Reseach On The Development Strategy Of Qingdao Tourism Group Co.LTD

In recent years,with the rapid growth of China's economy and people's income,and the fast development of science and technology,the tourism industry has undergone great changes.The traditional six elements of the tourism industry,including food,accommodation,transportation,travel,shopping,and entertainment,have also been greatly expanded.Various new forms of tourism,such as smart tourism,regional tourism,tourism + sports,and tourism + aviation,have emerged in an endlessly.Tourism enterprises can no longer simply rely on "tickets economy" and present "small,scattered,and weak"phenomenon.These enterprises will have to pioneer in the whole tourism industry chain integration and associated tourism supporting industries development.This requires some large and medium-sized tourism groups with complete industrial chains in the market,using the mastery of policies and resource advantages,to promote the benign and rapid development of the local tourism industry as the vanguard.Qingdao is an important tourism city in the north of China.Qingdao Tourism Group Co.,Ltd.was established in November 2013 and is currently the most competitive large-scale state-owned tourism group with the most complete industrial chain in Qingdao.It has a registered capital of 2 billion yuan and total assets of 8.5 billion yuan.However,the group has only been established for a short time and has not yet established its own enterprise development strategies.The assets and personnel integration tasks are heavy,the popularity is not high,the advantages of the whole industry chain are not utilized,and the profit level is relatively low.The SCO Summit 2018 was held in Qingdao,giving the group unprecedented opportunities for development.This thesis studied the development strategy of Qingdao Tourism Group.Firstly,it collected relevant literatures on the development strategies of domestic and foreign tourism groups in recent years.On the basis of research,it briefly introduced the development history of Qingdao Tourism Group and the main problem in the current operations.Secondly,the current status of the group was analyzed from external environment,competitive environment and internal environment.The external environment was mainly analyzed by PEST analysis.The competitive environment was mainly analyzed by Michael Porter's Five Forces Model.The internal environment mainly included organizational structure,human resources,financial management,cooperative resources,and brand resources.Then,the SWOT analysis was used to comprehensively analyze the strategic environment,and it was finally determined that the group should adopt the Growth Strategies,make full use of the existing advantages of the group,seize the market opportunities,expand the summit effect,and actively expand the market and expand the enterprise scale.Using the BCG matrix to analyze the group's seven major business segments,it was determined that the group should take the core business as the relevant diversified development strategy,strengthen the marine tourism and festival exhibition business,and develop travel + sports,travel+ retirement,travel + culture,travel + aviation,and other new tourism businesses,actively undertake urban public services,broaden business channels,and strive to develop a diversified development path.This study combined the group's vision to sets specific development goals for the enterprise,and designed internal development as the main development mode,with mergers and acquisitions,strategic alliances,and long-term contracts as the auxiliary modes.Finally,this study expounded the specific strategic implementation measures from the implementation of brand strategy,the construction of investment and financing innovation platform,the operation of state-owned capital investment operations platform,and the role of public service.This study also put forward corresponding safeguard measures from six aspects:strengthening publicity and education,constructing management system,responding to SOE reform,strengthening talent construction,reshaping corporate culture,and strengthening information management.The innovation of this study is as follows:first,from a research perspective,it was to promote the development of regional tourism industry and to design and study the development strategy of enterprises from the purpose of leading the overall development of Qingdao tourism industry.In the formulation of development goals,this study took "all-around,all-factor,and all-time-space"as the overall orientation;in the formulation of brand strategy,the "Qingdao classic" and "Qingdao tourism"were created with the thinking of"grand tourism" and"all-around tourism".It also focused on the integration of regional tourism resources and tourism assets in the implementation of the strategy and reclassified the public welfare services undertaken by enterprises.Second,this paper took the "Tourism+" integration model as the key strategic idea,based on the existing tourism resources and organizational structure of Qingdao tourism group,and exerted the diversified advantages of the Group to redesign the "tourism+" development model of the enterprise.This not only had guiding significance for the future development of the group,but also provided references for China's tourism enterprises,especially the state-owned tourism groups.Meanwhile,it can provide enterprise examples,information support,and scientific basis for the government to guide the decision-making of state-owned enterprises.