Competitive Strategy Study Of Yantian’s Tourism

Yantian District located in the eastern city of Shenzhen, adjacent to Hongkong, LuohuDistrict to the west, north of Longgang District. Yantian District, near the sea, the naturalenvironment be richly endowed by nature, is one of the most beautiful " Gold Coast" ofShenzhen city. Yantian District government committed to build Yantian District as a moderntourist and port city, and in2009completed the first national tourism service standardizationdemonstration area. But the Yantian District in the development of tourism economy in theprocess also face some problems, such as the small area, tourism safety factors restricted thedevelopment of tourism. At the same time, also facing the periphery of city tourismcompetition. In this situation, Yantian District tourism industry should adopt what kind ofcompetition strategy, achieve better and faster development of tourism industry, make tourismas the pillar industry of economic in the District, is a urgent problem to solve in thedevelopment of the District.The paper from the background and the tourism industry characteristics, using Potter’scompetition strategy theory,the PEST analysis, five forces model of competition analysis,SWOT analysis method, analyses tourist industry macroscopical and microcosmicenvironment of our country and Yantian District’s unique tourism resources, summarizes theYantian District tourism business’ competitive advantage and disadvantage. Then putsforward the competitive strategy that suitable for the Yantian District’ tourism development atpresent,Finally the paper puts forward the Yantian District tourism industry competitive strategy,namely focus strategy. And put forward to safeguard measures to develop the tourismindustry.Such as strengthen the protection of the ecological environment, attach importanceto brand building, to further deepen the national tourism service standardizationdemonstration area construction.