Research On Franchise In Travel Services

With the rapid development of our economy and increasing improvement of people's living, travel has become a necessary part of people's everyday life. As a promising business, tourism has a great future. But on the other hand, because of some historical and down-to-earth reasons, as a leading key part of Chinese tourism, it has many kinds of problems existing, such as the distinguishability of the industry and the enterprise, disordered competition between travel services, unreasonable lower travel prices offered by different travel services and so on. And these problems have become a 'bottleneck' that restricts the healthy development of the industry of travel services in our country.Xi'an International Travel Service is the largest and strongest travel service in Shaanxi Province. Facing the present situation of the toursim, it must find a really feasible marketing strategy.In this dissertation, I'm trying to strengthen our understanding of the franchise theory in travel services by studying the related franchise running style so as to solve the practical problems that Xi'an International Travel Service meet with now and finally to reach the goal of referring to the theory and the aim of direction.There are three main parts of this dissertation (six chapters in all). PartⅠ: Introduction: (ChapterⅠ) Background and meaning of the problem studied in this dissertation and the starting point and methods of the research and basic framework of this research in this dissertation.PartⅡ: Main body of the research: (ChapterⅡ,Ⅲ,Ⅳ,Ⅴ) This is the supporting system of the whole conclusion.ChapterⅡdescribes the definition and different types of the franchise, the differences between the franchise running style and the traditional running style, compares and analyzes the advantages and disadvantages of franchise running style and introduces the theory of marketing combination and the theory of the life period of enterprise.ChapterⅢanalyzes the actuality of the franchise running in travel services. It introduces the actuality of franchise running in China and describes the view of development and specific program of franchise running style. The key point lies in the characteristics, reasonable structure and amount control that this running style must have. It analyzes the effects on the franchise running in China and countermeasures we should take after China joined the WTO. In this chapter, the reality of franchise running style has been pointed out through the description of the situation of tourism and travel services at present.ChapterⅣintroduces in detail the facts of the marketing of China CYTS Tours Holding Co. Ltd., Shanghai Spring and Autumn Travel Service and Xi'an International Travel Service. CYTS takes the mode of franchise running while Spring and Autumn uses the mode---net plus charter flight. Xi'an International Travel Service chooses the franchise running style but it has just begun to use it. The reality has been described by comparing and analyzing the marketing modes of the three travel services above.ChapterⅤpoints out a resolution after I have compared and analyzed the inner problems with the franchise running that Xi'an International Travel Service has just begun to take. There are common problems like the brand building in the course of taking the mode of franchise running style, inner management, effects from other sides and so on. The resolution should be the building of a big brand, enlarging the selling paths of the travel products, enhancing inner management, lowing running costs, taking advantage of the group strength and realizing the benefits of large scale.PartⅢ: the last conclusion of the whole dissertation:Through the study of the franchise running strategy of Xi'an International Travel Service, I hope to give some help to the future management of the company and some thinking method of franchise running style and reference for the development of the business of travel services.