Research On The Development Strategy Of Hangzhou Yuhang Tourism Group

In recent years,with the sustained and stable growth of domestic economy,national average income and consumption capacity increased substantially,domestic tourism market is entering into another “Golden Era”.However,with the rapid development of the tourism sector,the market competition becomes increasingly fierce and operation cost rises dramatically,so businesses and companies in the sector are impacted hugely and have unprecedented threat.In this situation,the establishment of effective development strategy is very important to the survival and development of traditional tourism enterprises.This paper,taking Hangzhou Yuhang Tourism Group as the research object,based on strategic management theory and tourism strategy,levering PEST,Five Forces Model,SWOT-AHP and GE Matrix,analyze the macro environment,competitive environment,internal environment of the group and establishes strategy including overall strategy(Involving vision and mission,ideas and target,core capabilities and business portfolio etc.),business strategy(basic business,investment strategy and emerging business strategy),and puts forward implementation paths and supporting measures.This paper elaborates on a series measures including reshaping corporate image,strengthening core competence,enhancing business cooperation,improving human resources,structuring scene marketing and establishing dynamic control and other security measures,which enhance the capability of group control,capital operation ability,the capability of integrated resources,organizational execution ability,brand promotion ability and marketing planning capability,with the aim to become a "high-end living service platform with retail trade as the core business and to meet the diverse needs of consumers".The research results not only provide constructive thinking for the group to explore new retail transformation,but also provide reference value for other tourism enterprises to establish their own strategies.