Research On Development Strategy Of Zi Gong HK Cultural Tour Co., Ltd.

The Development of salt bath tourism project at Wo Long lake inZi Gong city has brought about great changes to the internal and external environmentof Zi Gong HK Cultural tour Co., Ltd., which makes it a must for the company toreview its development strategy. The old strategy as a second mover followed by thebusiness development of the parent company can’t make the company adaptable to thenew market environment. Therefore, this paper is to put up with the new developmentstrategy for Zi Gong HK Cultural tour Co., Ltd. based on the detailed analysis of itsbusiness environment, which will be helpful to the improvement of core competence ofZi Gong HK cultural tour Co., Ltd. and its healthy development.Based on the analysis of business environment of Zi Gong HK cultural Tour Co.,Ltd., it is concluded that all the political, economic, social and technical environment ofthis company is beneficial to the development of cultural tour. And the increasingmarket laid solid foundation for the revenue improvement. By SWOT analysis, it isconcluded by this paper that Zi Gong Cultural Tour Co., Ltd. has competitiveadvantages in tourism resource, capital power and project management, while it alsofaces fierce competition from the neighboring tourism resorts and tour companies. Sincethe internal advantage and external threat overweight, market diversification strategyshould be adopted by Zi Gong HK Cultural Tour Co., Ltd. to meet the new developmentenvironment. Based on the market diversification strategy, this paper also clarified thecorporate image, objects, position of products and market, which is to make thecompany be a large international tour group with healthy, leisure and modern style. Thetourism products system with healthy, leisure and modern style should be thecombination of color lamp folk custom, salt bath, modern sports and leisure. At the endof the paper, it is put forward that, in order the ensure the steady implementation of thedevelopment strategy, marketing of core tourism products should be strengthened,financing security system should be improved, company staff construction should beintensified and corporate culture construction should be developed.