Research On The Development Strategy Of Hezhou Hot Spring Football Town In Guangxi From The Perspective Of Pest-swot

Under the requirement of the 13 th five-year plan for national economic and social development of the People’s Republic of China issued by the state council in2016 that China must achieve comprehensive poverty alleviation by 2020,China’s supply-side structural reform has been pushed to a new historical high point,and the optimization of industrial structure has become an important link.In order to realize rural revitalization and narrow the gap between urban and rural development,China has launched a series of policies to support the construction of small towns with Chinese characteristics.Under the background of implementing the national strategy of national fitness,the construction of small towns with sports characteristics,especially football towns,has frequently appeared in people’s vision.Hezhou make full use of its geographical advantages,the introduction of congratulation state mountain hot springs town in football project into aunt industrial zone,leading the operation mode of the "sports and health raise",promoted the comprehensive development of guangxi and congratulation state football and provides a new platform construction,to optimize the structure of industry of hezhou,balanced regional development,fight poverty battle is of great significance,to guangxi and congratulation state XiangDongRong into the big pattern of injected new impetus.This paper will use PEST analysis method and SWOT analysis method to cross analysis,through literature,field investigation,interview,questionnaire survey,logical analysis and other research methods,the hot spring football town in hezhou city development strategy research.Through field investigation and investigation,the author obtained the following survey results: 1.Hezhou has abundant and intensive high-quality resources,large regional differences and obvious characteristics;2.The town is operated mainly by inviting clubs to withdraw funds.2.The development advantages of hezhou football town mainly include superior geographical location,rich sports tourism resources and high-quality natural resources.The disadvantages include single publicity channel,unreasonable road setting,insufficient resources development and integration,and the general quality of the town.3.The development prospect of sports,tourism and health care,the support of national policies,and the radiation effect of the guangdong-hong kong-macao greater bay area provide opportunities for the tourism resources development of hezhou football town;The disconnection between the early design and the later operation and the fierce market competition are the challenges faced by hezhou football town.4.The town lacks characteristic projects for development,and the industrial chain of the town needs tobe extended,so it is difficult to excavate and integrate the surrounding characteristic resources,lacks of building domestic and foreign famous game brands,and lacks of formulating comprehensive marketing plans.Therefore,the author proposes four development strategies in view of the above problems: 1.SO strategy: make use of hezhou football town to gather tourism,culture,industry,community and other functions,seize the opportunity of external development of supply-side structural reform to achieve rapid development of the town.2.WO strategy: overcome the town’s internal disadvantages such as lack of brand and experience,seize external policy support and external development opportunities of supply-side structural reform,make up for the town’s late start and lack of experience,and improve its comprehensive development capacity.3.ST strategy: make use of the advantages of optimizing the industrial structure of the town,increasing the government’s investment in the construction of the tertiary industry to rapidly promote economic development,resist the influence of the insufficient energy level of hezhou city,and create a sports town with local culture of hezhou.4.WT strategy: overcome the disadvantages such as lack of funds,rationally utilize social funds to develop "co-construction and sharing",improve the employment policy to attract talents to land,increase job opportunities,pay attention to the protection and development of traditional sports culture,and push forward the construction of football town.