Research On Core Competence Of Yangzhou China International Travel Service

With the development of global economic integration, the competition of tourism market is becoming increasingly fierce, which is reflected in two aspects of international and domestic. The travel agency to develop in the fierce competition in the market, we must begin from the basic. The so-called basic simply refers to the development level of the core competence of the travel agency. So this article focuses on the core competence of Yangzhou International Travel Service (short for Yangzhou CITS).Based on the related theory support and experience of enterprise management, it excavates the enterprise’s core competitiveness, and makes specific implementation strategy. The purpose of this article is in order to enhance the sustained competitiveness of the enterprise in the market, and form a unique pattern in the management idea, management idea, combination products, human resources and other aspects. At last, it provides theoretical guidance for the management of this enterprise.In this paper, the concept, characteristics, constituent elements and identifying and evaluating of core competence are combed. It is found that although the research on the core competitiveness is rich, there are big differences and lacking of unified analysis framework. So this article makes efforts from three aspects:first of all, on the basis of existing research results, some basic concepts of core competitiveness are researched, including the enterprise value chain, the life cycle of core competence, level competition. Secondly, according to the actual situation, this paper takes Yangzhou CITS as an example. Through internal and external recognition, and combing with the expert method, it sets up competitiveness evaluation index system for travel agents, which identifies and evaluates enterprise core competitiveness. Finally, it researches specific methods to cultivate the core competitiveness and puts forward related suggestions.Through evaluating internal and external ability of the travel agency, core competitiveness evaluation index system of travel agency is established, which consists of 6 primary evaluation factors and 18 second evaluation factors. Six primary evaluation factors include product design ability, human resources, market, brand, travel agency development ability, capital appreciation ability. Combing with analytic hierarchy process (APH) and giving travel agency different evaluation index weight, the competitiveness evaluation model of travel agency is formed in this paper. Travel agency competitiveness model can not only effectively measure the travel agency’s core competitiveness, but also systematically realize development condition of travel agency, namely the deficiencies and the improving direction.In this paper, this model is used to practice, in order to assess the core competencies of Yangzhou CITS. The conclusion is that the ability of Yangzhou CITS for human resources, market, brand, capital appreciation are rising, amount of Yangzhou CITS core competitiveness value increases about 170% from 2008 to 2012.But it also exposes the weakness in product design development ability of Yangzhou CITS. Eventually improving the core competitiveness of Yangzhou CITS strategy is proposed in this paper, from two aspects of inside and outside. About inside aspect, it includes resources integration, human resource management, the establishment of learning-oriented travel agency and cultivating travel culture. About outside aspect, it includes mergers and strategic alliances.