Sun Tzu said, "Know yourself and your enemy, and you will win every battle." This famous saying comes from the third chapter of Sun Tzu's Art of War, which was originally intended to be a metaphor for the warring parties in ancient times. No matter which side, we must first understand ourselves and each other and be good at strategy before we can defeat each other. According to our current jargon, managers of travel agencies must know the general situation of their own enterprises and master the general situation of the same industry through various information channels if they want to run their own enterprises well and survive and develop in the competition of the same industry.

(2) The main channels for obtaining the general situation and trends of the whole industry,

The main channels for managers of travel agencies to obtain the general situation and trends of the whole industry are as follows: First, the Internet-which can be obtained by browsing China Travel Network, local travel networks and self-built websites of travel agencies. Second, newspapers and magazines-you can get them by reading China Tourism News and the travel edition of local newspapers and periodicals. The third is radio and television, which can be obtained by watching and listening to national and local TV stations and radio stations. Fourth, academic reports can be obtained by inviting experts and scholars to make academic reports on the subject.

Travel agencies must completely change the flat division management system that has restricted the development of the industry for a long time, and establish a vertical division management system that is suitable for the wholesale and retail system of travel agencies. According to the general rules, in the organizational management structure of travel agencies, the parent company implements professional vertical management for its wholly-owned or holding subsidiaries and branches.

Managers of travel agencies must set out from the scale and reality of their own enterprises, establish their proper position in the wholesale and retail system, and choose to play their own "roles";

1. Large travel agencies play the role of "wholesalers". Implementing the collectivization operation of large travel agencies and becoming a regional wholesaler with scale strength, the basic business highlights three aspects: first, product development and market development; Second, large-scale group gatherings and tourist receptions; The third is to entrust a small travel agency to act as an agent for the retail business of tourism products.

2. Medium-sized travel agencies play the role of "dealers". Medium-sized travel agencies should be specialized, and their products should be aimed at certain market segments, and professional products should be developed in depth to form characteristic products and services.

3. The small travel agency plays the role of "agent". Small travel agencies act as agents for the wholesale business of tourism products of big travel agencies, and at the same time, they should strengthen the horizontal alliance with the same industry, strive for the advantages of bulk purchasing, enhance the bargaining power with suppliers, and increase coverage and profit space.