| China is pursuing an "Internet Plus" action plan according to a government work report issued at the National People's Congress in March,2015. Tourism industry has been transformed by the strategy at an early stage, especially the air tickets business which is a typical 020 business model. The online sales volume has exceed the number by offline. S travel agency focused on tour groups by developing specific tourist routes. In recent years, the agency strengthened its products in free exercises and destination activities. While the market is benefiting from the internet technology and changing needs of customers, S travel agency has been under great pressure of loss of market share and earnings.This paper uses the theoretical knowledge of strategic management, strategic transformation theory as the main theory basis, using a three-stage logic logical framework consistent use, is essentially the first proposed S now travel problems after problems after analysis and summary concludes with directions to solve the problem. By PEST analysis results, S travel development of the external environment as a whole for the better, whether it is loose policy environment and encourage investment hot economic environment, social environment, support and update the mentality change and technological environment, all of the S Travel development has brought great opportunities and confidence. By industry five forces model analysis results, S will be a wide range of travel restrictions, making it encountered many difficulties in the development of business travel agents, so in the business need to adjust business strategy to gain new competitive advantage.S travel on unfamiliar business travel restricted the ability of the product, is not very clear Internet strategy and execution is quite vacant, which restricted its own development in the Internet field, these issues make S travel short board is clearly imminent when competing forces increasingly weak. The results can be seen from the table a combination of a sustainable competitive advantage, enterprises in the competitive balance of power situation, the overall average rate of return can be obtained, but from the perspective of S travel agency business development point of view, this situation is very dangerous in the Internet field after all, the dynamic changes fast, the only value may also soon be catching people. S travel in a few years of development, starting from the ticketing agent business and excursions in the surrounding business, expand into long distance and outbound services simultaneously on a single category also expanded tickets and hotel business. Formed a relatively complete system of products, in the big holiday business systems, S Travel agencies will have complete coverage of the major business.The current strategy of Internet travel agency S as follows:First, the Internet product strategy, adhere to self-built auxiliary channels; followed by the Internet channel sales strategy, S travel agency with wide open net multi-mode; third, on the Internet staffing, pay attention sales operations contempt technology products.But there is a problem in the implementation of the Internet strategy clear:First, the Internet sales is not clear what kind of product, S Travel agencies still in the first generation travel website design ideas, simple product line moved online, simply provide an information concept polymerization convey; secondly, the implementation of Internet strategy, S travel in the allocation of human resources, there are obvious shortcomings; again, the senior management of the entire team did not come from the traditional travel agencies in product development and product development are evident short board, the competitiveness of their products, there is a significant problem; Finally, cooperation in the promotion and Internet channel too much, the performance of its various sales channels are not ideal, new wine in old bottles, it is difficult to get good sales.Through SWOT analysis matrix composite, S travel agencies should be selected in the WO or WT strategy, category expansion, additional WT strategic contraction strategies to ensure that the advantages of resources to compete through strategic contraction. WO strategy is the essence of differentiation strategy, WT strategy is decentralization strategy mode, extending WO and WT based on two strategies to provide a choice of two options-A program is a one-stop platform for travel mode, the program is focusing B platform model. Then, after comparison and analysis, the conclusion of the transition, we recommend walking platform focusing mode as the transformation plan. In determining the execution platform strategy after focusing, we need to have some assurance to confirm with the tour group sales of products, goods and the free exercise of force machine wine sales and purchase individual service offerings and small transportation products and services through the free exercise of the whole system to satisfy guests business demand for mobile Internet under. In the mobile platform to build on the two directions of choice, self-built new mobile Internet platform and the acquisition of a mobile Internet platform has some, through market assessments, have some mobile Internet platform, not many products on the market, and the acquisition the asking price is very high, so the cost of self-built platform and grasp of the larger. Clear goals and direction, from the viewpoint of implementation given embodiment S travel agency transformation. Finally, the author proposes a transition path S Travel Internet strategy, including organizational restructuring, the Internet business restructuring, product procurement and configuration channel management, goods and services as well as optimization of human resources and corporate culture. |
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