Development Strategy Research Of Guangxi G International Travel Agency

Tourism occupies not only an important position in the service industry but also an important part of the national economy.Since the reform and opening up,both the number of tourists and travel agencies in China have maintained a growth trend.However,due to the impact of the COVID-19,people’s travel has been restricted,which has hit the tourism industry hard.At the same time,the trend of cultural and tourism industry integration and the change of tourist demand have brought opportunities and challenges to traditional travel agency companies.It is necessary for Guangxi G International Travel Service to formulate a development strategy based on the analysis of the current internal and external environment to promote the sustainable development of the enterprise.Based on the above background,this paper studies the development strategy of Guangxi G International Travel Agency.First of all,is to use the PEST analysis method,Porter’s five forces model and other analysis methods to summarize the main opportunities and threats of the external environment.The main opportunities include factors such as government support for tourism development,gradual recovery of domestic consumption,and diversification of tourism consumption.The main threats are low entry barriers,fierce competition in the travel agency industry,improved bargaining power of suppliers and tourists,and weak ability to resist external risks.The second is to obtain the IFE matrix by analyzing the internal resources and capabilities of Guangxi G International Travel Service,and summarize the main advantages and disadvantages of the company.The main advantages include rich strategic cooperation resources,"time-honored" brand effect,perfect organizational structure,strong product research and development capabilities,etc.The disadvantages are mainly due to the urgent need to improve the product structure,lagging product innovation,weak e-commerce marketing capabilities,and the compensation system still needs to be improved.The third is to obtain a SWOT matrix based on the analysis of the internal and external environment,and in combination with the mission,vision and medium and long-term goals of the company,determine the adoption of a reverse development strategy and focus on differentiated competition strategies,and formulate corresponding strategic plans.Fourth,in order to effectively support the implementation of the strategy,relevant safeguard measures are put forward in terms of organizational structure,system,finance,human resources,and corporate culture.