The Development Strategy Of Hot Spring Resort In The Suburbs Of Beijing

Paper base on the angle that after a period of rapid development the spa resort industry need timely adjust development strategy, through strategic change, SWOT model, PESTEL model, Porter’s five forces model based on the theory, that Fengshan Resort enterprises development strategy proposed adjustments to enhance competitiveness, visits to enterprises, in-depth conversation with the CG staff, issuance of the questionnaire method, based on the collection and analysis of the literature on the environmental analysis and strategic adjustment of the the Beijing suburbs Spa enteiprises, combined with the characteristics of the industry, analysis of the development of the industry status quo, summed up the common problems, the ultimate combination of Beijing, Changping District, Beijing suburbs Fengshan Resort, for example in-depth analysis of their similar products, the lack of cultural connotations, short season, a lower level of service and other issues, in-depth analysis. It concludes that solving the management problems of the suburbs of Beijing Changping District, Beijing Fengshan Hot spring Resort strategic adjustment is necessary, in theory and in practice has practical significance. We used in the questionnaire spa consumers to determine the geographical source of consumers, age structure, education structure, the content of the occupational structure, income level, the level of consumption, tourism purposes, sources of information, and satisfaction. And the external environment in which the analysis pointed out that the single Fengshan Hot Spring Resort development model, similar tourism products, accompanied by obvious differences in the demand for short season, but the modern tourism projects point Fengshan Hot Spring Resort surrounding scenic areas can be taken to establish strategic alliances with other neighboring tourism. On the basis of the analysis of the existing external marketing strategy, the paper gives a need to build cultural brand of spa tourism, market segmentation and positioning, increased marketing efforts. Finally it needs to adjust the human resources department organizational structure to adapt to the adjustment of the strategy is the creation of a marketing department, both to strengthen the training of management personnel and service personnel. Based on this analysis of the enterprise stage the feasibility of the strategic ability to adjust, and finally put forward the principles of the implementation of the strategy and auxiliary measures.