Abstract: With the development of tourism, people tend to participate in more personalized and customized travel. High cost and long time-consuming of traditional “face to face” travel can hardly meet the need of booming individualized tourism market；therefore, an effective mass customization method for travel service is in urgent need. Based on the concept of internet platform strategy, beginning with the literature review, the research tries to put forward a modular customization approach of essential factors of tourism products, hoping to structure a brand new business mode of tourism mass customization which connects both the party in supply and in demand. Meanwhile, the internal and external supportive conditions for this business mode have been briefly discussed and illustrated, hoping to lay foundations for the further research.

Keywords: tourism mass customization; platform strategy; business mode; supportive conditions

摘要： 随着旅游者群体的日渐成熟，人们越来越多地追求出游的个性化与定制化。传统私人定制旅游方式因周期长、费用昂贵而难以满足不断膨胀的个性化旅游市场需求。探索行之有效的旅游服务定制方式以适应大规模的个性化旅游需求是学界和业界关注的问题之一。本文借鉴互联网平台策略思想，从文献综述入手，提出旅游要素产品模块化定制的方式，尝试构建一种联接旅游产品供给方和需求方的旅游大规模定制平台商业模式。同时，对平台商业模式实现的内外保障条件进行了初步探讨，期待为进一步深入研究奠定基础。

关键词: 旅游大规模定制, 平台策略, 商业模式, 保障条件