Research On The Expansion Of The Market About ZBJQGL Company Based On The Blue Ocean Strategy

With the deepening of market economy and reform, China’s tourism indust ry began rapid development since twentieth Century 90 years, more and more tourism provides products and services of tourism enterprises. In order to gain a firm foothold in the market and seek a space for one person, many small an d medium-sized tourism enterprises generally use the90’s of last century USA s trategist Michael Potter put forward the famous strategy of cost in the lead, th ree basic competitive strategy of differentiation strategy and focus strategy, in o rder to make a profit, to maintain their competitiveness. This is known as the competition as the center of the traditional "red sea strategy", the Red Sea me ans the bloody competition.Today, competition among tourism enterprises is bec oming increasingly fierce, all tourism enterprises almost take the price war, adv ertising war, promotions warfare, war service toestablish their own competitive advantage, to defeat the rival. However, the traditional means of competition d oes not make enterprise profit increase, also did not defeat the competitor,but t hat all firms in the market are faced with low profit or loss situation, small a nd medium-sized tourism enterprises for their own reasons, in the traditional b usiness strategy they are developing space more narrow, bear in the fierce the competition pressure is more and morebig. In this case, the small and mediumsized tourism enterprises to survive in the fierce competition in the market and development, how to order from the competition in the talent showing itself, how to avoid the risk, how to gain a foothold in the industry, has become an unavoidable issue. At this time, emerge as the times require innovation is the core of the "Blue Ocean Strategy".Aiming at the limitation of the theory of competitive strategy, the South Korean strategist at W- money- Professor Jin and American strategist Renee Moborne professor in 2005 proposed the concept of blue ocean strategy. "Blue ocean" as opposed to "the Red Sea". The traditional ultra competitive market is the "Red Sea", and "blue ocean" is an unknown marketspace, there is no co mpetitive field. The enterprise can get new market areas through valueinnovation means, get faster growth and higher profits. In this paper, through theoretical analysis tool for the blue ocean strategy will be analyzed elements of ZBJQG L company at the market, and to make or modify the blue ocean strategy theo ry, put forward the market development strategy based on ZBJQGL, in order t o achieve the purpose of further open up the market.