The Research On The Development Strategy Of Guangdong China Travel Service’s Travel Agency Business

Based on the theory of strategic management, the research analyzes on developmentsituation of travel services in China and exploits the business development strategy ofGuangdong China Travel Service (GDCTS) via mature analysis tools and methodology instrategic management, also with full consideration of internal resources and key businesscapabilities of GDCTS, and at the end give solution on the business development issues inGDCTS by drafting the development strategy for travel business. The strategy is: according todifferent customers’ requirement home and abroad, the environment of China’s opening-upand globalization of travel market, and the opportunity of rising demand in mass tourism andbusiness travel market, we should fully explore on the domestic and oversea tourist marketswith targeting integration of domestic and oversea travel sources, in order to expand ourmarket share in outbound, inbound and domestic travel business. In product design, westrengthen tourism concept with combination of industrial technology, tourism agriculture,business trade, regional culture, sports, healthy and military simulation experience, whichbecome a series of competitive and featured travel products with high economic benefits. Inoperation, we solidate the infrastructure of internal management and enhance product designcapability as well as market network construction, so as to make an integrated serviceoutcome of high quality and low cost. In brand execution, we search for regions andindustries crossover cooperation by expanding external strategic alliance, so as to developinto a dominant integrated travel service operator with full service solution capability step bystep. The ultimate goal is to become one of the key decision maker in defining market criteriaacross China travel industry. As one of the Top100travel service in China, crafting GDCTSstrategy not only demonstrates direction for business development in real practice, but alsoprovides reference for sustainable development path of traditional big state-owned travelagencies with analysis of general issue in travel service’s developing environment.