Research On The Competition Strategy Of ZBKH Travel Agency

Since the 21 st century,China's economic market has a strong demand for environment and tourism has developed rapidly.As a major force in the tourism market,travel agencies have seen new trends with both opportunities and challenges.In China's travel agency market,due to low barriers to entry in the industry,the number of small and medium-sized travel agencies in China has been increasing fast,and competition has become fiercer;foreign-funded holdings or wholly-owned travel agencies have entered with the advantage of capital scale and management experience,further aggravating travel agencies competition.Most of the small and medium-sized travel agencies in China have problems such as unclear strategic objectives,imperfect strategic plans,and unclear strategic choices,which restrict the development of the company and lead to fierce competition and difficult competition.Facing a severe external and internal competition environment,ZBKH Travel Agency,as a member of many small and medium-sized travel agencies,must combine its own actual conditions to practical and feasible market competition strategy,to develop in the fierce competition.Based on this,this article takes ZBKH Travel Agency as the object,uses literature research methods and other research methods,firstly combined related competition strategy such as total cost leadership strategy,and analysis method such as PEST analysis method,etc.Secondly,analyzed ZBKH travel agency's economic and social external macro environment,and potential competitors and other internal competition environment.And then use SWOT analysis method to formulate four alternatives for competitive strategy: SO,WO,ST and WT,and use QSPM matrix analysis to generate TAS for alternative competitive strategies,to determine the priority sequence of the program,finding the optimal competitive strategy for ZBKH travel agencies is a differentiated competitive strategy.Finally,it proposes the differentiation strategy which includes brand differentiation,product differentiation,service differentiation,and marketing differentiation;and also proposes the safeguard measures which include optimize organizational structure,formulate assessment standards,and attach importance to human resources to ensure the realization of the strategy.