The Measures Of Chinese Travel Agencies In The New Situation

China's current economic development is in the period of transition, the market economy is flourishing, tourism consumption boom, tourists demand change accelerates, China's travel agencies, particularly the state-owned enterprises is facing multiple pressures, also facing a lot of new situations. However, faced with the problem, travel agencies do not think about how to adapt to the development ,and adjust themselves, on the contrary, they always have negative attitude, complaining that people always misunderstand the travel agency and guides, tourism industry management departments are not correct guidance, management, standardize the market, and travel agency industry survival difficultly. In other words, they always emphasize external reasons and objective reasons, rarely find their own reasons, such lockstep opinionated phenomenon is very serious. It is from the travel agency belonging to a service-oriented enterprise perspective, to discuss many problems and situations that agencies face in the transition period, how to play their own role and function, market and product development and operation mechanism reformation, so as to better serve the consumers, adapt to the development.This article begins with the introduction about the problems and the new situation that the travel agencies are facing, and analyze the situation and major problems from industry culture, division of labor system, the government control to the change of tourism marketing structure separately. On the premise of understanding the problems and the new situation that travel agents face, I think that they should take countermeasures, such as business mechanism reformation, re-examine its own role and functions, and play an active role in the tourism business integration process. Finally, travel agents should open up the tourist market and the development of tourism product. Specifically, travel agents should play its information to the advantages actively, develop new tourism markets, transform traditional tourist routes product concepts, from the perspective of the tourism experience to designing products, achieve the design changes from line to witness.Because the topic of this thesis is selected from CITS in Sichuan, at last, I take reformation of CITS in Sichuan as an example, I adopt the method of SWOT and BOSTON analysis, point out the functions that CITS in Sichuan should exert.In short, travel agencies should adopt a more active attitude to respond to the changing tourism market, looking for more reasons from themselves, think on how to maximize the use of their own advantages and correct their own institutional weaknesses, and give full play to their roles and functions in order to maintain the leading position in the tourism industry chain.