How about the outreach work of the travel agency?

This part mainly describes the formulation and operation of the work plans of the international liaison department, department business management, customer management and product quality management of travel agencies.

Through this part of the study, you will master the concepts of planning, planning management and planning operation, and learn how to formulate and implement the departmental work plan, how to feedback and analyze the information of the implementation plan, and apply it to work practice on this basis.

Through this part of the study, you will know something about the product quality management and internal management innovation of travel agencies. Through the enlightenment of this part of the case analysis, you can be brave in pioneering and innovating in your own work and make more outstanding achievements.

Through this part of the study, you will understand the concept of travel agency customers, the design and use of customer files, master basic skills and methods, and be able to combine practice with innovative applications in your own work. Through this part of the study, you will have a deeper understanding of the standards and evaluation methods of the staff of the International Liaison Department, as well as the relationship between the International Liaison Department and other relevant departments or units inside and outside the travel agency, so as to broaden your thinking, inspire practical work and form your own unique work style.

[Thematic discussion]

I. Planning, Operation and Management

(A) the importance of planning operations

1. Basic concepts

Everything is "established in advance", and "established in advance" is a plan. Only with a plan can we have a clear goal. Facing the increasingly mature tourism market, it is an effective magic weapon for travel agencies to formulate effective business strategies and implement planned management. As an important business department of the travel agency, the International Liaison Department makes its own work plan according to the travel agency's business strategy and takes corresponding actions to implement the plan, which is the premise to ensure the realization of the travel agency's business strategy.

Planning is an important part of the outreach management of travel agencies. From a static point of view, it refers to the foresight and assumption of market operation activities in a certain period in the future; From a dynamic point of view, it refers to a series of activities to make comprehensive decisions on enterprise management in a certain period on the basis of market research and scientific forecasting methods.

According to the development requirements of the objective laws of the tourism market, plan management is a scientific method to ensure the completion of the pre-determined development tasks of the enterprise and continuously improve the operating efficiency of the enterprise by making plans, organizing the implementation and controlling the plans, so as to achieve the management objectives.

Planning operation is a series of activities to implement the plan and make preparations step by step according to the content of the plan and the requirements of plan management, so as to successfully complete the work tasks.

2. The importance of planning operation

The importance of the plan is self-evident and accepted by the parent operator, but with a good plan and no good implementation, the plan can only be a dead letter. As a travel agency, we must always pay attention to the market dynamics and the changes of tourists' consumption structure, and respond in time in order to survive and develop in the market competition. Planning, especially the work plan, is difficult, dynamic and requires rapid implementation, which makes the operation of the plan more important:

(1) Planned operation is an important guarantee for the healthy economic development of travel agency enterprises. All departments of travel agencies can only complete the overall plan with good quality and quantity and on time according to the requirements of the overall plan of the enterprise, so as to ensure the smooth completion of the overall plan. Planned operation is the premise and foundation to ensure the quality, quantity and timely completion of the plan.

(2) Planned operation is an important means to give full play to the initiative and enthusiasm of employees. Planning is not only a matter for a few senior decision makers in travel agencies, but also requires the participation of all employees. Through a clear division of labor and cooperation, the planned operation can ensure that every employee can actively complete his work as planned.

(two) the formulation and implementation of the work plan

1. Formulation of work plan

The work plan is the basic outline of the International Liaison Department, and it is also the basic forecast and assumption of the internal management and external marketing of the International Liaison Department in a certain period in the future. The formulation of work plan is a serious and scientific process. As the guidance of daily work and the reference of business management, the level of working plan is not only related to whether the department can successfully achieve business indicators, but also directly affects the economic development of travel agencies.

(1) Relevant factors that must be considered when making a work plan

(1) Relevance of the plan

First of all, as the business department of the travel agency, the work plan of the International Liaison Department is closely related to the plans of other departments and the overall business plan of the travel agency, and must be unified and coordinated with it; Secondly, the correlation also reflects that travel agencies must carry out business service activities under the guidance of national tourism industry policies and regulations; Third, the work plan of the International Liaison Department also involves cooperation and exchanges with the same industry or related industries. From the business point of view, we must consider the working ability of relevant departments in these related industries.

② Continuity of the plan

The development and movement of things have their own laws of movement. Generally speaking, the past, present and future of the same thing are interrelated and continuous under different conditions and forms, and the continuity of work plan provides a scientific basis for making the development plan of travel agencies. On the other hand, it also keeps the daily work of the International Liaison Department in a sustained and healthy state of development.

③ Market adaptability of the plan.

Under the condition of market economy, everything should be done according to market rules. When making plans, the key for travel agencies is to conduct market research, master a large amount of market information, formulate development strategies for developing new tourism products, and take effective measures to promote product sales, such as advertising, public relations, price and competition. Understanding and mastering the new demands of tourists and launching new products in time are important aspects of making plans and participating in market competition. ④ Feasibility of the plan

The work plan of the International Liaison Department should reflect the foresight of scientific decision-making and the fighting spirit of employees. It should also be based on the current situation of manpower, financial resources and material resources, the completion of the last work plan and the objective reality of market changes. It is necessary to consider whether the planned goal can be achieved, and to avoid setting the index too low because it is impossible to scientifically predict the potential ability of employees.

⑤ Timeliness of the plan

The National Tourism Administration stipulates that travel agencies around the country cannot operate off-site tourism business. As the travel service center of the travel agency, the International Liaison Department is one of the main contents of the work plan, that is, organize tourists according to their own sales plan, and then inform the local reception agency of the tourists according to the schedule, which will be organized by other local reception agencies. The longer the forecast time, the lower the accuracy. Therefore, the International Liaison Department should also give full consideration to the coordination and unification with the reception plans of local reception institutions, formulate corresponding work plans on an annual and quarterly basis, adjust and modify the work plans on a monthly basis, and predict and reflect the reception services of the Group as accurately, timely, efficiently and comprehensively as possible.

(2) the composition of the work plan of the International Liaison Department

The work plan of the International Liaison Department consists of service procurement plan, market development plan, reception service plan, operation control plan and quality supervision plan.

① Service procurement plan

Service procurement generally refers to the market operation behavior of travel agencies to buy related services from other tourism enterprises or other tourism-related service industries and departments at a certain price for combined tourism products.

Travel agency product is a special service product, which is a variety of paid services to meet all the needs of tourists in the process of traveling. In travel agency products, except for a few services such as tour guide service, other services related to the six elements of tourism, such as "eating, living, traveling, shopping and entertainment", mostly come from other tourism departments or service industries. In a sense, the quality of travel agency products directly depends on the quality of individual service products of upstream suppliers. Therefore, travel agencies often choose a certain number of suppliers and establish strategic cooperative relations with them to ensure the stability of their service quality. In general, service procurement is an important business of the planning and dispatching department of travel agencies. However, the service procurement plan of the planning and dispatching department often involves six major elements of tourism. In order to highlight the product characteristics, strengthen the product sales ability and complete the market sales plan, the Foreign Liaison Department should also focus on formulating the corresponding service procurement plan. Usually, according to the needs of the work plan, the service procurement plan of the International Liaison Department mainly reflects the chartered flight plan (special train plan), advertising plan and other contents that have a greater impact on sales.

② Marketing plan

The marketing plan of the International Liaison Department is used for market development, organizing customers and selling products, which is the basis of the reception service of travel agencies. The main contents of the sales plan include various tourism products and services. On the basis of determining the sales price, the sales target is determined through various channels, and the sales amount, required expenses, sales income and sales profit are predicted. Its function is to define the business objectives during the planning period, grasp the required funds, determine the specific sales strategy, and provide a reliable basis for the reception arrangements of travel agencies.

③ Reception service plan

The reception service plans of travel agencies include local reception service plans and group reception service plans. As a tourist service center, the International Liaison Department mainly works out the group service plan. The reception service plan of the International Liaison Department focuses on arranging reception staff, dining in restaurants, hotel accommodation, scenic spots, travel and transportation, safety measures, etc. , and expressed in the form of withdrawal notice.

④ Operation control plan

Work control plan is an execution and operation control plan for the staff of various departments and various types of travel agencies in the process of implementing business plans. It has been widely used in tourism enterprises in developed countries and is regarded as an indispensable part of enterprise management. Due to the late start and low level of planning management in China, many travel agencies do not pay enough attention to the formulation of homework plans. The operation control plan of the Liaison Department is mainly aimed at the operation control plans of store sales staff, outreach salesmen and customer file administrators.

⑤ Quality supervision plan

Service quality is the lifeline of tourism and the key to its development. Especially after China's entry into wTO, the competition in the tourism industry has become increasingly fierce, and service quality has become the main position for enterprises to compete. The practical experience at home and abroad proves that it is an effective way for travel agencies to improve their service quality by applying the basic theories and methods of quality management and combining the working characteristics of travel agencies.

The quality of travel agencies refers to the quality of products provided by travel agencies, which is mainly manifested in the extent to which the use value of tourism services is suitable for and meets the material and spiritual needs of tourists.

The quality of travel agencies includes three aspects: first, the product design quality of travel agencies, that is, the most important thing is to require travel agencies to design routes and programs that can meet the needs of tourists at different levels, and the supply standards of food, accommodation, transportation, travel, shopping and entertainment should be consistent with quality and price; Second, the actual reception service quality of travel agency personnel, that is, the outlets and tour guides of travel agencies should provide tourists with material and spiritual satisfaction through warm, thoughtful, polite, comfortable, convenient and timely services; Third, the environmental quality of travel agencies, that is, the work quality of travel agencies' business, procurement, reception, finance and other departments, as well as the work quality of scenic spots, restaurants, restaurants, fleets and other cooperative units. The quality supervision plan of the International Liaison Department must cover all the contents of the quality of travel agencies, embody the idea of total quality management of travel agencies, supervise the quality of the three stages before, during and after the tour, and establish a scientific and systematic system around highlighting quality education and strengthening information feedback. Combining the application of relevant national laws and regulations, perfecting the contract system and actively avoiding risks are the quality system in the quality management of travel agencies.

(C) the preparation method of the work plan of the International Liaison Department

The work plan of the liaison department must be made in a scientific way. Considering PDCA cycle, comprehensive balance method, quota method, proportional method and dynamic method can also be used.

PDCA cycle was first applied to enterprise planning management by American management scientist Deming, so it is also called pdsa, where P is PI an (Ten Actions), D is Do (Execution), C is Cheek (Inspection) and A is Action (Summary Processing). The basic principle is that to do any work, we must first have an idea, put forward a plan according to the idea, then carry out, check, summarize and finally.

At the same time, when compiling the work of the International Liaison Department, methods such as comprehensive balance method can also be adopted.

(1) comprehensive balance method, that is, in the process of formulating the work plan, the International Liaison Department should fully consider the planning indicators of various travel agencies and other relevant departments, and determine a reasonable proportional relationship in quantity, so that the indicators involved in the work plan of the International Liaison Department can be established on a stable and reliable basis. It should be pointed out that when using the comprehensive balance method to make a plan, we must take into account that the whole market is in a dynamic and complex environment and there are many proportional relationships that need to be balanced. At this time, we must first prioritize and grasp the order. At the same time, we should also see that in the daily business activities of travel agencies, the imbalance phenomenon is frequent and absolute, while the balance is temporary and relative. Therefore, the balance of the work plan can only be to strive for indicators as close as possible to the critical point, and it can never be considered full, leaving no room, otherwise once special circumstances occur, causing market fluctuations, it will easily lead to the passivity of departmental work.

(2) The quota method is a method that takes a certain amount as the base index when determining the market operation index, then calculates it according to a certain increasing proportion, and finally determines a new planned index. For example, when determining the number of delegations, the International Liaison Department can calculate it according to the original quota level of the department through market analysis and scientific prediction, which will become a measure to achieve new business goals. (3) Proportional method is a method to calculate the relevant plan indicators during the implementation of the work plan according to the relationship between the indicators in a relatively stable period in the travel agency's operating history, combined with various changing factors in the planning process. For example, according to the proportion of the number of people who organized individual package tours in the first quarter of each calendar year to the total number of people in the whole year, and according to the number of individual package tours completed in the initial stage of the plan, the scale of the total number of individual package tours that may be reached at the end of the plan can be accurately calculated. (4) Dynamic method is a method to determine the growth rate of a planned indicator or predict its changing trend during the work plan period according to the basic trend or average growth rate of a planned indicator over the years. For example, according to the changes of reception times of travel agency group travel destinations over the years, combined with the actual operating profit level and tourists' feedback, the main group travel destinations are determined, and the profit index value that group travel should reach at the end of the business plan is set.

(4) Reference for the work plan style of the International Liaison Department

① Work Plan of the External Liaison Department (refer to the style of internal management documents)

Xx international travel agency

Work Plan of Tourism Center (Outreach Department) in 2004-2005

I. Planning period: 65438+20041October-65438+February 2004

Second, the content of the plan

product development

In 2004-2005, while continuing to explore the traditional product markets such as x xx, x xx and x xx, according to market research and customer discussion feedback, we plan to develop new products such as x xx, x xx and Xxx. Xxx is responsible for the specific development, and needs the assistance of network center, tour guide department and chartered flight department. At the same time, according to the market situation and the business situation in 2003-2004, the XX product with declining business trend is innovated, and it is planned to be adjusted from several aspects to make the product become the main product of the company again. If the expected goal cannot be achieved after innovation, it is planned to cancel the quiet sales of the product. This work is in the charge of xx. (omitted later)

(B) the market quietly selling.

By the end of 2004-2005, it is planned to complete the sales of xx billion yuan, of which XX, XX, X minus XX and other products are planned to be sold quietly. (omitted later)

(3) Reception service

By the end of 2004-2005, it is planned to complete xx delegations, including xx delegations and xx large delegations during the Golden Week, and strive to organize xx individual delegations with more than XX people. (omitted later)

(4) Quality supervision and praise: (omitted)

(e) Staff management: (omitted)

Third, the implementation and inspection

After the plan is approved, it will be implemented on the approval date. At the same time, make a phased quarterly work plan as required, and the general manager's office will check the implementation and revise it in time. (omitted later)

Xx International Travel Service Co., Ltd. Tourism Center (External Relations Department) June 5, 2004 438+ 10

② Reception Plan of Liaison Department (refer to the document style of contact with the organization)

Attachment: timetable, list

Copy: The reception plan of the company's subordinate departments, finance department, planning and dispatching department, general manager, office, local public security bureaus and security bureaus mainly consists of three parts: basic information and requirements of tour groups (tourists), itinerary arrangement and member list. To write a reception plan, we must first verify the following items: ① the group number, group name and the name of the overseas group agency; (two) the number of tour groups and the required level and mode of tourism services; ③ The port of departure, date, flight, train number or time of the ship; ④ Tourist routes and cities; ⑤ Accommodation and breakfast arrangement requirements; ⑥ Requirements for inter-city traffic arrangements; ⑦ List of tour groups, number of confirmed members, gender, age, occupation, nationality and passport number; 8 Special access requirements.

After the above matters are confirmed, the reception plan can be drawn up according to the following contents: ① According to the tourist route! After arriving in the city, arrange local reception units and indicate the number of copies issued (each unit will issue three copies); (2) indicate the tourist route; ③ Indicate the type of tour group (tour group, visiting group, study group, investigation group, professional group, key group, etc.). ); (4) indicate the service level (group standard A or B, population standard A or B below 10); ⑤ Indicate the way of booking the house (customized by tourists, booked by our agency, entrusted by the reception agency or others) and the breakfast situation (hotel and breakfast settlement method); ⑥ Indicate the flavor standard and frequency; ⑦ Indicate the outbound air tickets of tour groups (tourists) (open); (8) Indicate the number of tour guides, their names, gender, return ticket date, flights and trips. If there is no full-time escort, please indicate the words "the group has no full-time escort, please contact the reception agency at Buxia Station"; Pet-name ruby indicate the flight, itinerary and arrival and departure time of the tour group; Attending to indicate additional service items, such as ultra-kilometers, special fares, tours around the lake in You Jiang, flavor standards, times, professional activities and times, etc. ; (8) Indicate the detailed list of tour groups (participants), including name, gender, age, occupation, nationality, passport number, etc. Attending indicate the name, address, telephone number, fax number and contact name of the agency.

2. Implementation of the work plan

After the work plan is made, how to strengthen the implementation of the plan is not only related to whether the International Liaison Department can fully implement the plan content and successfully achieve the plan objectives, but also directly affects the enterprise deployment and business strategy of travel agencies. Adopting scientific and effective methods to implement the plan is also an important part of departmental plan management.

(l) Responsibility lies with people and centralized management.

Strengthening centralized management in the process of plan implementation is the fundamental way to realize the plan objectives. Plan management mainly includes the whole process control method.

① Full-range control method

The formulation of enterprise plan is only the beginning of the whole planning process. After the plan is made, the key is to implement control. The key points of implementation control should be: first, through ideological and political education, unite the hearts of all employees in the department and properly handle the interests of the state, the collective and the individual around the common goal of enterprise planning, which is an endless debt to create benefits. Second, through various rules and regulations, the work norms and behavior norms of employees will be included in the track of the work plan, and the requirements of enterprise norms will be strictly met. Third, through the close combination of planning management and economic responsibility system, the planning indicators are decomposed into individuals, and the economic responsibility system is used to ensure the realization of the overall plan of the enterprise. Fourth, we should grasp the implementation process of the work plan in time and solve the problems in the implementation of the plan in time through control means such as meeting report, investigation, on-site inspection and guidance, and feedback information.

② quota management method

The quota implemented in planning management, namely plan fixed, refers to the amount and standard of manpower, material resources, financial resources and consumption under certain conditions. This is a very important basic work in work plan management. The names of the quota of the external liaison department include input service labor quota, service quality standard quota, various material consumption quota, and regular operating income quota. After the goal of the enterprise master plan is determined, it is necessary to implement the decomposed master plan layer by layer and quantify the quota to the department. The whole process of implementing the departmental work plan is the process of checking and urging the flea quota at any time. Quota management is an important measure to ensure the realization of the overall plan.

③ proportion determination method

Generally, the indicators set in the work plan of the International Liaison Department have certain rules to follow and a certain proportion, such as the number of group receptions, business income and profit income. According to this ratio, we can always know whether the business development of the department is normal from the statistical data, and we can pay attention to rectification in time. Proportional method is an important method to ensure the complete and smooth implementation of the work plan of the International Liaison Department.

(4) Working methods of original records and regular statistical reports.

All business activities of travel agencies should be recorded according to regulations. The business of the liaison department is complicated and trivial, involving all aspects inside and outside the travel agency, and it is necessary to have a sound and complete record of original materials for future reference at any time, which is the basis and basis of statistical work. Statistical report is a comprehensive calculation of the number of various business services in a certain period of time. The report it forms is an important information feedback of business service and an important basis for managers to adjust, guide and control the implementation of the plan. Original records and statistical statements should be completely true and highly accurate. Violation of this requirement will inevitably bring serious consequences to the decision-making of managers.

(2) Improve the rules and regulations to ensure the implementation of the plan.

Without rules, there would be no Fiona Fang, and the completion of the work plan of the International Liaison Department must be guaranteed by various rules and regulations. Under normal circumstances, travel agencies will have a series of rules and regulations, which are formulated and improved to ensure smooth operation. Among them, the rules and regulations used by travel agencies to ensure the implementation of work plans include attendance system, quota management system, labor management system, responsibility assessment system, performance evaluation system, reward and punishment system, statistical analysis system and so on. The implementation of the plan is the main body of the plan management, which is related to the business objectives and implementation of the plan formulated by the travel agency. Once the work plan is approved, it is necessary to implement the plan indicators to individuals step by step according to the post functions and internal division of labor. It also requires everyone in the department to work out their own concrete and effective measures to complete the work plan according to the department work plan, and turn the work plan into the action program and goal of each employee. In the implementation of the work plan, the managers of the International Liaison Department should use meticulous ideological work and strong organizational measures to ensure the implementation of various systems, so that the systems can really play a role in ensuring the implementation of the work plan. At the same time, it is necessary to combine the implementation plan with individual responsibilities, rights and interests, and use economic leverage to fully mobilize the enthusiasm, initiative and creativity of the broad masses of employees to promote the completion of various plan indicators. The International Liaison Department shall establish and improve various rules and regulations, including:

(1) Establish and improve employee attendance, assessment, reward and punishment system and various business operation procedures.

(2) to carry out business training before seven posts, old comrades to teach new employees, qualified posts, off-season training arrangements.

(3) determine the responsibilities of business personnel; Advertising, consulting reception, business negotiation, etc. ; Clear business skills that business personnel must master; Understand the route, attractions, restaurants, accommodation, transportation, customs; Strengthen the communication of horizontal relations and keep abreast of the latest information; Improve special line products and expand new tourist routes. (4) assist the financial department to register and clean up the current account items, which must be cleaned up to prevent the occurrence of default.

⑤ Formulate working procedures and service specifications; Establish a sense of service, guests first, reputation first; After the team is over, the team data will be filed centrally.

⑥ Hold a symposium on service quality, do a good job in tracking service and information feedback, and regularly invite representatives of major customers to participate when necessary; Create a customer profile.

(3) Supervision and feedback

The inspection, supervision and information feedback of the International Liaison Department on the implementation of the work plan is one of the functions of the plan management and an important part of the overall plan management. It is an important means and method to check whether all the work meets the requirements and objectives stipulated in the plan and take effective measures in time to ensure the smooth progress of the plan. Through the supervision and information feedback on the implementation of the plan, managers can analyze, summarize and evaluate the implementation of the plan, and at the same time judge whether the plan is in line with the actual situation, which can be used as the basis for future adjustment and modification. The best way to supervise the implementation of the plan is to check whether the implementation of the plan is completed according to the specified time and how sensitive it is, to check the increase and decrease of various plan indicators compared with the same period in history and the reasons, and to check whether effective measures have been taken and what effects have been achieved in the implementation of the plan. The methods of supervision and feedback can be implemented through meetings and inspections.

1. Meeting check

Through regular or irregular meetings of this department, we can learn about the work of employees in this department, or hold various symposiums from time to time, pay a return visit to key customers, listen to customers' opinions, study and analyze the implementation of the plan and the existing defects, and solve the problems in the implementation of the plan in time. 2. Statistical report inspection

That is, the method of supervising and inspecting the implementation of the plan through various statistical reports of enterprises. This method is based on data, which can accurately reflect the progress of plan implementation and fully expose whether the indicators in the process of plan implementation are unbalanced or have problems. However, due to the influence of marketing, tourists' preference, employees' working attitude, business level, product design and other factors, the data sometimes fluctuates, and the statistical report inspection method can not accurately reflect the main reasons for its change, so other methods are needed to further analyze the reasons.

3. Real-time monitoring of management information system

Management information system (MIS) is the general name of various information transmission modes that provide managers with the information they need. Nowadays, computer technology has been widely used in the field of enterprise management and plays an important role. As a synthesis of computer science, management science, system science and modern communication technology, management information system not only has the function of data processing, but also has the unique function of forecasting, planning, controlling and assisting decision-making.

The virtual environment of enterprise management is formed through the integration of functional subsystems that combine the department management elements (human, financial, material and information) in a logical way, that is, through various mathematical methods, mathematical models and a large number of enterprise management data stored in computers, managers can deduce satisfactory answers to related questions in time and provide auxiliary reference for management decision-making. At the same time, due to the application of modern communication technology, especially the popularization of network technology, plan indicators and daily business data can be transmitted in the enterprise internal management network system through the processing of management information system, so that any authorized manager can check the implementation of the plan at any time and place, monitor and analyze the business situation, realize real-time monitoring of the implementation of the plan, and give instructions to guide business work, modify business plans, handle management affairs and analyze and sort out information through computers.

Through these forms of supervision and feedback, the smooth implementation and timely revision of the plan can be guaranteed. Of course, all inspections should be written, and inspection reports should also be written. In this way, through implementation, inspection, feedback and summary, the work plan of the International Liaison Department can be successfully realized, and the planning management level of travel agencies can be further improved.

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