The Planning Scheme And Implementation Strategy For The Project Of Mazu Cultural Park In Miaodao

In the "Master plan of international leisure resort island(2011-2020)",the function of Miaodao Island is positioned that the protected areas,restoration areas, experience areas and communication center of the northern Mazu cultural heritage,the distribution hub for marine tourism of the Miaodao Island bay,which highlights the value of cultural tourism of Miaodao Island.With the rise of worldwide cultural tourism,it can not meet the need of tourists which just stay in the worship stage.The development of the breath and depth of Mazu culture restricts the development of the tourism in Miaodao Island.Therefore,it becomes urgent to resolve how to dig deeper of Mazu culture and make a comprehensive analysis for the project,then put forward the overall planning and implementation of the program.This paper basised on the project management theory and learned from the successful practice of domestic and international tourism development projects.We will research the planning and implementation strategy of the project in this paper.First,we study the development status and development conditions of the project,we also reveal the problems faced in the project development based on general travel aims and analysis on tourist market of Changdao.Through market analysis for the project,we make a clear position for the target market and product positioning.Second,by the tool of SWOT analysis,we expound the advantages and disadvantages of the project from ecological environment、cultural deposits、economic location and development cost,we reveal the challenges from the policy of the good opportunity and the homogenization of tourist resources.Then we make the overall planning and implementation of the program by making project objective、design plan、environmental protection scheme and the bidding scheme budget plan.Finally,we put forward the implementation strategy from three aspects,they are project management measures、risk prevention strategies and marketing strategy.There are three features and innovations of our article:the first,we discuss the tourist market from different perspectives and define the target market and product positioning by collecting relevant data. the second, We define the strength、weakness、 opportunity and threat of the project by the tool of SWOT analysis.the last, we make the overall planning and implementation of the program by making project objective、design plan、environmental protection scheme and the bidding scheme budget plan.