Study On The Development Strategy Of Island Tourism Based On Blue Ocean Strategy

In recent years, with the rapid development of the global economy, and the development of island tourism gradually rise to around the world international tourism island, a small home in front of the fishing family music, modern island tourism is to leisure, diversify the direction of development become most able to embody the meaning of leisure tourism form. Zhoushan islands, as the largest island in China, has a unique landscape, a large number of historical sites, the development of the island tourism industry to promote economic development, cultural communication and ecological protection of the island has an important role. It is the main task of this paper to find the suitable strategic orientation and the corresponding development strategy for the tourism industry of Zhoushan islands.The overall structure of the paper is divided into three sections. The first part introduced related concepts and tools of the blue ocean strategy, to lay the theoretical foundation for the whole paper. The second part summarizes the current Island Tourism in China and Zhoushan island tourism industry present situation and find out the problems; the third part is to develop Zhoushan Island tourist blue ocean strategy, and according to the executive problems found in the process of strategy to find out the corresponding marketing strategy.In this paper, the three places of Sanya, Gulangyu Islet, Mount Putuo as the reference point of the consumer, the current situation of domestic island tourism research and analysis, for the industry to make market analysis and forecast. First find out current industry pay attention to the value of the elements, in order according to the draw is in the competition in the Red Sea, the island tourism industry strategic layout; then use three analysis tools of blue ocean strategy and six criteria to build Zhoushan island tourism market boundaries; then for tourism development value elements make changes, and draw out the island tourism in Zhoushan new strategic layout diagram; in the final analysis, strategy implementation obstacles encountered in the process and exploring solutions.