Research On The Development Strategy Of YZ Travel Agency Based On Financial Analysis

Since the reform and opening up,people's living standard has been constantly improved.Especially since the 18th national congress of the communist party of China(CPC),the rapid development of China's social economy has promoted people's pursuit and yearning for spiritual and cultural life.At the same time,to meet the spiritual and cultural needs of the broad masses of the people,the country a number of tourism policy to promote national tourism consumption,and further promote the rapid development of the tourism business,tourism becomes increasingly proportion in the national economy,become the fastest developing speed in the national economy and international competitive advantage of one of the industry.However,in the overall development of the tourism industry,the traditional travel agencies,especially the traditional small and medium-sized travel agencies have not been able to keep up with the pace of The Times,the operating conditions are not good.YZ travel agencies is the typical representative of traditional small and medium-sized travel agencies,how to adapt to the new situation of the tourism industry,seize the opportunity,meet the challenge,overcome development bottleneck,through continuously improve,improve their comprehensive strength,keep sustainable development,is a delegate with YZ travel agency must consider and solve the problem of traditional travel agency.This paper analyzes the development strategy of YZ travel agency by using relevant theories of enterprise strategic management and financial index analysis tools.Firstly,the basic situation of YZ travel agency and its problems in the development process are introduced.Secondly,the external strategic environment is analyzed by PEST analysis,and the internal strategic environment is analyzed by SWOT analysis.Then,by comparing the financial indicators of two benchmark enterprises,China youth travel service and utour travel service and YZ travel agency,and by referring to the development strategies of the two benchmark enterprises,this paper puts forward Suggestions on the development strategy of YZ travel agency,and finally puts forward specific measures and guarantee measures for YZ travel agency to implement the development strategy.