Research On The Competitive Strategy Of Xiangshawan Tourism Co., Ltd

The tourism industry is becoming an important economic growth point in recent years,based on more and more active tourism consumption of Chinese residents,expanding scale of tourism industrial,gradually optimizing industrial structure,constantly improving industrial quality and growing industrial investment.However,the single structure and low quality of tourism products and slow development rate are still big problems,as well as the insufficient development depth.Therefore,it is in urgent need to accelerate the transformation and upgrading of the tourism industry.In this case,as the only national 5A desert scenic spot in Inner Mongolia autonomous region,xiangshawan should break the shackles of the objective environment,take advantage of the opportunity to choose a suitable competitive strategy,build a high-quality leisure resort,and achieve a "win-win" economic and ecological benefits.This paper analyzes the external strategic environment from three dimensions of macro environment,industry environment and competitive environment,and studies the dynamic changes of the internal strategic environment from the aspect of resources and capabilities.Combining with the SWOT matrix analysis,it finally chooses the differentiation strategy as the competitive strategy for xiangshawan tourism co.,LTD.Strategic approaches of "service differentiation","brand differentiation" and "marketing differentiation" are adopted to achieve the competitive advantage of xiangshawan scenic spot.To make the differentiation strategy more effective,the corresponding safeguard and control measures are formulated for xiangshawan based on organization,human resources and finance,so as to ensure the implementation of the differentiation strategy.The study on the competitive strategy of xiangshawan tourism co.,LTD is aimed at improving the competitiveness of the scenic spot,and make its yearning to build a desert Disney and be a leader in the desert tourism market possible.More importantly,the study is designed to provide feasible case and good experience for leisure tourism,ecotourism and fragile environment by setting differentiation competitive strategy for this type of scenic area.