Research About Competitive Strategy Of JH Travel Agency

As the economic development of our country, people’s living standards and the requirement for third industry continue to improve, Tourism as a sunrise industry in China has made great development and rapid progress, the small and medium-sized travel agencies can satisfy the growing consumer demand and complement the market that the large-sized travel agencies haven’t paid attention to. There are still insufficiencies in the actual operation process. Small and medium-sized travel agencies will face the opportunities and the challenge. In this background, this article try to use strategic management theory to analyze JH tourism company’s internal environment and external environment and set up JH travel company strategic management model to design strategic development planning for the company.This paper can be divided into four parts. The first chapter analyze article’s background and significance, summarize the content to be discussed, put forward the research method to be used in the paper, point out the innovation and deficiencies, introduces main schools both at home and abroad and the domestic and study related theory. The second chapter analyzes JH travel company’s internal and external environment and the background of existence and survival. The third chapter analyze the JH travel company external environment, in this chapter, PEST and porter’s five model will be used to discusses the industry environment. SWOT method in the fourth chapter will analyze the development of the company and determine the company’s development strategic goals, strategic choice and strategic orientation. Developing company development strategy implement measures from the organization guarantee, talent guarantee, planning guarantee and policy guarantee.The article carries on the analysis of JH travel company’s internal and external environment from the perspective of enterprise development strategies. According to the company’s strengths, weaknesses, threats and opportunities, the article developed JH travel company development strategy through perfecting enterprise internal structure, optimizing the distribution of tourism products and improving human resources measures. It has significance of reference to the development of small and medium-sized tourism company which located in the northwest of Guangdong province’s underdeveloped mountainous area.