Research On The Developing Strategy Of GL Company’s Industrial Tourism Project

Experiential industrial tourism is a multiple tourism not only focused on the product introduction and culture communication but also on customer experiences. In this process, enterprise can show to the public its technology, process, product and material. But more importantly disseminate the company’s culture to tourists. Tourists can also get to know the story behind the enterprise and get the deep resonance. In this way, consumer-company identification and loyalty are improved, which is an important part of strategy management. The idea of this paper is using the method of literature summary to analyze the industrial tourism and HAMP theory. In reference to the "Five Forces Model",we analyze the environment that GL company faces and find out the correct developing direction.GL company is chosen as a research object, hoping to make a plan on developing strategy through experiential industrial tourism. It is a supplement to the domestic study of industrial tourism and an extension of the strategic management theory. Experiential tourism can not only bring economic benefits to the enterprise, but also help enterprise establish its brand. This paper attempts to establish GL company experience strategy mode of industrial tourism to improve the core competitiveness of enterprises, provide a plan for the development of enterprises and improve the enterprise development strategic planning.First the experience of industrial tourism, HAMP theory analysis, so as to lay a foundation for the research, and then of GL company experience industrial tourism project status were analyzed, including the status of the company introduction, company’s strategic environment analysis, analysis of industrial tourism resources, four aspects of industrial tourism market analysis. Company introduction mainly includes two aspects:company profile and the present situation of strategic management. The company is on the company’s establishment, development, process, benefits and other aspects are introduced, mainly including the strategic management of the company adhere to the brand culture strategy, adhere to innovation, adhere to the brand extension of brand marketing innovation strategy, adhere to the diversification strategy four aspects; strategic environmental analysis mainly uses Potter’s five forces model from the existing competitor analysis potential entrants, analysis, analysis of alternatives, the five aspects of the bargaining power of buyers and suppliers bargaining ability analysis; analysis of advantages and opportunities, GL company faces disadvantage and risk analysis of industrial tourism resources project experience, think the advantages and opportunities of GL, including brand awareness, advanced technology, high good location, rich cultural heritage four aspects, disadvantages and risks include the experiential tourism industry project Hair is not mature, the experience type industrial tourism consciousness weak, experiential tourism industry lack of good planning in three aspects; experience industrial tourism market analysis of the project mainly includes increase consumer loyalty, enormous potential spending power and potential customer group three aspects of stability. Through the current analysis of GL industrial tourism brand has a potential market, and did not give full play to the GL’s brand effect; GL company experience type industrial tourism market analysis, think GL company experience type industrial tourism project has huge potential consumer and stable potential customer base.In GL company experience industrial tourism project status analysis based on the proposed GL company experiential tourism industry project development strategy, mainly including experience industrial tourism project design, implementation strategy, experience type industrial tourism projects result analysis of three aspects of industrial tourism project development experience. The experiential tourism industry project design mainly includes the construction of experiential tourism industry project of ecological system and experiential tourism industry development strategy in two aspects of the design project. The experience of industrial tourism project development and implementation strategy mainly includes two aspects of project implementation strategy and security strategy. Among them, industrial tourism development strategy, including the pioneering and the five aspects of the customers, improve media publicity, improve the management of enterprises, strengthen government guidance, to promote tourism cooperation etc.; security strategies, including the four aspects of development strategy, corporate culture, organizational system, performance appraisal, etc.. At the end of the GL project of experiential tourism development effect is analyzed, including the effect analysis, has formulated three aspects to predict the future development goals and strategies for future development. Among them, LG experience industrial tourism project customer and sales showing a trend of increasing year by year, in the implementation of experiential tourism industry in the future has a good momentum of development, and adhere to the principle of industrial tourism development premise from the culture learning concept and strengthen knowledge management put forward the future experience industrial tourism project development strategy.In this paper, GL’s experiential tourism industry development projects are studied and certain results are achieved which have certain help in the GL’s strategic management and the improvement of its core competitiveness. In the next study we hope to make an analysis on the benefit that industrial tourism may have and establish an evaluation system to provide reference for different companies.