Research On Market Development Strategy Of Tianle Lake Holiday Resort

With Views on Speeding up the Development of Tourism launched by the state council and implemented Tourism Law in October 1,2013 officially,tourism positioning has reached an unprecedented new high,tourism market cannot get consistent development.Yizheng is a county-level city which is located in central node of Ningzhenyang,where has a favorable transportation area and a degree of tourism resources.With governmental guidance of Yizheng government,its tourism enterprise increased consistently and market is developed as well.Tianle Lake holiday resort as a tourism enterprise developed in recent years in Yizheng should replay increasingly fierce competition and chance of the 10^th Jiangsu horticultural exposition,2021world horticultural exposition which will be hold in Yizheng.Therefore,researching development strategy to Tianle Lake tourism holiday resort plays an very important role.The paper adopted four kinds of research methods:one is the paper adopted four kinds of research methods:one is literature research method.Viewing and combing relevant paper,famous works about strategic management and materials on the internet,understanding research status of current strategic management and summarized research course of tourism strategy management.Second is field investigation method.Making field investigation to Yizheng and understanding specific situation of Yizheng tourism industry directly.Third is method of comparative analysis.The strategic research on Tianle Lake tourism resort is not isolated.During the whole process of strategic analysis,refer to change of systematic environment and situation of competitive rival with consideration of the whole market environment,so that to ensure accurate and objective strategic analysis to Tianle Lake tourism resort.Finding difference from different main business and developed tourism projects of different tourism enterprises in Yizheng and making market segments.Four is data research method.Collecting data released by government and third institute and then arranging and analyzing it,controlling change trend of macro-economy and tourism market.The paper applied PEST analysis method and relevant theories of competitive environment to analyze operation environment,macro-environment,competition situation and other aspects of Tianle Lake tourism holiday,on the basis of SWOT analysis matrix and QSPM matrix analysis,it determined growth development strategy of Tianle Lake tourism holiday resort and made growth strategic plan to tourism devices quality growth,tourism products type growth and tourism consumers.Meanwhile,in order to protect successful implementation of development strategy of Letian Lake tourism holiday resort,the paper established guarantee measure to strategic implementation from three aspects of organization structure,human resources and marketing for playing a degree of guidance meaning to development strategy of Letian Lake tourism holiday resort,helping it to expand market share and increasing market location,so that to establish and keep its sustainable competitive merits in market.The purpose of research is to discuss how tourism enterprises to analyze,make and choose development strategy and determine enterprise's long-term development direction and improve enterprise's sustainable market competitiveness.