Operational Strategy Research Of Xi'an China International Travel Service

Although Xi'an China International Travel Service is one of the stronger travel services in Xi'an, they still faced with many problems in the current development, such as the product structure is unitary, the business is identical, low levels of management, low concentration of industries, low level of information, etc. There is an urgent need to according to the enterprise own development situation, formulates the practical developmental strategy and the goal, opens the innovation aspect for enterprise development.This article utilizes the PEST macroscopic environment analysis theory, it has carried on the analysis to the external environment for socio-cultural environment, economic environment, political environment, technology environment and so on, elaborated the opportunity and threat which the enterprises are facing, carries on the analysis using the Potter's "five powers"model to enterprise's microscopic environment, And through the analysis to the enterprise internal environment for travel management system, human resources, financial condition and so on for Xi'an China International Travel agency, has verified the superiority and the inferiority of enterprise in aspect of the resources ability and so on.Based on the above analysis , using the external factor evaluation matrix and the internal factor evaluation matrix to analysis the SWOT.using the SWOT analysis method, carries on the strategy project design to enterprise's management, draws the conclusion that the opportunity is bigger than the threat , the superiority is bigger than the inferiority for Xi'an China International Travel Service at present, the article choose the suitable strategy for the corporation.At the end of the article,in order to guarantee the implementation of the company's strategy, proposals on the implementation and the control system are put forword.It can does stronger and bigger under our country current excellent macroscopic situation and the market economy condition, causes the enterprise to the invincible position in the intense market competition neutrality, steps onto a sustainable development path.This article emphatically to theory and actual union, well-targeted, provided the theory basis and the actual reference for the Xi'an China International Travel agency formulation overall strategy and the competition strategy.