Reaserch On Competition Strategy Of Chengdu Panda Tourism Group International Travel Agency

Tourism is one of the world’s most dynamic and potential industry today. Compared with the western developed countries, China’s tourism industry started relatively late. China’s reform and opening up witnessed its transition from planned economy to market economy. Due to its high degree of industrial linkage, strong employment-yield capability as well as wide consumption area coverage, tourism plays more and more important role in the national economy. Travel agencies which provide tourism products and services are in growth with the development of tourism. After30years advancement, especially China’s accession to the WTO, the opening-up of China’s tourism market has been gradually improved, which led to increasingly fierce competition in tourism industry.With the entry of foreign-funded travel agencies, cyber-tourism agents, as well as the maturity of tourist consumption, the development of China’s traditional travel agencies are facing unprecedented challenges. They have to answer the questions such as how to formulate a competitive strategy and to cope with the challenges.Taking Chengdu Panda Tourism Group International Travel Agency,(hereinafter referred to as:Panda Tourism) as the main research object, and based on quantities of materials, the paper makes a profound study on the related strategy management theories, and comprehensive introduction on China’s tourism industry as well as the travel agencies. Then,the paper employs the tools of strategic management analysis such as PEST analysis, Potter "five forces" model, EFE matrix, IFE matrix, SWOT analysis, QSPM matrix to make a research on Panda Tourism’s present situation and competitive environment.Above that, the paper finds out the differentiation competitive strategy which is suitable to the ’enterprise’s current situation, and puts forward concrete suggestions on the implementation of competitive strategy.Through the study of the Panda Tourism’s competition strategy, the paper is expected to provide useful help for the enterprise’s development and operation practice, and supply a positive reference to other similar travel agencies.