[5] Dave Weaver．Development strategy of tourism travel abroad [J]．Annals of Tourism Research,2012,1710-1714.
外文原文：
Development strategy of tourism travel abroad One, brand strategy Brand strategy is to sweep down irresistibly from a commanding height to promote the brand construction to the busine strategy, is the enterprise management strategy to establish a strong brand, create brand value as the goal.The foreign travel agencies attached great importance to brand building, they are making a busine development plan and budget, tend to be opened at the beginning of the one or two years, the profit of enterprise budget deficit, a very important reason is that a large number of funds for brand building and promotion.Two, large travel agency transnational, in-depth strategy From the world of international tourism industry situation, transnational management is a very common phenomenon, the transnational management, can enlarge the scale of enterprise, directly into the source country market, strengthen the destination travel agency and tourist communication and understanding, the choice of busine travel services to attract more tourists.TUI group to open up the market in the world, transnational management has become a key part of their growth strategy, in 2005 April, TUI AG through the acquisition of India dealer Le Paage 50% stake in the company to enter the market in India.The joint venture company has set up a tourism wholesalers, it also will be responsible for the India market within the European tourists.In the summer of 2004, TUI by entering the Ruian market and the Ruian tour wholesaler
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Mostravel combined company.TUI was originally held the Ruian TUI Mostravel 34% of the shares, but from the beginning of 2006 will reach 51%.Tui Travel Co.Ltd.was established China for group provides a new platform for mining China market, but also make China become its busine and leisure travellers.In addition, many travel agencies have taken transnational merger, a strong alliance, merger frenzy continues to rise.Three, small and medium-sized travel agencies specialized, combined with busine strategy Small travel agencies face fierce competition brought about by the scale management of travel agency, began to consider how its foothold in the market.Depth development of products in a large travel agency at the same time, the medium and small travel agencies began to subdivide the tourism market, to focus on a particular market concentration of its advantages, the formation of special products or special service, go specialization road.In Germany, a number of small and medium-sized travel company is another way, to seek survival and development through the development of forest tourism, rural farm tour, mountaineering tour and youth home, tourism.These characteristics of tourism in Germany has a long history, loved by the people, has become an indispensable and important component of tourism in germany.In their respective development profeional operation at the same time, small and medium-sized travel agencies also through various joint, franchising and other means to expand the strength, to realize their own development by increasing the union influence.Small travel agencies can achieve economies of scale through the chain, get bulk buy advantage, 2
enhance the ability with suppliers for a supply of sth., increase market coverage, thereby enhancing the attractivene to customers.In 1989 38% USA, retail agents composed of multiple vacation and Leisure Tourism Aociation (vacation and pleasure travel consortums), 13% of the retail agents composed of Busine Travel Aociation (corporate travel consortiums).By 1994, according to American travel agents (ASTA) showed that one of the survey, the independent travel agents have 59% belongs to some large retail marketing organization.In the UK, chain operation has become the main development trend in recent years travel agents operating.The traditional development of British travel agents are regional, the expansion of the regional integration, after entering 1980 age, travel agents began to expand the state, manifested as Dalian lock buyout smaller chain, forming a strong chain group and large tourism group competition.Four, the network marketing strategy The development of the network plays a more and more important role in the travel agency busine development proce, so the foreign travel agencies in the management strategies are very aware of the application of network method.For example, My Travel in 2005 November in the UK closed down 110 \"Going Places\" to accelerate the contraction plan store store.At the same time, group adhere to the strategy to expand sales through direct channels, its retail outlets located in the main street.Make travel line needs greater flexibility, to meet the needs of the market adjustment of product, at the same time travel agency industry is trying to cut costs, through online sales of tourism products distribution, so the network technology has been widely applied.
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外文翻译：
国外旅行社旅游发展战略
一﹑品牌战略
品牌战略就是高屋建瓴地将品牌建设提升到企业经营战略的高度，是以建立强势品牌、创建品牌价值为目标的企业经营战略。国外旅行社非常重视品牌建设，它们在制定企业发展规划和预算时，一般会把开业之初的一两年内企业经营利润预算为亏损，很重要的一个原因就是将大量的资金用于品牌建设与宣传促销方面。
二﹑大型旅行社跨国化、深入化经营战略
从世界国际旅游业界的情况来看，跨国经营已是一个相当普遍的现象，通过跨国经营，可以扩大企业规模，直接进入客源国市场，加强目的地旅行社与旅游者之间的沟通和了解，吸引更多的旅游者选择本企业的旅行服务。
TUI集团在全世界范围内开拓市场，跨国经营成为其增长战略的关键部分，2005年4月，TUI AG通过收购印度代理商Le Paage公司50%的股份进入印度市场。合资公司已经建立了一个旅游批发商，它同时也将负责印度市场内的欧洲度假游客。2004年夏季，TUI通过与俄罗斯旅游批发商Mostravel组合资公司进入了俄罗斯市场。TUI最初持有俄罗斯TUI Mostravel中34%的股份，但是从2006年开始将会达到51%。途易中国旅行有限公司的成立为集团提供了新的平台来挖掘中国市场，同时也使中国成为其休闲和商务旅游者的目的地。
另外,其他很多大旅行社也都采取了跨国兼并、强强联合的方式，兼并狂潮不断兴起。
三、中小旅行社专业化、联合化经营战略
中小旅行社面对大旅行社的规模化经营所带来的激烈竞争，开始考虑自身如何在这个市场上立足。在大型旅行社进行产品深度开发的同时，中小型旅行社开始针对旅游市场进行细分，集中自身的优势来专注于某一特定市场，形成特色产品或特色服务，走专业化经营的道路。
在德国，一些中小旅游公司则另辟蹊径，通过开发森林游、乡村农场游、登
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山游及青年之家等特色旅游来寻求生存和发展。这些特色旅游在德国历史悠久，深受人们喜爱，现已成为德国旅游业中不可缺少的重要组成部分。
在各自开展专业化经营的同时，中小旅行社还通过各种联合、特许经营等方式扩大实力，通过增大整个联盟的影响力来实现自己的发展。中小旅行社通过连锁经营可以达到规模效益，获得批量购买的优势，增强与供应商讨价还价的能力，增加市场覆盖面，从而增强对顾客的吸引力。
在美国，1989年38%的零售代理商组成了多个度假和休闲旅游联合体（vacation and pleasure travel consortums）,有13%的零售代理商组成了商务旅行联合体（corporate travel consortiums）。到1994年，据美国旅行代理商（ASTA）进行的一次调查表明，有59%的独立旅行代理商属于一些大型的零售市场营销组织。在英国，连锁经营成了近年来旅行代理商经营的主要发展趋势。英国旅行代理商的传统发展是地区性的，其最初的扩张为地区一体化，进入1980年代以后，旅行代理商开始了国家化扩张，表现为大连锁买断较小的连锁，形成了强大的连锁集团和大型旅游集团竞争的局面。 四﹑网络营销战略
网络的发展在旅行社的经营发展过程中起到越来越重要的作用，所以国外的旅行社在经营战略上都非常注意网络手段的应用。例如，My Travel 2005年11月在英国关闭了110家“Going Places”店面来加速店面收缩计划。
同时，集团的战略坚持通过直接渠道来扩大销售份额，其零售网点多分布于主要街道。
旅行社线路的制定需要更大的灵活性，要适应市场需要调整产品，同时旅行社业试图削减成本费用，通过在线销售实现旅游产品的分销，因此网络技术得到了广泛应用。
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