Business Model Innovation Research On Qingdao Olympic Sailing Center Marine Sightseeing Tourism

Marine sightseeing tourism (hereinafter "marine tourism") is an important part of coastal tourism economy and tourism economy, of which demand is increasing rapidly in recent years with increasing national incomes. The Development Plan of Shandong Peninsula Blue Economic Zone clearly sets out the goal that creates an internationally renowned seaside tourism destination. Most high quality coastal tourism shoreline of Shandong peninsula concentrates alongside Qingdao, and the most representative core distributing center of marine tourism in Qingdao is Qingdao Olympic Sailing Center. It is next to May Fourth Square and sitting the autumn tides of Yan’er Dao. As the postgame project of Olympic sailing competition, Qingdao Olympic Sailing Center has a unique natural resources, location advantage and infrastructure. In the past six years of business development, Marine tourism of Qingdao Olympic Sailing Center has been worthy of the region’s industry focus, of which the situation of business development is exemplary and the leading role to direct the development of the whole peninsula economic zone’s tourism.The research of development strategy is an exploring and eternal subject for continued dominance in the enterprise competition and important guidance for the development of the enterprise. Marine tourism business of Qingdao Olympic Sailing Center is in a crucial period of the development, facing many problems that haven’t been able to overcome, and its business development is going to transform and upgrade. So through effectively analyzing and researching the development strategy, find out existing highlight problems in the development of business, and attempt to obtain development strategy of optimizing the business through analyzing and researching systematically, and build strategy achieved path systematically, which has extremely great significance of the business development of Qingdao Olympic Sailing Center’s marine tourism, and high reference value in Qingdao, Shandong coastal area and the whole industry of marine tourism.This paper first bases the research of previous scholars, combines general consensus of business practice, defines the concept and category of marine tourism, and generally describes Qingdao marine tourism, especially the facing highlight problem of Qingdao Olympic Sailing Center’s marine tourism business, and clarify the research object; next, the summary of this paper discusses the value chain, core competence, business model and the research history and the results of the competition strategy theory, and the fusion of competition strategy theory, proposes Five-factor Model of Business Models, provides theory foundation for the following analysis research. This paper specifically regards marine tourism business of Qingdao Olympic Sailing Center as research object, successively, uses PEST model, analyses external environment of the business development, uses Porter’s Five Forces Model, analyses competition situation within industry, analyses internal capacity of the enterprise using value chain theory and core competence theory. After using SWOT model to synthetically analyze and research internal and external environment, the author regards business model theory as a model, combines competition strategy theory, attempts to propose the development strategy architecture that optimize marine tourism business of Qingdao Olympic Sailing Center, and proposes achieved path of strategy target combining actual conditions of the enterprise. Last, the author discusses the elements of strategy implementation from six aspects, such as target management, system guarantee, products development, innovation marketing, performance assessment and risk control, and discusses guarantee of strategy implementation from five aspects, such as human resources, financial, technology, marketing and culture.Except clearly defines the category of marine tourism business, this paper proposes Five-factor Model of Business Models, and uses value chain theory, core competence, business model theory and competition strategy theory to apply to marine tourism business of Qingdao Olympic Sailing Center, which fills in the blank of the strategy theory application in this specific business field; analyses systematically marine tourism business of Qingdao Olympic Sailing Center using this theoretical model; also proposes countermeasures and suggestions of Qingdao Olympic Sailing Center’s marine tourism business and provides strategic choices, implementation steps, and security.This paper through the research of promotion and solutions of typical enterprise business, tries to resolve long-term and widespread problem of regional or even entire industry, and provides viable strategies and development directions of transformation and upgrading in the region and this industry.