Study On Development Strategy Of TB Company

With the rapid development of economy,people's tourism demand has increased,and the capacity of tourism market has significantly expanded,but the competition among enterprises has been fiercer and fiercer.It is an important problem for small and mediumsized tourism enterprises to stand out in so many existing enterprises.Due to the low barriers to entry in the tourism industry,a large number of small and medium-sized tourism enterprises have flooded into tourism market in recent years.With the continuous advancement of science and technology,Internet tourism enterprises have emerged as the times require,which brings a significant impact on the development of traditional tourism enterprises.Tempus Tourism Group Co.,Ltd.Chengdu Branch,which is short for TB Company,is a tourism company established in 2015.Based on the outbound tourism market of Chengdu,the development direction has been changing over the past three years,which lead to poor business performance.In such a competitive market environment,how should TB Company develop strategic plans and how to seek market segments in order to gain a place?Focusing on the core issues of TB's development strategy,this paper comprehensively analyzes the external environment and internal resources of the company,through systematic strategic research methods,so as to formulate strategic plans and safeguard measures in line with the sustainable development of the company.Firstly,as the theoretical basis of the research,this paper introduces the research background,purpose,method and related strategic management theory.Secondly,it analyzes the external environment from the national level to the regional level in Chengdu.Combined with the industrial development trend,it uses PEST analysis method,Porter's five-force model and other tools to evaluate opportunities and threats in the development process.The internal environment analysis starts from the company's own resources and business capabilities,focusing on marketing resources,customer resources,staff quality and operating conditions.Combined with the comparative analysis of the main competitors,to summarize the advantages and disadvantages of TB companies.Thirdly,the EFE matrix and IFE matrix are used to analyze the key internal and external factors of TB company,combined with SWOT matrix analysis to find the connection between various factors.Furthermore,use SWOT strategic quadrilateral to get the choice of SO strategy.Combined with QSPM matrix quantitative analysis to grade the matched combination strategy schemes,and then TB company's optimal strategy choice SO1 is found.That is,Business travel sector and customized travel sector are developed in coordination with each other.To develop e-commerce and expand marketing channels.At the same time,based on the Chengdu regional market,the enterprise should actively expand the secondary market.Finally,the detailed safeguard measures in the implementation of the strategy are proposed from the aspects of establishing product warehouse scheme,searching for market segmentation,adjusting salary structure,strengthening customer management,and optimizing the process.