Research On The Competition Strategy Of Danfeng Cultural Tourism Investment Company

In recent years, the cultural tourism industry has been developed vigorously in China. Shaanxi province, with rich historical and cultural as well as tourist resources, began to construct ten cultural tourism projects in the entire province in 2014. Under this background, Dihua cultural tourist attraction, the unique scenic spot in Shangluo with culture as its core, the natural landscape as the backdrop, came into being. In order to make the construction and operation of the "vanguard" in full play, Danfeng government established Danfeng Cultural Tourism and Investment Company, specializing in construction, operation and management of Dihua cultural tourist attraction. Therefore, the selection of appropriate competitive strategy is of great significant for the companyFocusing on competitive strategy of Danfeng Cultural Tourism and Investment Company, the paper systematically analyzes the competitive environment, competitive strategy as well as its safeguards of the company, on the basis of literature analysis, field research, analysis, comparison, etc.. Firstly, the theory of tourism, cultural tourism, strategic management and service marketing are discussed, as the theoretical basis of this paper; Secondly, using SWOT to analyze external and internal environment of Dihua cultural tourist attraction run by Danfeng Cultural Tourism and Investment Company, the paper indicates the external opportunities and challenges, internal strengths and weaknesses facing the company; Next, the paper lists a variety of issues occurred in the process of operating Dihua cultural tourist attraction,from which, it further analyzes the causes of these problems, and by the analysis of the nature of differential competitive strategy, value chain, and five forces model, points out that Danfeng Cultural Tourism and Investment Company can only get out of the current plight of poor management by selecting differential competitive strategy from the aspects of the project settings, raw material procurement, tourism product design, facilities construction inside and outside the resort, marketing, and service differentiation, etc.; Finally, to ensure the implementation of differentiation strategy, managing, funding, organization, manpower and correction mechanisms are presented in the paper.The significance of this study lies on reverse the unfavorable position of Danfeng Culture and Tourism Investment Company in market competition by selecting an appropriate competitive strategy on the basis of the analysis of the competitive environment. Meanwhile, the study will provide reference for the development of the same type of tourist attractions.