Research On The Development Strategy Of Liaoning J International Travel Agency

Nowadays,in order to win in the increasingly fierce competition market and gain a long-term competitive advantage,it is not enough to rely on conventional development.Due to the large number of potential entrants to the travel agency market,the emergence of new tourism methods,such as online tourism and free travel,it poses a threat to traditional travel agencies.Travel agencies want to develop in a complex and changeable market environment,operators need to judge the situation,give full play to their own advantages,seize the opportunity,and formulate an effective travel agency development strategy.Only by seeking effective resource integration in the dynamic environment and through scientific and effective strategic planning,can travel agencies realize the symbiosis and coordinated development with the interest community.By using the methods of literature research,interview and case analysis,and taking Liaoning J International Travel Agency as the research object,this paper studies the internal and external environment faced by travel agency,combining with many kinds of analysis methods,such as PEST model,Porter Five Forces model,SWOT analysis model and so on.This paper defines the strategy position and development goal of Liaoning J International Travel Agency,and chooses the types of strategy according to the actual situation of the Travel Agency.The corresponding implementation tactics are put forward.This paper mainly analyzes its macro environment from the aspects of national policies,laws and regulations,tourism income,socio-economic structure,infrastructure,population,consumption habits,network technology,virtual technology,transportation technology and so on.In this paper,the Porter Five Forces model is used to analyze the industry environment of travel agency,and the internal resources of travel agency are analyzed from the aspects of human resources,products,finance,marketing,technology and so on.On the basis of SWOT analysis,this paper determines the suitable types of strategy for the development of travel agencies-strategic alliance and centralization strategy.This paper puts forward the countermeasures of strategy implementation from the aspects of promoting the symbiotic and coordinated development between strategy collaborations,creating high-end tourism products oriented by consumer demand,innovating high-end product mix strategy,improving personnel structure of travel agency,speeding up the information process,implementing total marketing strategy and so on.