Study On The Development Strategy Of S Culture Tourism Group

Since entering the 14 th Five-Year Plan period,with the continuous optimisation of China’s economic structure and the gradual release of the dividends of reform and opening up,the market space for the high-quality development of the cultural tourism industry is vast,but at the same time,due to the changes in the international situation and the repeated impact of the COVID-19,China’s economy is facing cyclical and structural changes,and the development of the cultural tourism industry is facing many risks and challenges,forcing cultural tourism enterprises to optimise their development strategies at the right time to adapt to the changes in the internal and external environment.As a county-level state-owned cultural tourism enterprise,S Cultural Tourism Group has formed a multi-business development pattern,including development and operation of cultural and tourism resources and scenic spots,investment and management of cultural and creative industry parks,performing arts media and film and television production,hotel and catering,transportation and convention and exhibition services,education and art training,and the development of cultural and creative products,but problems such as slow development of certain businesses and poor operating efficiency caused by its current development strategy have also become increasingly prominent.Faced with the urgent requirements of regional industrial transformation and upgrading,as well as the opportunities and challenges of the cultural tourism market,S Cultural Tourism Group must optimise and adjust its corporate development strategy in order to achieve sustainable development in the face of fierce market competition.Based on the three major theories of classical strategic management theory,competitive strategic management theory and enterprise capability theory,this paper adopts PEST(E)analysis and Porter’s five forces strategy analysis to conduct an in-depth analysis of the internal and external environment in which S Cultural Tourism Group is located,and then uses the AHP-SWOT method to analyse the development strategy of S Cultural Tourism Group,and finds that S Cultural Tourism Group has five major advantages such as the whole industry chain,financing,capital,resources and It also has five major disadvantages such as limited location and lack of product market attractiveness,six major opportunities such as policy support and strong tourism demand and consumption,but also faces four major threats such as macroeconomic system and cultural industry policies.On this basis,the analysis suggests that the development strategy of S Cultural Tourism Group should focus on SO strategy,while taking into account WO strategy,and points out that S Cultural Tourism Group should make different strategic choices and adjustments to its seven business sectors.Finally,five strategic optimisation suggestions are made in relation to specific situations,namely optimising the overall strategic layout of the enterprise,improving the efficiency of the implementation of the enterprise strategy,improving the level of infrastructure services,enhancing the attractiveness of the product market and increasing the strength of the talent team,and four implementation guarantees are put forward in terms of funding,organisation,corporate culture and assessment and incentive to ensure the precise implementation of the enterprise development strategy.