Differentiation Strategy Research Of Tianmu Resort In Mingyue Mountain

With the rapid development of tourism industry in China,the resort has entered a rapid development stage.According to the latest related policies,the country to speed up the tourism also puts forward new requirements and Suggestions,such as tourism industry has become the pillar industry in the national management.This paper selects Mingyueshan TianMu resort as the research object.Using a combination of field surveys,statistical analysis,literature research,case studies,and other methods,and related to strategic management theory,the paper made specific analysis of its differentiation strategy.Firstly,the paper researched the background and insight of the differentiation strategies for the development of the hotel.Based on the book “competitive strategy”,the paper claimed the competitive strategy and differentiation strategy theory.The author made an in-depth understanding of domestic research on hotel development differentiation strategy various journals,papers,research reports and other documents,.Secondly,the paper figured out the strategic necessity of strategic construction of the resort,as well as position and strategic objectives of the in the resort within the region.The paper argued the resort is able to exploit opportunities and avoid threats,through an external factor evaluation matrix,respectively based on macro perspective and detailed analysis of the external environment of the resort.Detailed analysis is based on the policy environment,the economic environment,social and cultural aspects of environment,science and technology environment.In the end,by constructing an external factor evaluation matrix,the paper concluded the resort is able to exploit opportunities and avoid threats.Thirdly,the paper made a detailed analysis of the main aspects of the internal environment of the resort.First an overview of the development of the resort course and present state of development is made,and internal resources to carry out effective analysis;from the reception capacity,products and services,human resources management,to conduct deep analysis of its ability,In the end,by constructing an internal factor evaluation matrix,the paper concluded the resort has a better ability to make use of advantages and avoiding disadvantages.Finally,building a SWOT analysis matrix,for bathing resorts respectively strengths,weaknesses,opportunities and threats analysis,matches are SO strategic,WO strategies,ST and WT strategies and the paper confirm SO strategies for bathing resort you should choose the best combination of strategies.On this basis,by means of analysis of the QSPM matrix construction,the paper determined the differentiated strategies as an optimal competitive strategy for the resort.Finally,based on above analysis and research,the difference development path of Mingyueshan TianMu resort should be: insisting at the local market,layout around provinces,taking the innovation of natural spa leisure as the main business mode,building brand of traditional meaning hotel,meanwhile,be active into to Internet which is now a virtual commercial space,reforming service system,organization structure and enterprise culture,to make features and brand,build core competitiveness,in order to achieve a sustainable development.The conclusion of this project will also provide useful reference strategic development of other similar hotels.