Research On The Competition Strategy Of Jinqiao International Travel Agency In Xinjiang

Xinjiang has rich and unique tourism resources,and the prospect of developing tourism is very broad.Since the reform and opening up,Xinjiang's tourism infrastructure has improved markedly,the quality of tourism services has continued to improve,tourism products have become increasingly abundant,and tourism has played an important role in promoting national economic growth,promoting opening up to the outside world and promoting the development of related industries.Tourism is becoming a new growth point and one of the most developed industries in the autonomous region.With the implementation of the strategy for the development of the western region,the state has increased its efforts to tilt the tourism industry westward and issued the notice of the state Council on further accelerating the development of the tourism industry,which has created a good opportunity for Xinjiang tourism to flourish.At the same time,it should be noted that Xinjiang tourism development is still in its initial stage,and compared with the advanced tourism provinces and regions,there is still a big gap,only by promoting the enterprise's own competition strategy can it occupy market share.This article takes Xinjiang jinqiao international travel agency as the research object,the current industry competition is becoming increasingly fierce,in order to build a foothold in the turbulent and complex tourism market and obtain the long-term development,must grasp the market economy and the development trend,according to oneself condition and positioning,determines the enterprise future long-term competition strategy and the concrete implementation strategy,ensures the enterprise can optimize own competition ability to meet the future more and more cruel market competition.Therefore,based on the market survey and the study of the enterprise's own situation,the paper first uses the PEST model to analyze the external situation of the enterprise,expatiates on the current development of the tourism market in Xinjiang,including the domestic tourismmarket,the government's relevant regulatory strategy for the industry,and has a systematic grasp of the external environment that Jinqiao travel agency is facing.Then the internal competitive environment of Jinqiao International Travel Agency is analyzed in detail.The internal organizational structure,human resources,financial status and marketing ability of travel agency are analyzed.Based on the SWOT analysis of the travel agency's own development,through comparing the advantages and disadvantages of different competition strategies,it finally determines the enterprise's implementation of the differentiated competition strategy,and puts forward the measures to realize the differentiated strategy,including developing and recombining the design of tourism products,strictly controlling the quality of service and the process,improving the quality of personnel,fully expanding the marketing channels,especially the use of mobile Internet technology to carry out the socialized integrated marketing on the whole platform.In order to ensure that the enterprises increase their market share and popularity,they realize the effective improvement of service quality,shape the different service cognition between them and their competitors,and provide relevant business reference for the future development of travelers.