Study On The Development Strategy Of Hunan Huangxiang Race

Under the right of event host free to everyone, all kinds of sport events are taking place every day. The bicycle race, as the important part of them, development are significant to the whole event industry market. Huanxiang Race, an earlier and live the longest amateur cycling in China, which takes place in Hunan province, is facing a great change of the external environment. As the competition increasingly fierce in the market, the development of Huanxiang Race also has some industry management and operation problems.Based on the theory of strategic management, this paper have reviewed some relevant theories and analyzed some tools of strategic analysis, to make a five-year strategy for Huanxiang race. This study have used the method of documentary, expert interview and on-the-spot investigation method for data collection, through strategic analysis tools to analyzes the external environment and internal resources of Huanxiang race. The external environment including the macro environment and industry environment, such as the political, economic, society and technological environment, and five basic competitive force in the bicycle race industry (industry competitors, suppliers, customers, supplies, replacement), the internal resources of Huanxiang race included organizational structure, the history of Huanxiang race, the sponsors and the media resources.With its five-year development vision and mission, if Huanxiang race want to achieve its strategic goals, it should follow the development strategy of external growth strategy and internal competition strategy routes, the specific conclusions are as follows:first, this race can’t develop well without clear development goals and strategy planning. As an amateur cycling race who had took place ten years, it must take sports market into account first, combined with its own advantages to improve, know its position clearly, using its development strategy flexibly, strengthening the internal management ability of the race as well as the ability to adapt to external environmental changes. Second, after the internal and external environment analysis through the strategic analysis tools, it has found that its external macro environment opportunities and threats are exist, but the opportunities is more than threats, Huanxiang race should grasp the external opportunities and overcome market risk tomake a new development strategy which can strengthen its brand value and create more social and economic benefits. Thirdly, although Huanxiang race has lots of strength, the disadvantage have more impact to it, it should be take some measures to improve itself, such as some scientific management measures. Forth Huanxiang’s growth strategy should adopt enhanced strategy and give priority to distortion strategy (WO), put more efforts to improve internal management, improve the overall level of the service of event to make it be a perfect, change the organization, improve the professional ability of event operations team. Using the existing market opportunities to expand the scale of this race and enhance brand and service of Huanxiang race. Fifth, adopt differentiation strategy to enhance its competition, which combined with the characteristics, applicable conditions and risks to guide Huanxiang race under the condition of the existing external opportunities and threats, one differentiation is the structure of products, the other is service of products. It should be to fully use the outside resources advantage, cooperate with other kinds outdoor sports, link 14 province tourism resources in Hunan province and turn to be the largest and special cycling race in Hunan province. Sixth the company’s culture, organization structure, human resource are the key factors to smooth implementation of the Huanxiang race. To ensure those strategy can operate and all the goals can get, the company must take some measures in system, culture, organization, human resources, financial, security management and information management. Intensify the network marketing, based on its present situation and future development goals, establish a distinctive brand connotation and culture. The service and distinguishing feature of Huanxiang race is its survive and develop way.