| A International Travel Agency of Shanxi is a private industry, it emphasizes enterprise culture construction, the humanization management and earns a good industry reputation in the rapid development of tourism industry, but also, it faces lots of challenge in the fierce market competition, such as smaller scale, unbalanced business development, lack of money, undiversified product structure, low informationization level, identical business to the others,etc. Thus the travel agency must make a feasible and flexible strategy according to its own situation and the requirements of the market competition for the future development.This paper focuses both on the theory and practice, using survey research methods, quantity research methods, literature research methods and comparative analysis, applying the SWOT analysis theory and PEST macro environment analysis theory to investigate the agency’s business management system, human resource structure and business proportion, finally analysing the advantages and disadvantages in human resource,material resource and financial situation of the agency by a lot of data and cases. And at the same time,the paper summarizes the challenges and opportunities for the travel agency according to the comprehensive evaluation of the social culture environment, economic environment, the political environment and technology the environment. The paper completely analyses the present situation of shanxi A international travel agency on the basis of specific and sufficient argument, and proposes the competition strategy to help the development, which includes expanding the scale of the enterprise, excavating human resources potential, diversifing products, establishing a modern enterprise system, building brand and using network, etc. In order to ensure the carrying out of the strategy and target achieved, the paper further puts forward the specific methods and measures to make the travel agency to realize the sustainable development. |
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