Initial Strategy Of Guilin XX Souvenir Co.,Ltd.

Based on the view of global vision and permanent business continuity,this paper attempts to do a empirical research on the initial strategy for a souvenir enterprise with the aim at achieving a health development of it and its relativel industry.This paper is organised as followedChapter one is the introduction and literarure review,which inclue the research background,goal and significance,the industry research trend,the research methodology and frameworks and the core research results.Chapter 2 is the basic theories,which illustrates the concept, characteristics,range,values of souvenir so as to find out the outside and inside characteristics of souvenir and develop the theoretical frame for this research.Chapter 3 emphasis on the analysis to current domestic and oversea travel industry and souvenir market situation on base of the available second hand information,which based on a marketing point of view and will support further strategy setting.Chapter 4 is about true practice findings from site investigations in Guangzhou,Shenzhen and Guilin for souvenir consumption behaviors,which are used to understand the current marketing development direction and the characteristics of the target consumers.It is a reference for the enterprises to make their initial strategy.Chapter 5 analyzes the external surroundings of the enterprises by using analysis tools,ie PEST,value chain,5 competency module, strategic value curve and profit model on basis of the theories known as strategic management,marketing and sales theory,business opening theory and management theory.It makes an overall introduction of travel industry and souvenir industry development trend from multi-aspects.Through the analyzing of enterprise self-competency,available resources,target consumers,regional competition circumstances, opportunities and threat,the initial strategy framework is roughly sculpted out and the periodic targets and key strategic points are set up.Chapter 6 emphasizes on the initiatives of value curve design, value chain management,profit model design and business formation under the considering of enterprise development strategy.Chapter 7 explains the commencement and action plan in detail for company strategy by business running in aspects of marketing identification,sales,human resources and internal management etc.Finally,it is concluded by summarizing key research results and the existing insufficiencies.