在论述旅游电子商务的发展背景下,运用SWOT方法分析了旅行社发展的优势、劣势、机会和威胁,提出旅行社在旅游电子商务时代应该积极开展旅游电子商务；根据市场的需求变化,找准目标市场；加强合作,提供多样化、个性化的旅游产品；转变传统观念,从售前、售中、售后三方面提升旅游服务质量,探索出一条符合自身的发展之路.%After discussing the tourism e-commerce development background, the paper anylyzes the strength, weekness, opportunity and threat of the development of travel angecy with SWOT analysis method. It points out that travle agency should develop tourism e-commerce actively; find the right target market based on the change of supply and demand; strengthen cooperation and provide diversified and individual products; change traditional view and promote tourism service quility from before-sale, insale and after-sale in order to explore an suitable development road.
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