The Research On Value Chain Competitive Strategies Of Forest-tourism Industry Of Hunan Province

This thesis first states the definition of forest-tourism and forest-tourism industry, the contents and features of forest-tourism industry. It analyzes the comparative advantage of the forest-tourism in Hunan province and points out its three aspects: 1. Hunan has special forest-tourism resources; 2. Hunan has a good combination and distribution of various forest-tourism resources; 3. Hunan is blessed with abundant special resources that offer favorable conditions for various special forest-tourism activities.Hunan is reviewed favorably from home and abroad for its outstanding natural forest-tourism resources. However, our forest-tourism industry is not strong enough and faced with fierce competition from home and abroad. Then after putting forward the competitive value chain theory, this thesis analyzes the competition faced by the Hunan forest-tourism industry. The theory of competitive advantage in value chain advanced by Porter provides a sound theoretical foundation for us to analyze the core power and to learn and explore the comparative advantage of our tourism industry. This theory can meet the real demands of the development of our tourism industry. Consequently, implementing value chain development strategy is a key issue for our tourism enterprises to promote core competitive competence.This thesis focuses on analyzing the basic elements in value chain of forest-tourism and explores the value chain competitive strategies of forest-tourism industry in Hunan province from three aspects, i.e., industry groups, tourists attractions (and products) and tourism enterprises. After 20 years'development, the structure and cooperative ways of the tourism industry value chain in Hunan province have changed a lot. To be more specific, there are more specialized tourism enterprises. And these enterprises used to cooperate mainly by exchanging their products and services, but now their cooperation has gradually turned into the profound one characterized by strategic union, having complementary advantages, mutual sharing resources, having similar processes and cultural blending.In the last part of the thesis, the following conclusion is drawn by the author: in the long run, current competition among enterprises will be replaced by the competition among the enterprise groups based on value chain. The tourism enterprises in our province, especially the leading enterprises, should manage to keep themselves in the key positions and to maintain their competitive advantage by adapting to the continual changes of the value chain. And meanwhile they should closely watch the development and evolution in the industry, grasp the favorable opportunities to change the resources advantages into enterprises ones and actively take the responsibility of managing the whole industry chain. Only in this way can they achieve a reasonable structure of the industry chain and high cooperative efficiency, and lead the whole industry to cope with the competition coming from other relevant industries with the purpose of maintaining the competitive power of the whole industry and maximizing the profit of the value chain.