Research On Strategic Adjustment Of China Youth Travel Service (CYTS)

Since the launch of the opening-up policy, China has witnessed great advances in the development of tourism. All sorts of travel services have come into existence with the tide of fashion. As a result, competitions among travel services are becoming increasingly intense. Especially after China's entry into the WTO, foreign travel agencies are weighing in, which renders the competition much more aggravated. Under such a circumstance, the original monopolizing advantages of the large state-owned travel services are fading away. Unless these travel services take effective measures to adjust their managing strategies and upgrade the links of their managing system, chances are that they will one day be knocked out of the market. This paper takes China Youth Travel Service (CYTS) as an example to systematically illustrate the mode of its strategic adjustment should be based upon the value chain and proves its effectiveness. Furthermore, the paper brings up relative plans for practice, which includes Business Process Reengineering, marketing of inbound and outbound traveling etc. and the final goal to which all these efforts are leading. In the end, the paper also brings up related upgrading plans for the back-up links to match up the implementation of the strategic adjustment inside CYTS.