Research On The Development Strategy Of Shandong Jiahua Culture International Travel Agency

With the development of economy and the accumulation of residents’ wealth,people’s consumption concept and consumption level are generally improved.Tourism industry has achieved rapid development and has gradually become an important industry with strategic significance.It is estimated that by 2020,the number of domestic tourists will reach 6 billion,and the tourism market will be more and more prosperous.Shandong Jiahua culture international travel agency is one of the largest tourism groups with the most complete network,the highest level,the largest scale and the most complete functions in Shandong Province.However,with the hot tourism industry,domestic travel agencies,large and small,emerge one after another,and the competition in the industry is increasingly fierce.The actual operation situation of Shandong Jiahua culture international travel agency is far from the original strategic concept,and the enterprise development is in a dilemma.How to achieve good development in the competition is a problem that Jiahua travel agency must deal with.First of all,this paper summarizes the theory of strategic management of enterprises,grasps several analysis tools of strategic management research,and summarizes the relevant research on the development strategy of travel agencies.Secondly,PEST model and Porter’s five forces model are used to analyze the external environment of tourism market and tourism industry respectively,and the external environment is summarized by the evaluation matrix of external strategic elements.Thirdly,starting from the internal resources and internal capabilities of the enterprise,this paper uses the evaluation matrix of internal strategic elements to summarize the internal business environment of Shandong Jiahua culture international travel agency.Then,the SWOT method is used to analyze Shandong Jiahua culture international travel agency.This paper defines the strategic objectives of the enterprise,formulates the development strategy of the enterprise,and puts forward that Shandong Jiahua culture international travel agency should choose the diversified growth strategy as the growth strategy,formulate the strategic development objectives and the strategic implementation path.Put forward the implementation measures of development strategy,such as innovation of high-quality tourism products,expansion of tourism demand groups,improvement of product service quality,increase of marketing strength,etc.,and put forward the guarantee measures to ensure the smooth implementation of enterprise development strategy from organizational leadership,rules and regulations,human resources,brand quality,information technology guarantee.