earticle

영어

The travel agencies in Korea is confronting with external and internal factors. The external factors are commission cut of airline companies, participation of large enterprises in travel industry and perishment of industrial classification. The internal factors are most related with lack of funds. In order to get through this serious crisis, strategic alliance is drawing attention by travel agencies to cover their weakness and to strengthen their power.
From private enterprises such as airline companies to local governments, the partners for alliances are various and the aspects of alliances are many from cooperative marketing to joint ventures.
However, it is true that the alliances have been made only on the economics of scales not considering their own style. In order to lead the alliance to be long-lasting and more effective, 4 steps can be suggested : analysing their own core ability, targeting specific purpose, searching the optimal partner, make the constructive and developing mutual value system.