改革开放以来,伴随着青海旅游业的高速发展,青海的旅行社行业发生了巨大的变化,特别是近十年,行业规模不断的扩大,从业人员的不断增加,经营体制不断创新,经营环境的不断改善,旅行社已经成为青海拉动经济增长,扩大就业渠道的服务行业之一。但是,青海的旅行社仍然存在散、小、弱的特征:从旅行社业的类别结构来看,国内社占优势;从规模结构来看,小规模旅行社占绝对多数;从外部竞争环境看,兑现人世承诺的日期越来越近了,外资即将进入中国旅行社业争夺这块大蛋糕,同行业竞争将越来越激烈。在这种情况下,青海旅行社必须摆脱以前打价格战、打线路战、拉客户、从购物回扣中谋取利益的成本导向营销方式,重新进行营销战略定位,采取品牌战略的营销方式,才能突破瓶颈,提高整个行业的利润水平。青海旅游资源总量大、类型多、功能全、组合优良、科学文化内涵丰富。无论从总量、丰度、可持续利 Since the reform and opening up, with the rapid development of Qinghai’s tourism industry, the travel agency industry in Qinghai has undergone tremendous changes. Especially in the past ten years, the scale of the industry has been continuously expanded, the number of employees has been constantly increasing, the operating system has been constantly innovated, and the business environment has been continuously Improvement, travel agencies have become one of the service industries in Qinghai that drive economic growth and expand employment channels. However, the travel agencies in Qinghai still have the characteristics of scattered, small and weak: from the perspective of the category structure of travel agencies, the domestic community is dominant; from the perspective of the scale structure, the small-scale travel agencies account for the absolute majority; from the external competitive environment, The promised date is getting closer, and foreign investment is about to enter the China Travel Service industry to compete for this big cake. The competition in the industry will become increasingly fierce. In this case, Qinghai Travel Agency must get rid of the cost-oriented marketing methods of price war, route war, customer pull, profit from shopping rebate, re-marketing strategic positioning, brand marketing strategy to break through the bottleneck , Improve the profitability of the entire industry. The total amount of large-scale tourism resources in Qinghai, many types, full-featured, excellent combination of rich scientific and cultural connotation. No matter from the total amount, abundance, sustainable profit