Strategic management of tourism enterprises

Lead: With the development of economy, China's tourism enterprises will not only face the transformation from seller's market to buyer's market, but also face the challenges of globalization, networking, ecology and diversification. In order to survive in the complex market competition and grow in the fierce change process, tourism enterprises must have a clear understanding of their own internal resources and internal environment, and have the corresponding adaptability to the external environment, which is the basic problem to be solved in the tourism enterprise strategy. This paper attempts to analyze the strategic management of tourism enterprises in depth and carefully, and then establish an optimization model of strategic management of tourism enterprises.

Strategic management of tourism enterprises i. Overall management strategy of tourism enterprises

1, expansion strategy

Expansion strategy is a strategy for tourism enterprises to actively expand their business scale, fully explore and utilize internal resources, invest in new business areas, or promote the combination and merger between enterprises through competition, so as to promote the continuous development of enterprises. This is a strategic situation of attacking from a strategic starting point to a higher level and on a larger scale. The core of this strategy is to realize the development and growth of tourism enterprises through expansion.

2. Maintenance strategy

Maintenance strategy, also known as stability strategy, is a strategy for enterprises to maintain the status quo in terms of products, technology and market in a certain period of time. Enterprises are neither prepared to enter new fields nor to expand their business scale. The core of this strategy is to improve the economic benefits of enterprises under the existing conditions on the basis of maintaining the status quo.

3. Austerity strategy

Tightening strategy is a strategy to reduce the scale of operation, compress business and cancel some products in a certain period of time when the business of an enterprise is seriously declining or in poor condition. This strategy is generally applicable to enterprises that are at a serious disadvantage in the business environment. It mainly includes the following situations: macroeconomic depression, inflation and weak purchasing power of consumers. The products operated by enterprises have gone from maturity to recession, and the market demand has dropped sharply.

Second, the marketing strategy of tourism enterprises

1, the target market strategy of tourism enterprises

Because of the large number and wide distribution of potential consumers and the great difference in purchase demand, tourism enterprises cannot meet the overall needs of tourists. Enterprises must confirm the most attractive and effective market division in order to meet the needs of some people. In modern enterprise management, the sales target chosen by such enterprises is called? Target market? . Now, more and more tourism enterprises take effective target market selection as the primary content of their strategies. Generally speaking, the implementation of the target market strategy is divided into three parts: market segmentation; Select and evaluate the market; Orientation of target market of tourism enterprises.

2. The combined marketing strategy of tourism enterprises.

First, product strategy. The main problems of product strategy research and solution of tourism enterprises are what products enterprises should provide to the market and how to meet customers' needs to a greater extent through products. Second, pricing strategy. Pricing strategy is the general name of various pricing schemes formulated to achieve business objectives. Third, the promotion strategy. Tourism promotion means that tourism enterprises transmit information about tourism enterprises and tourism products to potential buyers of tourism products through various ways of publicity, attraction and persuasion, so as to urge them to understand, trust and buy their own products, thus achieving the purpose of expanding sales.

3. Tourism corporate image strategy

The image of tourism enterprise refers to the evaluation, feeling and position of tourism enterprise and its behavior in the public mind, and it is a comprehensive reflection of the performance and characteristics of tourism enterprise in the public mind. The image of tourism enterprises often has the characteristics of comprehensiveness, stability and transitivity. The image strategy of tourism enterprises is an indispensable part of the business strategy management of tourism enterprises.

Third, the financial strategy of tourism enterprises

1, financial direction of tourism enterprises

Compared with other management functions, enterprise finance has a special position and role, and it should play four major roles: guarantee. Enterprise finance should provide financial guarantee for various projects of various enterprises. Monitoring function. Through budget management, especially capital budget management, enterprise finance monitors the operation of various activities of enterprises, and carries out effective financial supervision for the normal development and expected results of various projects. Value-added function. Enterprise finance can be separated from the original business activities, directly allocate funds, enter the financial market, and obtain financial profits. Through diversified operation, option operation and exchange rate operation of currencies in various countries in the financial market, various risks of enterprises can be greatly dispersed and reduced, and effective option operation and exchange rate operation can also directly create financial profits.

2, the central link of tourism enterprise finance

The nature of modern enterprise system determines that the basic goal of tourism enterprises' business activities should be to improve economic benefits, give consideration to the interests of the country, enterprises and individuals, ensure the preservation and appreciation of the rights and interests of enterprise investors (owners), and avoid being eliminated in the fierce market competition. The central link of enterprise finance, that is, the goal of enterprise finance is to maintain enterprise value and create new enterprise value, that is, to ensure that the interests of the state, enterprises and individuals are not harmed and to realize the preservation and appreciation of the rights and interests of enterprise investors. The financial goal of an enterprise is the starting point and destination of all its activities.

3. Contents of financial activities of tourism enterprises

First, raise funds. According to the actual demand of enterprise operation and the existing financing channels, choose the financing scheme with the lowest capital cost, that is, consider the financing amount, term, interest rate and risk as a whole, and choose the best scheme. The preconditions for enterprises to choose financing schemes are: a capital market with sensitive response, effective supervision, diverse channels and strong liquidity; Second, investment. Investment is the activity of materializing funds into assets, and it is the activity of using funds in order to gain capital appreciation or avoid risks. It includes fixed assets investment, current assets investment and financial investment necessary to maintain business activities. Third, profit distribution. The profit distribution of tourism enterprises is a very sensitive issue, involving a wide range and many influencing factors. When making profit distribution policies, enterprises should not only consider internal opinions, but also consider external environment and requirements.