Study On The Development Strategyof Cultural Tourism Project Of Beidaihe Village CJ Company

CJ Company is a wholly-owned subsidiary of JH Company,a state-owned company under the jurisdiction of Beidaihe District.It is responsible for the development and operation of the Beidaihe Village Cultural and Tourism Integration Project(hereinafter referred to as the "CJ Project" or "Project")and is a leading demonstration focus for the industrial economy in the Beidaihe region.In recent years,although the cultural and tourism integration project in Beidaihe Village has developed rapidly,it is still in the testing stage due to factors such as epidemic policies and economic downward pressure.The project faces many problems,such as homogenization of cultural and tourism products,incomplete industrial chain,lack of high-end talents,weak promotion and operation capabilities,and lack of cultural connotations in the products.This article takes the cultural and tourism integration project in Beidaihe Village of CJ Company as the research object.It analyzes its internal and external development environment using relevant theories such as strategic management,core competitiveness,and marketing strategies.Additionally,it studies the project’s strategic positioning and objectives,strategic selection and implementation,safeguard measures,and provides suggestions.Firstly,this article elaborates on strategic management theory and implementation models,core competitiveness theory,marketing theory,PEST analysis,Porter’s Five Forces Competition Model analysis,SWOT analysis,value chain analysis,and other methods.Secondly,the PEST analysis method and Porter’s Five Forces Model analysis method of strategic management are used to analyze the external and internal environment of the CJ project,revealing the opportunities and threats,strengths and weaknesses that the project is currently facing.Thirdly,the SWOT analysis method is used to analyze the opportunities and challenges faced by the CJ project and its advantages and disadvantages.The SWOT analysis method is also used to draw up the strategic positioning of the project,quantitatively analyze the strategic objectives of the project,propose the SWOT strategic combination of the project,decompose the value chain operation and management process of the project,and then analyze and determine the three market competition strategies,which are resource intensification,theme diversification,and product differentiation of the project implementation.Finally,after a comprehensive analysis of the cultural and tourism integration project in Beidaihe Village of CJ Company,a series of implementation strategies are proposed to ensure the development of the strategy,including financial budget,team organizing,technical support,brand promotion and other measures.These strategies are to provide reference for the future investment of its parent company in cultural and tourism integration projects.