Development planning of travel agencies! SWOT analysis!

SWOT analysis of China business tourism market SWOT is a common method for system analysis, in which S refers to advantages, W refers to disadvantages, O refers to opportunities and T refers to threats. The SWOT method is used to systematically analyze the business tourism market in China, find out its advantages and disadvantages, and find out its external opportunities and challenges, so as to help the business tourism market in China develop its advantages, transform its disadvantages, seize opportunities and meet challenges.

Advantages of China Business Tourism Market

The market scale is increasing year by year. China has the largest number of civil servants in the world, and the business travel generated by various meetings, inspection and research activities every year has formed a big market. If the average person travels three times a year, the total amount of business trips can reach 200 million. American Express survey shows that China will become the third largest business travel market in the world in the next five years.

The income of business tourism market is stable. Because business travel is oriented to business or other specific activities, it is usually planned in advance and the activities are repetitive. This has formed the stability characteristics of business tourism. In addition, the repetition of commercial activities produces stable tourist flow and income, and there is no obvious difference between seasonality and off-season.

The lucrative consumer composition of the business tourism market determines that the proportion of self-funded business tourism is not large. The expenses incurred by business tourists are determined according to the internal regulations of the organization or the level standards of business activities, and the price factor is not the decisive factor. Therefore, compared with leisure tourism, its consumption capacity is higher, and the profit rate of business tourism is as high as 20% ~ 30%, which is much higher than that of ordinary leisure tourism.

Disadvantages of China's business tourism market

Business tourism awareness of enterprises is weak. China enterprises really can't distinguish between business and formal tourism projects. Although the travel agency was designed and planned according to business travel before the trip, it later became a simple routine tour. Enterprises also think that travel agencies are just scenic spots guides. Enterprises and travel agencies have not formed a * * * understanding, and the corresponding market rules have not been formed.

The lack of specialization in the business tourism market is the weakness of developing business tourism in many cities in China, and it is an unavoidable threshold in the development of business tourism. Experts believe that business tourism is very systematic and needs not only mature and professional tourism companies to operate, but also relevant policies, matching tourism resources and infrastructure construction. At present, there is a lack of professional business tourism companies in China. As a new branch of tourism, business tourism has no fixed and fully functional professional cities in China to match it.

Opportunities in China Business Tourism Market

The macro-economic environment of business tourism is good, and the rapid growth of China's economic aggregate will promote the further growth of regional economic competition and cooperation and generate internal vitality for the expansion of business tourism market; The increasing foreign economic and trade exchanges provide realistic demand for the development of business tourism; The influx of foreign capital reflects the acceleration of China's economic integration into the world economy, which provides more and more room for the development of business tourism in China. The good development trend and further development requirements of China tourism have fundamental requirements for the development of business tourism, and business tourism will play its due role in optimizing and improving the overall quality of tourism in China.

Government support In order to build a strong tourism country, our government has been vigorously supporting the development of tourism and related industries. The government has also made great efforts to improve infrastructure such as transportation and communication, and colleges and universities have also trained a large number of tourism talents.

The tourism market has broad prospects. China has frequent business contacts with foreign countries. The successful bid for the 2008 Olympic Games and World Expo has attracted many business tourists. Under the background of vigorously developing education and science and technology, regional and national academic exchange activities are increasing. According to the statistics of Wan Fang Data Company, there are more than 1000 national academic conferences and countless regional academic conferences every year, and the academic market is developing very rapidly.

Challenges of China Business Tourism Market

Competition in the business tourism market has intensified, and more international tourism giants have rapidly entered the China market. They have gained high popularity through long-term accumulation in this field. Just like the success of foreign consulting companies in China, they have unparalleled advantages in developing the high-end business tourism market in China. American Express, Rosenbruce and other major professional business travel service companies in the world have set foot in one after another; At the same time, Marriott, Intercontinental and other internationally renowned hotel management groups have also announced their entry into the China business travel market, and the competition in the domestic business travel market will become more intense.

Domestic tourism enterprises are inexperienced. Most travel agencies in China provide a series of tourism products designed by themselves under the constraints of their own resources, which has the characteristics of non-customization. Business tourism is not only constrained by the travel agencies' own resources, but also needs to provide business tourism consulting services to customers and provide tailor-made tourism products at the request of customers. Customization is its main feature, while traditional tourism enterprises lack ideas, talents and experience.

Enterprises and institutions are strengthening the control of business travel expenses. With the rapid increase of business travel expenses, enterprises increasingly need to provide professional services and the widest range of tourism consulting services, so that business travel can achieve higher cost performance. Many large enterprises have established a travel system, and the financial management atmosphere has expanded from private enterprises to government departments. It is the general trend to control finance through corporate travel governance. The strategic choice of business tourism market in China attaches importance to "personalized" demand.

With the progress of society, people like to publicize their individuality more and more, and personalized tourism products are becoming more and more popular. At present, the business travel market is dominated by individual travelers. In view of the characteristics of business tourists, such as strong spending power, insensitive to price, concentrated consumption structure and great demand for modern office equipment, China Travel Agency can provide some tourism products with relatively high prices but distinctive and personalized services for them to choose freely. At the same time, we should pay attention to the influence of cultural differences on business tourists, provide differentiated business tourism products and services with local cultural flavor for business tourists with different cultural backgrounds, fully meet the needs of tourists, and improve the development and reception level of business tourism in China.

Fully participate in company travel affairs.

The actual situation of business tourism market makes marketing promotion different from general tourism products. The buyers of business tourism are enterprises, and consumers are employees. Purchase and consumption are separated. This attribute determines that the deep-seated goal of business tourism market development is not to book air tickets, rooms and other superficial articles, but to enter the corporate governance level. By investigating corporate travel governance policies and making suggestions, we will formulate reasonable plans and governance processes, assist enterprises in group buying and effectively control costs, and act as strategic partners and travel consultants of enterprises. The key to promotion lies in improving the level of corporate governance.

Accurately Positioning and Cultivating Characteristic Products

Enterprises should attach importance to market positioning and product positioning, focus on the advantages of local tourism resources, identify local characteristics, pay attention to cultural differences, form their own characteristic products, tap customers, gradually form their own customer base, improve and optimize products, and consolidate market share. In the international business tourism market, we should focus on providing high-quality products and gradually form a brand. The so-called high-quality products are to achieve and form a smooth service chain, form a reasonable industrial cluster, form a sustained commercial promotion, and form a profound commercial connotation; Domestic business tourism is still a developing market with great development space. We should quickly introduce advanced business concepts, actively seek customers to establish relationships, and use CRM to implement relationship marketing to improve business level. At the same time, we should avoid vertical direct competition with peer enterprises in business, analyze the characteristics of domestic general business market, government market, academic market and other markets, combine our own advantages, conduct accurate hierarchical positioning, and design marketable business tourism products in a targeted manner.

Start from the high end through joint venture.

We should cultivate the leading enterprises in China's business tourism market in time, and through these enterprises to integrate the business tourism market structure, we can adopt the joint venture model to form the complementary advantages of both sides. Large foreign travel agencies have their own mature business tourism operation modes, and specialized talents are also the scarcest resources for domestic tourism enterprises, which is also the advantage of foreign businessmen. The combination of the two can establish a domestic business framework in the shortest time.

Training professionals

Because the domestic business tourism market started late, but the scope of business tourism is very wide, so the ability and experience of professionals are required to be higher than that of traditional business. However, the business tourism market of China travel agencies is still underdeveloped, and the executives of a few joint venture travel agencies are basically foreigners. If China travel agency wants to occupy a place in the business tourism market, it should reserve high-end talents as soon as possible, at the same time, it should pay attention to increasing publicity and gradually establish a goodwill foundation.