A Study On The Development Strategy Of Ninghai Comfort International Travel Agency

As our national economy develops and people’s income increases, Chinese tourism presents a rapid growth trend under the backdrop of the strong state promotion, which has not only brought many development opportunities, but also threats and challenges to travel agencies. To look at the current growth situation, travel agencies are among fierce competition. Due to the low marketing concentration, many companies in travel industry lag behind in their institution construction, resulting in an overflow of similar services and a universal price competition. Meanwhile, the marketing competition pattern is reversed by the strong entry of tourism e-commerce. Coupled with the transformation of tourists’way of traveling to self-driving and independent tours, small and medium travel agencies are under severe challenge, accelerating the process to eliminate the inferior. It is a key subject that many travel agencies are confronting with-that’s how they will formulate a strategy to enhance their abilities to adapt to the intense competition.In this paper, Ninghai Comfort International Travel Agency has taken as the target of the study on comprehensively analyzing the macro environment of travel agency, the competitive background in this industry as well as the resource and capacity of itself by utilizing methods of PEST and Porter Five Forces. Zhejiang Province is got to known as a district thriving in tourism, which benefits a lot in the development from many factors. The abundant tourist resources in the city of Ninghai provide Ninghai Comfort International Travel Agency with a sound external chance to develop. However, it is also facing keen competition. The powerful competitors and the rapid change of consumption trend affect its further growth. Therefore, it is crucial that the company combine those opportunities with its own conditions and make an appropriate strategy to guide the management. Based on the above-mentioned context, a profound study is made in this paper. An all-round analysis has made for the internal and external environment of Ninghai Comfort International Travel Agency to get findings according to which a SWOT analysis matrix is established, so as to formulate strategic plans for the agency, and the strategic plans are selected scientifically. This makes the whole formulation process more scientific and efficient. Subsequently, the practice and alignment of strategies are made, and the key points to carry lies in better product, quality service, and creative marketing channel. Finally, the entire strategies are broken down and carry out by each functional unit, so as to put them in place and ensure its implementation. It will guarantees company’s strategy to be carried out smoothly.Through a study on the development strategies of Ninghai Comfort International Travel Agency, it not only provides useful help for its growth and managerial practice, but also provide some positive references in making strategies for other companies of the same field.