The Study On Development Strategy Of Scenery Culture Co. Ltd

Chinese first actual landscape tourism performance "impression of Liu Sanjie" which released in 2004 has been achieving great success in the tourism market. Through ten years of development, real landscape cultural tourism performing products is gradually becoming a new model in creative culture industry, and it’s providing a new development path for the cultural tourism industry in China. At the same time, problems in the market such as the prevalence of imitation, slow return on investment, lacking of follow-up management, damaging the environment are awaiting some sort of resolution. Each actual landscape entertainment enterprise must pay attention to effective integration of resources in order to achieve sustainable development.As a market leader, Scenery Culture Co. Ltd has been seizing the opportunity of industrial development and using project management advantage. By far the company has implemented 17 large-scale live landscape performing projects which represent the highest artistic level of the industry. This paper uses SWOT and value chain tools to analyze the company’s development strategy system.This paper suggests that Scenery Culture Co. Ltd should take growth-led strategy as its overall strategy, adhere to the the core competitiveness of cultural innovation, strengthen the capital, management, technology and other resources integration capability, connect upstream and downstream industry chain, construct the "industrial-value chain". The next step is to achieve cross-border cultural performing changes and build an international brand of landscape culture. Product quality, organization management, brand value, team building and corporate culture should be paid more attention during the process of development strategy implementation.