The Research On The Strategic Management For Zhuzhou Feiyan Travel Agency

Tourism industry is becoming one of the largest and most fast-growing industries in the world. Nowadays, the first and second industries shrink in the share of the national economic in the west. The third industry covers more than 70% of that. But in China, the third industry covers 33% in the share of our national economic in 2004.In this way, we can foresee that tourism is a potential industry in China. For the simple reason, China has a great tourism resource. As the development of the tourism, we have more than 10,000 domestic and international travel agencies. However, most of them are of the small scale and low service quality. Firstly, This paper begins with the problem of the domestic tourism. With the research and analysis, the author provides some reasons for it. In this paper, author gives a case of Zhuzhou Feiyan Travel Agency. Secondly, SWOT analysis is the main tool of the strategic management. With the help of the tools of EFE matrix, IFE matrix and Porter's five-force model etc.. After the stage of external audit, internal audit and strategic analyses, the author provides a nearly complete SWOT analyses. In the stage of marketing, the authors focus on how to resolve the problem of vicious the price-competition. Lastly, we made the strategic analysis and choice for Zhuzhou Feiyan travel agency, with the help of the quantitative strategic planning matrix, we choose the best method. In a word, with the research on the strategic management for Zhuzhou Feiyan Travel Agency, we hope it will provide some solutions for all domestic travel agency to resolve the problem of vicious the price-competition.