Research On Development Strategy Of Jilin Province Hengyu Cultural Tourism Group

In the process of China's reform and opening up,the national economy has continued to grow and once became the second largest economy in the world,and the cultural tourism industry has also played a key role in the process of economic development.Since the "Thirteenth Five-Year Plan",the country has successively introduced a series of policies to promote the development of the cultural tourism industry,making the tourism industry a national strategic industry,and China is entering a stage of two-way interaction and a virtuous circle of the tourism consumer market and the investment factor market.A large amount of capital has entered the tourism industry,and many tourism companies have also accelerated the pace of expansion.The same is true of Hengyu Cultural Tourism Group.In the process of continuous expansion,it also faces strategic adjustment issues.This article takes Jilin Province Hengyu Cultural Tourism Group(hereinafter referred to as "Hengyu Cultural Tourism Group")as the research object to study its corporate development strategy.Firstly,the research background,research significance and research methods of the selected topic are described.On this basis,the enterprise situation and business status of Hengyu Cultural Tourism Group are introduced,including the company's organizational structure,profitability,and business distribution.It is pointed out that the main problems of Hengyu Cultural Tourism Group at present are the poor cooperation between the group's subsidiaries,the slowdown in the business volume of the tourism business segment,and the serious brain drain.Through the PEST model,analyze the policy environment,economic environment,social environment,and technical environment of Hengyu Cultural Tourism Group to clarify the macro environment of the enterprise;by using the Porter Five Force Model,the current situation of Hengyu Cultural Tourism Group is Analyze the competitive environment;analyze the internal resources and capabilities of Hengyu Travel Group;analyze the advantages,disadvantages,opportunities and threats of the enterprise through the SWOT model,and finally conclude that the enterprise should use the ST strategy to prepare for the final strategic choice of the enterprise.Finally,formulate the group's development strategic goals and implementation plan.The vision and mission of the company were put forward,the short-term,medium-term and long-term strategic goals of the company were clarified,and the ultimate goal was determined to be an industrial clustered modern cultural tourism enterprise integrating tourism services,investment operations,tourism retail and tourism financial services,And finally achieve overall listing.With regard to the implementation of strategic measures,through the optimization of organizational structure,adjustment of business layout,improvement of marketing models and other means,combined with strategic safeguard measures,to ensure the successful completion of corporate strategic goals.Based on the research on the development strategy of Hengyu Culture and Tourism Group,this article believes that Hengyu Culture and Tourism Group should adopt relevant diversification and backward integration strategies in the future development process to ensure the continued operation of the original tourism business and expand the scenic area business in the upstream of the industry chain.Develop tourism commodity business and tourism finance business,and seek new profit growth points.It also provides ideas for the transformation and upgrading of Chinese traditional cultural tourism enterprises.