| The number of outbound tourism has reached about 122 million and the average growth rate was over 10% in the last few years in China.With the continuous improvement of per capita disposable income People begin to pursuit the high quality of life.Meanwhile,the traditional travel mode can no longer cater increasingly personalized travel demand surge.Designing and executing strategies of investments,operations,marketing,strategy and implementation of a Micro-global Travel Club by business plan in this paper.At the same time,it provides as the basis for the analysis of the theory and practice of business plan by the integration of knowledge of the strategic management,marketing,financial management,strategic execution of Business Administration course.First of all,It illustrates that the outbound tourism contemporarily becomes the a kind of inertia needs in our country depending on three aspects of the continued development of economic development,the stability of global political and open pattern of global tourist areas.With the national per capita GDP growth,traditional outbound tourism model has been unable to meet the people's growing outbound tourism individual needs,which was derived by three dimensions of the traditional travel patterns,tourist demand analysis and large travel agencies main customer groups positioning.With the rapid development of Internet technology,people personalized travel demand and the market positioning gap of traditional tourism industry it is possible to establish a new business model basing on big data analysis of internet and Tailor-made Travel.Secondly,it is introduced that three innovations of a Micro-global Travel Club: travel patterns innovation,organizational management innovation and marketing innovation.It is worth mentioning that the introduction of the club based simulation 3D itinerary customized pre-experience platform,opened the experiential marketing so that tourists feel wonderful trip before the real travel.It explains the club's profile,value proposition,the club's productstrengths and advantages and disadvantages of the club.Meanwhile,Analyzing the club industry and macro environment.Analyzing the external environment of the club by SLEPT analysis.Competition analysis effectively assess objectively competitive environment of club industry via Porter's five forces analysis model.The SWOT model can be used to know our own strengths and weaknesses and environmental opportunities and threats,which can support the club develop strategies and implement strategies focused on their own advantages and the aspects of more opportunities in order to make the club more strategic clarity.Once more,Collecting,organizing and analyzing basic information,consumption,consumer preferences,spending time and purchase motivation by market research &investigation influence the factors of purchase decisions.Using STP theory analyzes the club's market segmentation,target market selection and market positioning.Based on analysis of market targeting,the application of 4Ps marketing theory to develop the club's marketing mix strategy,analysis of the main factors affecting the marketing,product,price,place and promotion,they find the most suitable best strategy to better meet the objectives consumer demand of the market,and then the club will get the best performance and the best reputation.Finally,operating plan describes the overview of the club's operations,organizational structure,staffing,management system,quality assurance mechanisms and the quality of preservation measures,and the development and implementation of strategic assessment of the club.It explains that the club's financial plan,including operating costs,cost estimates,and forecast of the club's financial statements in next five years.Profitability and return on investment club for analysis,and the risk management and venture capital exit mechanism are analyzed.It is verified that the project of a Micro-global Travel Club is an executable and worthy of investment projects,furthermore,it can be a certain reference for development of thetourism industry by the club's internal and external environment,financial planning and risk control and other comprehensive analysis and assessment in this project. |
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