Research On Problems Underlying The Operation And Management Of Ancient Town Of Guan County In Dujiangyan City And On Their Countermeasures

As tourism economy becomes an important part of national economy, Qingchengshan-Dujiangyan, one of the world’s cultural heritage sites, enjoys favorable advantages in ecological and human resources. Besides its position as the pillar industry of Dujiangyan City, tourism industry has also become the "engine" of Dujaingyan City that drives the balanced development of urban and rural areas.The8.0magnitude earthquake that hit Wenchuan on May12,2008not only threw a heavy blow to urbanization in Dujiangyan lying on the Longmenshan seismic belt, but also had a significant impact on tourism economy. According to the requirements made by Sichuan Province for post-disaster reconstruction and those by Dujiangyan City for building international tourist destinations, the People’s Government of Dujiangyan City is committed to building Dujiangyan City into a key demonstration area renowned as "world ecological garden city","famous international tourism city" and "destination for world heritage tourism and landscape garden " as early as possible. To achieve the goal, the People’s Government of Dujiangyan City has made great efforts to carry out the project known as "Ancient Town of Guan County", aiming at developing ancient town of guan county into the third name card of international tourism city second only to Qingcheng Mountain and Dujiang Weir. To achieve this goal, the construction and operation of ancient town of Guan county in Dujiangyan City will follow the innovative thinking that both local features and inclusive feelings are highlighted so as to adjust the industrial structure in core urban areas and drive the transformation of regional economic development mode in Dujiangyan City.Dujiangyan Ancient Town Business Operation and Management Co., Ltd (hereinafter referred to as Management Company) is a shareholding enterprise jointly funded by the platform companies of Dujiangyan Municipal Government and private capital, but managed by Dujiangyan Municipal Government in a micro and indirect manner. The company was officially established in May,2012, whose main business includes the following tasks with respect to its operation and management:investment management, business operation, property management, marketing, public resources operation, and tourism building and so on.According to our practical work experience on the operation and management of ancient town of Guan county, the author has found that there are many problems, which have a significant influence on its efficiency and effectiveness. As the leader chiefly in charge, the author hereby implements the principle of "putting into practice what one has learned" to improve the operation and management of ancient town of Guan county, which can be illustrated by the fact that the author applies the theoretical knowledge of EMBA into solving the problems occurring in practical work. This academic paper takes Research on Problems Underlying the Operation and Management of Ancient Town of Guan County in Dujiangyan City and on their Countermeasures as its theme. Through an overall review and profound analysis, the author focuses on gaining a correct understanding of the background, advantages and disadvantages of the operation of ancient town of Guan county by means of analyzing the cases of running and managing ancient towns both within and beyond Sichuan Province. Based on their experience, the author aims at finding out the reasonable routes to run and manage ancient town of Guan county.After having teased out the problems underlying the operation and management of ancient town of Guan county, such as disordered management system, dissociation of construction and operation, poor overall marketing, insufficient supporting resources, deficiency in capabilities of the operation and management team, the author tries his best to recognize the nature of these problems, figure out causes and come up with the countermeasures therefore, and ultimately ensure the effective implementation of these countermeasures. On this basis, the operation and management of ancient town of Guan county will be improved,and the realization of strategic goals for ancient town of Guan county in Dujiangyan City will be accelerated,and at last,our ability to run and manage the company will be enhanced. All this will contribute to the project that the ancient town of Guan county in Dujiangyan City will be built into a three-dimensional destination for in-depth entertainment and vacation with Qingcheng Mountain, Dujiang Weir and ancient town of Guan county.Besides,this paper is also helpful in improving operation and management capacity of the Management Company.Based on the perspective of Management Company, this academic paper adopts such theories as marketing, tourism management, human resource management, management institutions, etc. to ensure the connections between research and theories. The research follow the logical clue:raising problems, analyzing problems, studying problems, coming up with countermeasures, and finally reaching conclusions. This academic paper is devided into six chapters.