What is the necessity and feasibility of transnational operation of China tourism enterprises?

Implementing transnational business strategy is one of the established strategies of our government to deal with WTO, and it is also an inevitable trend to adapt to economic globalization and market integration. For China tourism enterprises, it is particularly necessary and feasible to implement "going out" development of transnational operations.

Tourism is essentially an open and export-oriented international industry. Whether it is inbound tourism or outbound tourism, it is very suitable for transnational operation. This is mainly manifested in the following aspects: international tourism is a typical form of international service trade, and its product development, promotion, itinerary organization and reception service all have the characteristics of cross-border marketing, which requires the cooperation of domestic and foreign tourism operators; And "cross-border delivery" is an important payment method for tourism consumption, such as online booking, credit card payment, cross-border insurance, international long-distance calls and so on. At present, some internationally renowned tourism brands, such as American Express, Communication Company, Hilton, Sheraton, Shangri-La, etc. There are many marketing networks all over the world, which also shows that tourism is suitable for transnational operation.

Up to now, China's inbound tourism has developed to a large scale, accounting for two-thirds of non-trade foreign exchange income, and tourism reception and foreign exchange income rank fifth in the world, but these two indicators only account for 3.8% and 4.8% of the global tourism market. If China's tourism enterprises can directly invest abroad, it will undoubtedly be of great significance to expand the influence of China's tourism industry, enhance the ability to promote sales and attract tourists, and expand the number of groups.

As an important industry in the field of service trade, it is a common practice all over the world to maintain a relative balance of foreign exchange receipts and payments. In the initial stage of China's outbound tourism, there is no worry about excessive foreign exchange loss due to the relatively small scale of tourism. Entering the 2 1 century, with the continuous improvement of people's living standards in China, the scale of outbound tourism has been expanding. With the increasing base of outbound tourism, it will bring great pressure to China's tourism industry to maintain the balance of foreign exchange payments. After China's accession to the World Trade Organization, although outbound tourism has been listed as an exception to national treatment and foreign businessmen are temporarily prohibited from operating outbound tourism for China citizens, according to the general principles of WTO rules, this protection is temporary after all. Therefore, how to balance inbound tourism and outbound tourism under the premise of observing the w to rules is a subject that must be studied. We should gradually change from the government's policy control to relying entirely on the role of the market. A better choice is to make use of the principle of national treatment in WTO rules, encourage China tourism enterprises to enter the destination market of China citizens' outbound tourism as soon as possible, set up tourism enterprises with the goal of receiving China outbound tourists, and try their best to repatriate the foreign exchange spent from abroad by receiving a large number of China outbound tourists. This is equivalent to operating the same group of tourists twice according to the entry and exit channels, which is not only conducive to greatly improving the economic benefits of enterprises, but also an inevitable policy to maintain the balance of tourism foreign exchange payments in the future.

Stepping into the 2 1 century, the tourism industry has put forward the concept of "two-year plan". Two? The goal of building China into a world tourism power in. At present, although China's tourism reception volume and income are large, there is still a big gap from the world's tourism powers. It is necessary to further increase the contribution rate of tourism income, tourism export, tourism investment, tourism tax and tourism employment to national economic and social development. The key to shorten the above gap and build a tourism power is to cultivate tourism enterprise groups with international market competitiveness. At present, the tourism enterprises in China are still "small and weak" on the whole, and the assets of the most powerful tourism group exceed10 billion yuan, equivalent to about one billion dollars. This is insignificant in the global tourism industry, especially compared with the world's top tourism groups operating in Europe and America. China's tourism enterprises are not only so large in assets, but also backward in enterprise system, marketing network, technical means and management methods. In the increasingly fierce international market competition, they are faced with the dual tasks of accelerating reform and innovation and developing entrepreneurship. After China joined the WTO, overseas travel companies brought funds, brands and networks into China's tourism market. China's tourism enterprises can no longer develop behind closed doors, but must compete with foreign tourism enterprises in domestic and foreign markets. Therefore, for China tourism enterprises, transnational operation is only a different place to compete with overseas tourism enterprises. Although it will be more difficult and risky to go abroad, it is of greater significance to strengthen and enhance the comprehensive quality of China's tourism enterprises, cultivate and bring up a number of tourism enterprises with international market competitiveness and accelerate the realization of the goal of becoming a world tourism power.