have a good grasp of the whole tourism market, online enterprises themselves should do some adjustment on the strategic management accordingly as well. By using the theory of four consumer power source theories, the paper discusses the dramatic structure change in China Travel service industry and the development of latest trends of online travel service companies in China.