Research On The Competitive Strategy Of FS Online Travel Service Corporation

China's online travel market is prospering with the rapid development of China's economy and tourism e-commerce market,which has a very important impact on China's national economy and enterprise management.FS online travel service company provides a platform for two-way communication and two-way choice for many suppliers and consumers.But the fierce competition of the market requires constantly adjustment of their own competition strategies to obtain the competition advantage.The dissertation deals with the FS online travel service company(FS),applying relevant strategic management theories and analyzing tools to the FS company's external environment,internal resources and the operating condition.It puts forward the market position,strategic target,strategic choice and effective measures of FS company,which can provide practical reference for the formulation and implementation of the online travel enterprise network platform.This paper is divided into six parts.The first part mainly discusses the research background and achieved progress and points out the main contents and research framework.The second part lays a theoretical foundation for the research on the basis of basic theories and competitive strategy analysis.In the third part,it gives a reasonable analysis of the FS company ' s macroscopic environments and various competitive environments,and then summarizes opportunities and threats the FS company is facing,with the use of the theories of enterprise competitive strategy,PEST analysis method and Michael Porter's five forces model analysis.The fourth part briefly introduces the FS company's development and analyses the company's internal resources,and then summarized its advantages and disadvantages,which can make good preparation for the following.The fifth part gives a clear definition of the FS company's market position and competitive target,and proposes two types of competitive strategies and specific measures based on the SWOT strategy selection matrix.The sixth part summarizes the dissertation and puts forward the insufficiency and future ideas of the coming research.