Research On The Strategic And Its Performance Of Tongcheng Travel Under The Uncertain Factor

In the context of improvement of life and satisfaction of matter,tourism has developed rapidly in recent years.A lot of enterprises are attracted to the high profits in the tourism industry,and they would like to join it to take a share of the spoils,therefore,the market competition is gradually intensified.The sudden outbreak of COVID-19 has had a huge impact on all industries,especially the tourism industry.There is no time for enterprises to react,facing business difficulties and faring even worse with bankrupt levels on the rise.However,Tongcheng Travel has taken a quick response action with different strategic,and still make a profit in the bad situation,which can provide reference for the enterprises that are transforming and plan to transform.This paper takes Tongcheng Travel,which is in the second tier of the market and occupies a certain position in tourism market,as the research object to study its strategic during the pandemic and evaluate their performance.The pandemic has slowed to global economic growth.But Tongcheng Travel handled well and still made a profit in the first quarter of 2020,which is beyond all expectation.It can provide reference for other enterprises that are transforming or planning to transform.First of all,after reading the literature about tourism strategic and performance evaluation domestic and overseas and make a comment,the paper defines the significance and innovation of the research.In the second place,it analyses the motivation of Tongcheng Travel strategic form the external macro environment and internal enterprise situation.In the third place,through looking for relevant data and information,it shows that Tongcheng Travel take measures to go through a difficult period,such as penetration sinking market strategy,digital strategy and traffic channel diversification strategy.Last but not least,the paper build a balance scorecard with four-dimension and adding dimension of social responsibility to evaluate the performance of Tongcheng Travel,which is also one of innovation points of this paper.In addition,when analyzing its financial performance,Ctrip and Tuniu Corporation,two peer companies are introduced for comparison to increase the reference of its results.By analyzing its performance,the results show that,the financial latitude performance of Tongcheng Travel,compared with Ctrip,shows that its debt paying ability and growth ability are not obvious,while its profitability and operation ability are strong.The performance of customer dimension,internal business process dimension,learning and innovation dimension,and social responsibility dimension are all good,indicating that the strategic of Tongcheng Travel is relatively successful and remarkable.Thanks to its strong ability to adapt to changes,it can quickly adjust its business strategy,and then carry out strategic and promote its development in the face of the pandemic.The successful cases of the strategic of Tongcheng Travel are not only worthy of study and analysis by scholars,but also can be referred to by enterprises in the process of transformation or planning transformation,and worthy of reference by other enterprises.