Peach Blossom Island Health Tourism Development Strategy

Tourism is one of the largest and most rapid-growing industries in the global economics.Meanwhile, tourism is also one of the industries that agree with the thought of environment-friendly and sustainable development, which has become an irresistible trend of contemporary global economics.China has defined tourism as one of the mainstay industries and has given it a great amount of emphasis and support. Along with the consistent increasing of GNP and citizen income level,the consuming market will keep expanding and consuming structure will also upgrade.Under this background, the domestic tourism has a very potential market and a bright prospect.Nevertheless, the domestic tourism today is still under developing. There are a lot of problems need to be explored and a lot of details need to be improved, including the rational using of travel resources, the appropriate positioning of traveling destinations, the opening up of new market divisions, the differentiation of traveling products, and the diversification of developing patterns.This paper has carried out the strategic analysis of Peach Blossom Island through the scanning of its macro-economic environment, industry environment, market competition environment and internal resources environment. And based on the analysis, this paper has finished the strategic planning including the developing vision formulation, market segmentation and positioning, product portfolio designing, and marketing pattern designing. Through this case, this paper has explored the issues such as how to exactly define the target consumer group according to the travelling resources and competing situation of a particular resort in order to differ with the other competitors in the travelling market; how to combine the traditional culture of Taoism with popular life style and present the idea of Taoistic health idea through the services content and details of a travelling project, and build the core competency; how to bring a new marketing pattern into the travelling project; how to achieve the expansion of Ysntourism through the multi-scenic operation and value chain extension.This paper expects to promote the diversified development of domestic travelling, the better protection and utilization of travelling resources through the case study and practices on the one hand. On the other hand, this paper also hopes to improve and develop the strategic analyzing patterns of traveling projects and is ready to provide references for the decision making of other projects.