The Research Of Competition Strategy For A Travel Agency

Along with the economy developing healthily and rapidly,China’s tourismindustry presents a new rapid development momentum,under the perfect policysystem guarantee and the demand of the economic market environment.Since the21stcentury,the entire tourism environment constantly changing.Travel agencies are facingmore development opportunities and threats.Especially the small and medium-sizedtravel agencies the number is increasing in recent years become the main support ofnew tourism market in China.Therefore, how to enhance competitiveness in the newinternal and external environment, to adapt to the market economy developmentappears especially important for the small and medium-sized travel agencies.Fromthe point of the running process, most of the small and medium-sized travel agenciesas incomplete indeterminate strategic target, strategic planning, strategic choice is notclear and so on. So, to promote the operation and development of small andmedium-sized travel agencies to strategic development point of view, selectdevelopment strategy planning, can realize stable long-term development. To sum up,this article in view of the above situation, in the Shandong region of A travel agency,for example, focus on the development strategy of small and medium-sized travelagencies is studied.In this article using the method of literature research, case analysis method,induction and other research methods, fully draw lessons from the domestic andforeign literature review resources, A more comprehensive mastery of the relevantdevelopment strategy theory, summary of e-business mode, travel agencydevelopment review of theoretical basis, the second case study throughout, with Atravel agency, for example, moderate scale system analyzes the internal and externalenvironment, development strategy of A travel agency alternatives, strategyimplementation and strategy control.This article through to A travel agent through analyzing the internal and external environment faced by, indicate A travel agency in the good market economyenvironment, relaxed political law environment, strong social cultural environment,with the favorite market external environment. Therefore, based on the SWOTanalysis, the strengths, weaknesses, opportunities, threats, such as four factors indifferent combinations, established is suitable for the development of A travel agent Avariety of alternative development strategies, in order to satisfy A travel agency indifferent environment, the conditions of existence and match the suitable developmentstrategies. At the same time, further summarizes out the core of A travel agencydevelopment strategy and the secondary development strategy, through A combinationof both, achieve the efficient operation of travel agents and the realization of strategicgoals. Through research and analysis, the author thinks that A travel agency isappropriate choice penetration strategy as the core strategy, which focuses on A travelagency according to their own advantages and market environment to implementdifferentiation strategy, form the unique competitive advantage. At the same time tomaintenance strategy and participation in the strategy as auxiliary strategy:maintaining the existing mature business strategy emphasizes to the profit and income,under the condition of the market opportunity gradually atrophic continue to provideresources to support for the core strategy; Participation strategy emphasizes theenterprise can choose those opportunities are very obvious, but there is no advantageof their own conditions, the use of remaining resources for the market participation, asa core strategic reserves and support in the future.In the end,combining the actualstrategy implementation of A travel agency,To promote the healthy development of Atravel agency in the long run,the article gives us the objective and appropriatecountermeasure choice.The author points out that to A travel agency needs science,innovation decision-making strategies. It should pay attention to enterprise internalstructure optimization,and the relationship between affiliated enterprise ofoptimization.But also should pay attention to spiritual construction which focus onconsumption ability and entrepreneurial spirit.