| With the economic development and the deepening of the reform and opening-up, people’s living standards are greatly improved in China. After settling the material life, people pay more attention to the spiritual and cultural life. Most of them will go travelling to relax after study and work. With the fast development of e-commerce, the traditional tourism has been severely impacted by the new information technology. In addition to the competition with international tourism enterprises and the quick turn of the market, domestic tourism companies have an urgent need to adjust strategies and implement transformation to seek better development. The tourism industry has witnessed a rapid rise as well as more fierce internal competition. Therefore, tourism enterprises need to build a transformed system with their own features by constantly adjusting the direction, policies and structure based on the market dynamics to win the competition.The thesis consists of 6 parts:The first part is the introduction including the background conditions, target and significance of the research, ways of exploration and the overall research layout.The second part is the introduction to the theory including theories used for analyzing cases, connotation and model of companies’strategies to lay the theoretical foundation for the coming research.The third part is to find the problems in the growth of tourism companies including successful cases. A smooth strategic transformation plays a role in strengthening the core competitiveness of the company.The forth part is based on the domestic tourism competition to analyze the factors to win the competition including implemented policies by government, the speed of economic growth and the application of information technologies. In this part, we can preliminarily grasp the framework the tourism industry.The fifth part is to study the growth of traditional tourism companies in our country with a case of XX Travel Agency. By analyzing XX Travel Agency, solutions are provided to solve the problems and weaknesses to avoid bigger crisis.The sixth part is to sum up all parts analyzed before and offer solutions to the flaws occurring in the research. Meanwhile, experience and cases that are worth borrowing are concluded to be taken as reference for tourism companies to learn from. Besides, the end also draws a picture on the prospect of strategic transformation and the future.The methodologies adopted in the thesis include:1. Theoretical research based on enterprises’ strategic management and transformation. By analyzing tourism companies’ strategic shift plans and management systems, the thesis has grasped the connotation of strategies and the model of transformation. Through analyzing the typical tourism company, the characteristics of their strategic operation have been concluded. Meanwhile, on the stand of scientific theories, the effects of transformation on the companies’ growth are also concluded. Moreover, the thesis also looks into the model of strategic shift and adopted methods and further explains the transformation’s influences on the companies’ future. At last, a set of comprehensive, valuable and feasible transformation system has been found and concluded.2. Case study. After the full preparation of theories, the thesis first analyzes the current strategy management system of the tourism companies and selects a typical company China Youth Travel Service as an example to further study by concluding its successful experience and plan to realize the transformation.In the end, a suitable transformation and development plan has been made based on the characteristics of XX Travel Agency.The major methodology of the thesis is a qualitative research on the global and domestic tourism industry and enterprises. Some typical successful businesses in our country are chosen as examples to analyze strengths and weaknesses, opportunities and challenges brought by the XX Travel Agency’s transformation with the help of SWOT model and thus to lay down strategies. |
PDF Full Text Request