Research On The Development Strategy Of Shandong Yiyuan Tourism Industry Based On Value Chain Theory

Tourism has an important position in the socio-economic activities, and with its strong momentum ofdevelopment, it has become the main force in the economic growth. For the tourism industry in Shandong,because of its development as well as outstanding contributions to related industries, it has become astrategic pillar industry of the national economy. In the middle of Shandong Province, Yiyuan Countymembership of Zibo City,is the birthplace of Shandong ancient human、Shandong’s ecological Heights、cave hometown in northern China and Cowherd township. Make the natural landscape, cultural landscapeand ecological agro-industrial landscape as a whole, it has huge development potential.In an era of change, development of the tourism industry is facing challenges, Tourism industrymanagement transition from process management to strategic management, only make forward-lookinggrasp of this trend, can be in a favorable position in the competition. In this paper, we use value chain as aanalysis tool, for the regional tourism industry, aims to build competitive advantage in the developmentstrategy of the system, we think value chain management is a new perspective of the regional tourismindustry, using value chain strategic management to enhance industrial competitiveness, gain competitiveadvantage.Generating process of the value chain is the process of value creation, aggregation of productdevelopment and marketing. Therefore, it is significant to use value chain theory analyzing industrialstrategy formulation.This paper analysis Yiyuan tourism industry’s strategic upgrading in perspect of theindustry value chain,In order to enhance the level of Yiyuan tourism industry chain, to improve the valueof the tourism industry level. This paper use SWOT analysis Yiyuan tourism’s "value creation chain" and"secondary value chain",Including the advantages, weaknesses, threats and opportunities of tourismresources, tourism products, tourism channel, tourism customers, travel technology, and other elements oftravel human resources, Thus constructed tourism industry value chain development strategy system ofShandong Yiyuan, which based on the basic value chain, extending value chain, expanding value chain,virtual value chain, network value chain, This paper analyzes the tourism value chain of Yiyuan at theregional level, and integrate SWOT analysis paradigm, constructing development strategy system of thetourism value chain,making value chain have applications in theory and practice of Yiyuan tourism.