Study On Operating Strategy Of PENAVICO(Tianjin) To Carry Out Cruise Agency

The rapid increasement of our country’s national economic level has changed Chinese consumption concept,as a high degree of comfort,high-end avant-garde consumer travel,cruise tourism gradually gets people’s recognition and welcome Chinese cruise tourism market is huge and has great development potential.Cruise tourism relies on the cruise port,Tianjin Port is one of Chinese biggest port recepting cruise,there are 142 cruise ships calls in Tianjin port in 2016,due to cruise ship’s services in port are completed by the ship agents,Tianjin Port gradually formed a huge cruise agency market,and the market size has an expanding trend.PENAVICO(Tianjin)has a strong market share in Tianjin Port’s shipping agency market,with the increasingly fierce competition in the shipping agency market and the gradual decline of profit,PENAVICO(Tianjin)is facing great operational difficulties.PENAVICO(Tianjin)needs to regain the vitality of operation through the expansion of new business and carry out new services,which cruise agent is an important direction.How to explore a reasonable cruise agency service business strategy to gain competitive advantage and occupy the development opportunities in the emerging cruise agency market is a key issue facing by PENAVICO(Tianjin).This paper studies the cruise agency operating strategy of PENAVICO(Tianjin).Firstly,the background and significance of this paper were analyzed,the research literature at home and abroad were summarized,the research contents,research methods and technical routes were given.Secondly,the basic concepts and theoretical basis of this paper were given.Third,the SWOT analysis of PENAVICO(Tianjin)to carry out cruise agency was performed,on the basis of current cruise agency situation and macro environment analysis,the advantages,disadvantages,opportunities,threats and strategic portfolio of PENAVICO(Tianjin)to carry out cruise agency were analyzed,and gived its prospects for the development of cruise agency.Fourth,a combination forecasting model with three indices of smoothing and gray forecasting was construct to forcast the cruise agency volume of PENAVICO(Tianjin)on the basis of analyzing the influencing factors of PENAVICO(Tianjin)to carry out cruise agency.The forecast result is that the number of Tianjin-based Tianjin agents acting as foreign agents for 2017-2017 will be 125,208,314,445 respectively,and the number of passenger agents will be 775,421,1333,669,204,5024,288,5865 respectively;Finally,the operating strategy PENAVICO(Tianjin)to carry out cruise agency was provided.