Research On Tourism Products Development Strategy Of JST

Along with the development of economy and the enhancement of national strength in China, tourism has achieved vigorous development, and is considered as regional strategic industry to be accelerated for its industrial characteristics of low resources consumption, big drive factor, much chance of employment, and good comprehensive benefit. JST group as the largest sole state-owned enterprise in J tourism region, face the increasingly complex and fierce environment of market competition, how to utilize Strategy of Tourism Products to make best use of the advantages and bypass the disadvantages, how to achieve win-win of economic benefit and social benefit through the advantages of product resources, has the vital important significance for the development of JST group. According to the research train of thought "discovering problem→analyzing problem→resolving problem”, the paper utilizes theory, methods and tools of product strategy of enterprise to analyze and discuss thoroughly.SWOT Analysis and Potter Five Competition Analysis model are used comprehensively to analyze the macro environment and the competitive environment of JST group, and to find out the opportunity and threats which JST group is facing, then to make clear its advantage and disadvantage through analyzing inner resources and ability of itself. On basement of it, through product life cycle theory, present condition of product of JST are analyzed and summarized further, then to work out the product development strategy that suit JST group, and by finding the Break-even Point to make the optimization of the product mix, at the same time, with the view of future, the means of the new product development and package product is given.At last,to put forward the suitable implementation strategy and security measure.Not only to the product of JST group, the conclusion of study of the paper put forward decision reference to realize the plan of the long-term competitive advantage and sustainable development, but also to the relevant tourism enterprise working out product strategy and development plan of future, there is a certain reference value.