The Research On The Developing Strategy Of YH International Travel Agency

Travel agency is one of the three props of the tourism development,it is the bridge which links both the tourists and the tourist attractions,and plays an important role in the development of tourism.But the number of large-scale travel agency in China is not too many,and most of them are medium and small-scale ones,those travels agencies are easy to manage,and the managing methods are flexible,but they are lack of high-quality managers and managing methods,and short of sustainable development and clear strategic development target.So those travel agencies must realize their resources and advantages,face the opportunities and challenges from the external environment,make a proper competitive and sustainable developing strategy.The research object of this thesis—YH international travel agency,is lack of managing experience in the administrators and the staffs' quality is low which lead to the severe situation.So under this circumstance,the most important job of enterprise operation is to analyze the market correctly,determine the developing direction,make developing strategy.From the analysis to the YH travel agency,the thesis finds proper solution and makes it widely spread,hoping provide experiences to other small-and-medium-sized travel agencies,and make a mutual development.The thesis analyzes the external and business environment of YH international travel agency with the theory of modern business management,the framework of PEST and the five competitive forces model of Potter,and realizes the internal advantages and disadvantages of travel agency with the analysis of brand,human resources,qualification,technology together with that of the finance,market exploration,the ability of operating management.According to the above situation,the thesis takes the research with SWOT matrix analysis method,and points out the strategic target of YH international travel agency,giving the supporting measures to ensure the implementation of the developing strategy,making an objective expectation to the developing results.The thesis consists of six parts: in the first part,it states the researching background and significance of the thesis,pointing out the research method and content which is suitable to the research object with the analysis to the research situation from home and abroad;in the second part,it states the theory of modern business strategic management,providing the theory basis to the future research;in the third part,it analyzes the external and business environment with framework of PEST and five competitive forces model of Potter,drawing the following conclusion: the macro-environment of modern tourism development is perfect,getting the support from the state policy,providing the strong legal protection to the development of tourism,the citizen's income promotion,the increase in statutory holidays and the changes in consumption opinion make it possible to the large-scale tourist activities;the wide spread of internet offers a wider choosing space to tourism,bringing a good opportunity to the development of the travel agency.But the competitors and potential competitors are giving severe threats to the industry development because of the easy access.The development of internet brings both the opportunity and the severe challenges to the development of travel agency.meanwhile,with the analysis to the internal brand,human resources,qualification,technology of YH international travel agency,together with those of finance,market exploration and the ability of operating management,it draws the conclusion that the brand influence of YH international travel agency is weak,the development of online tourism is lagged,the finance doesn't play the role of instruction and management,the quality of the administrators is low,the abilities of market exploration and budgeting control are weak.But the enterprise has a strict process monitoring management system,the relatively stable human resources,and the ability of rapid response to customer requests.In the fourth part,it analyzes the advantages and disadvantages,opportunities and threats of YH international travel agency with the SWOT matrix analysis method,pointing out the developing strategy: exploring the outbound market,stabilizing and exploring the reception market,and devoted to building the brand of the enterprise,managing the information of the clients efficiently,exploring the potential clients,taking a high-efficient human resource management,guaranteeing the stability of the human resource,controlling the quality of service,fulfilling the clients' requests;In the fifth part,it tells the measures to guarantee the implementation of the developing strategy,including making new-class marketing,establishing the hierarchical management system to the clients,training the employees and strengthening the supervision mechanism.And the last part gives a summary to the whole thesis,predicting to the effect,clarifying the shortages,and hoping the sustainable exploration and improvement in the period of development.