Development Strategy Research Of Shandong Expressway Service Area Management Co., Ltd

The length of China’s highway opened to traffic is more than 80000km since Shanghai to Jiading’s highway completed in 1988, ranking thesecond in the world. The highway service area industry has entered aperiod of rapid development. A scientific and suitable developmentstrategy by Shandong High-Speed Service Area Management LimitedCompany is the key to retain company’s competitive advantages andsustainable development. This paper based on the relevant systemanalysis of strategic management theory, through macroscopic andmicroscopic, qualitative and quantitative as well as continuous analyticalmethod, made a systemic study in order to seek the best developmentstrategy for the service area company.Based on the SWOT strategic orientation of service area company, Itis necessary to determine the company’s overall development goals,according to the development goals, to identify a clear developmentstrategy, namely that highway service area as a foothold in this operation,in the realization of“transportation services”business developmentprocess, to build the professional and standard service ability and servicebrand in many field such as supermarket chain, restaurant, hotel, oil retail,automobile accessories and other business through mergers, acquisitionsand co-operation, to develop a business model which has a set ofsupermarket chain, restaurant, hotel, oil retail, automobile accessoriesand other business in one service integrated system and output capability,as well as use both single item project service and integrated serviceoutput to construct a market-oriented competitive advantage, to Integratecommercial resource and surrounding resources, enter the high-endcommercial field massively, take control of scarce business resourcesthrough capital operation, strategic cooperation, rental method etc. also to establish a competitive advantage with both commercial properties andcommercial service by the aid of the unique competitive ability ofprofessional service products as well as integrated service businessmodel, complete the overall business transformation of service areacompany.This paper mainly to have the company’s actual situation as thebackground, the strategic management theory as practice, to find thebreakthrough point, give full play to the importance of strategymanagement. This article from the service zone extends to the wholehighway service area industry, fan out from point to area, both theoreticaland practical, to look forward to the company, service area, service areaof expressway industry and related enterprises strategic managementresearch. We hope this information is of assistance.