Study On Portfolio Strategy Of Chongqing Safari Park

Chungking Safari Park is a large theme park concerning animals, which is the earliest park opening for tourists in the west of China. Tourists go after the fashion of going sightseeing in Chungking Safari Park and Chungking Safari Park makes great development in economic returns and social benefits. Owing to changes in travel market and social circumstances,Chungking Safari Park encounters difficulties in sales and management. The number of traveler for sightseeing in Chungking Safari Park hover about low level and profit pattern is simple. Ticket income is main origin for business income. "Business depends on weather " and "ticket being at death's door" are two shackels blocking the development. Under the background the author uses the modern strategic management knowledges and deeply analyses the market which Chungking Safari Park faces. The thesis puts forward developing strategy and business combined pattern in afteryears.In the first,the author use STEEP analysis and Five Power Model analysis of strategic management theory to analyse outer trade circumstance which Chungking Safari Park faces and make sure many situations and factors which Chungking Safari Park faces in the development period .Then decide the internal situations of Chungking Safari Park to confirm the future development by using the merit chain analysis,the core competence analysis.Secondly, the author explains that Chungking Safari Park will make a decision to change in its strategy according to own actual situation by using the successful experience of other Safari Park in China for reference and failure experience. Then the author make business mixture strategy for future development by studying business feasibility to analyse strength,weaknesses, oppurtunities and threats with SWOT analysis and BSC analysis.Finally, the author proposes the managing patern for the combined strategy."Based on the common market and flow of tourists, Chungking Safari Park changes the traditional sightseeing patern of travel in park and reasonably despatches the resouces. Surmounting the difficulties in industry structure which involves the sole product and sole resources,divides the business into three main business units including core ,strategic,new business. Every unit manages independently,avoids risk , accomplish the resources transfering and shares the resources.we can establishes one omni-directional, the three dimensional strategy and wins customer's choice and loyality."Chungking Safari Park will carry out guaranteeing measures for the developing strategy in the side of park plan, human resource, sales and market, funds to make the future strategy come into true.