2013年,我国第三产业增加值占比进一步提高,经济发展方向更向着服务性行业倾斜。旅游业作为服务业最为敏感的行业,在新环境下必然需要进行突破与创新。本文重点探讨基于顾客价值理论的旅行社服务模式的创新,首先整理和分析顾客价值的基本内涵,其次分析传统旅游业服务发展模式,阐述可以改进之处,然后提出以顾客价值为核心的旅行社服务模式创新的思路。 In 2013, the proportion of the added value of the tertiary industry in our country further increased, and the direction of economic development was more inclined toward the service industry. As the most sensitive industry in the service industry, tourism will inevitably need to make breakthroughs and innovations in the new environment. This article focuses on the innovation of service model of travel agency based on the theory of customer value. Firstly, it sorts out and analyzes the basic connotation of customer value. Secondly, it analyzes the development pattern of traditional tourism services, elaborates on the improvements and then proposes the service model of travel agency with customer value as the core Innovative ideas.