Study On Development Strategy Of Tourism And Leisure Industry In Wanli District Of Nanchang City

With the rapid development of economy in china, more and more people with much more revenues faced much pressure and tension. So they increase much demand for leisure. As the same time, the advent of new era of tourism makes tourism and leisure industry becomes the most popular consume of tourism. And it also becomes the new development direction of the tourism in future. The development of the tourism and leisure industry not only increases the income of local residents and improve the local economy, but also is a way that accelerate the transformation of economic development and promote the optimization and upgrading of economic structure. The nation focus on develop the tourism and leisure industry among an important part of building a modern industrial system and provides a good policy to develop tourism and leisure industry. Meanwhile, it’s important to take a good chance to develop tourism and leisure industry under new environment and how to adjust the developing strategies for the development of enterprise. Meiling have many advantages to develop tourism and leisure industry.Such as Meiling scenic with a good reputation for “National Forest Park” and “national key scenic spots”, it has rich tourism resources and a good foundation of vigorously developing the tourism and leisure industry. Thus, the paper take Meiling scenic as an example for explore the developing strategies of tourism and leisure industry in the Wanli District of Nanchang City based on SWOT analysis. First of all, the paper structures research thinking and approaches and Analyzes the theory related to strategic development and defines the related concepts.the paper bases on all above theory. Then, after analyzes the status of development and common problem of tourism and leisure industry in the district of Wanli, Nanchang,the paper analyzes the problems exist in Meiling. For instance, in Meiling the type of consumers is simplification, the investment is insufficient, the infrastructure needed to be improved, the limited products of tourism, Tourism experience lack of ductility, tourism advertise lack of innovate. Meanwhile, the paper analyzes detailedly the internal and external environment in Meiling and research the different develop strategies by the matrix of SOWT. Finally, the paper summarizes the concrete solution of adjustment strategy based on the real problems of Meiling in process of development. Such as to strengthen the construction of infrastructure, to create the unique tourism products, to adjust the marketing strategy for promoting the brand image, to build the system of investment and financing and to introduction of training professional talents. These measures will solve the existing main problems of the scenic and strengthen brand image of the scenic and promote the healthy and sustainable development of the scenic.