Research On Growth Appraisal And Promotion Strategy Of CYTS Tours Holding Co.,Ltd.

Tourism,as the important focus of China's tertiary industry development,not only stimulates the regional economic growth,but also solves the local unemployment due to the need for more labor and materials.At present,China has had a rapid economic development,and the people's living standard has been greatly improved with the focus shifted from material pursuit to spiritual satisfaction.It has become the major opportunity for tourism growth.However,due to the intense economic globalization,the development of China's open-up policy and the closer communication with the other countries,there are coming with more opportunities and challenges.Therefore it is better to handle the opportunities and challenges correctly so as to make the listed companies emerge from the intense markets,which has the far-reaching significance for its development.The article takes a significant listed tourism company-CYTS as an example to study its development through the method of both literature research and case analysis.As a flagship of the listed tourism company,CYTS has had a stable development.Till now,what is worthy to study is that CYTS is to keep for rapid development or recession.This article focuses on the study of the current situation of CYTS development and discovery of the pros and cons so as to propose the relevant suggestions,hence to promote CYTS for a better development.Firstly this article discusses the implication,features,theoretical basis and the evaluation methods of the company's development so as to have theoretical knowledge for the following evaluation of CYTS development.Secondly this article introduces the background and current situation of CYTS,and analyzes the development phases of CYTS.Moreover,the detailed description of CYTS ownership structure,management and HR,business development and financial status is introduced.Thirdly,according to the evaluation index system principals,the EIS is established,including financial system and non-financial system,meanwhile taking another 35 listed tourism companies as study samples and selecting the average value from 2013 to 2015 for factorial analysis so as to get the final score and ranking of CYTS among the listed tourism companies,thus having the general assessment of CYTS.Furthermore,this article has detailed analysis aiming at the 5 primary impacts of CYTS development to find out the existed problems of CYTS development.In the end,according tothe exposed problems of CYTS,this thesis provides further help by deepening business structure,adjusting development strategy,enhancing core competence and diversifying accesses to capital for the further development of CYTS.