The Study Strategy Of The East National Travel Limited Company

Strategic thought, exists from old times to the modern, but if is not until the fifties of the 20th century that it was transplanted to the operation in the field of industrial and commercial enterprises. Today is a world of economic globalization, if a enterprises wants to win, it must put strategy on the first place, an enterprises without strategy will drift from place to place just like vagabond, enterprises can't achieve success unless depending on strategy.Compared with developed country, the Chinese tourist industry starts in a relatively late stage. With the ever deepening of reform and opening-up, as well as sustained and rapid development of China's economy , the tourist industry of China develops vigorously too, different types of tourist enterprises become more and more , the competition of the tourist market is fierce day by day. Furthermore, China has already joined WTO, the tourist market is opening progressively , the advantages characteristics of foreign travel agency , such as concept , management, network , fund , human resouces ,etc., will bring enormous impact to the domestic travel agency.The travel agency of China must pay attention to management strategy of enterprise's, implement strategic management, on this condition, they could compete with the foreign large-scale traveling group and gain an upper hand in the fierce market competition, only in this way, could they become strong and bigger to realize sustainable development, based on today's good macroeconomic situation and market economy condition.The paper investigates China travel trade ant take the Oriental National Travel Agency as an example, have a optional application to the strategic management system theory, conducts an objective , detailed analysis, study and verification regarding external environment condition and internal resource and ability , draw an conclusion that the development strategy can replace the comprehensive strategy which suits the enterprise, the competitive strategy means differentiated strategy; meahwhile, it analyses several kinds of forms of the development strategy and put forward the concrete suggestion on the implementation of the competitive strategy.The paper, while aiming to find out development strategy which suits Oriental National Travel Agency, has also made comparatively systematic analysis to competition structure and development trend of the Chinese tourist market.In this study, the paper uses theories and methods including PEST macroscopical environmental analysis theory, Potter's "five powers " model , industry's cycle theory , market structure theory , financial data analysis , financial rate analysis , SWOT analysis , strategic clock ,etc. in an effect to make thorough analysis for a correct conclusion.The paper focuses on the combination of theory with reality, offers the theoretical bases and actual references for the tourist enterprises in formulating their comprehensive strategy and competitive strategy have stronger directive significance, thus it is a guidance paper.