The Research On Development Strategy Of Tianling Marina Tourism Company

With the continuous development of Tianya-Haijiao Scenic Area, the neighboring residents carry out illegal "Tianya sea sightseeing" tourism project, which disturbs Sanya tourism normal market order. In order to solve this problem, a professional marine tourism company. Tianling Marina Tourism Company, in the form of “Tianya-Haijiao Scenic Area + Maling Community Neighborhood Committee + Maling residents" sets up,under the leadership of Sanya municipal government, After nearly thee years development,the company's business has been on track, but the company's development strategy has not yet been clearly established. Based on the analysis of the external environment and internal resources of the company, using the theory of development strategy, studies on the development strategy of Tianling Marina Tourism Company, brings out the company's vision, mission and development strategic objectives.Firstly, this article summarizes the research status of domestic and foreign enterprise strategy, presents the relevant analysis methods of enterprise strategy, such as internal and external environment analysis, SWOT analysis, Boston matrix, etc., and briefly expounds the research and development of marine tourism. Secondly, it analyzes the macro environment and the industry environment of the Tianling Marina Tourism Company,introduces the tourism resources of Tianya-Haijiao Scenic Area which Tianling relies on,using the external factor evaluation matrix to evaluate the external environment and concludes that the external environment of the company is good for the future development of the company, and it should take effective measures to develop, take advantage of the opportunity and avoid the threat to adapt to the external environment. Thirdly, it analyzes the internal resources and capabilities of the company, using the internal factor evaluation matrix to evaluate the internal environment and concludes that relying on the good condition Tianya-Haijiao Scenic Area and the company's own efforts, the company will have a better development prospects after adjusting the development strategy. Fourthly,based on the analysis and evaluation of internal and external environment, this article puts forward the development strategy of the company by using SWOT analysis method, and puts forward the company's strategic objectives, business strategy and functional strategy.Finally,it discusses the safeguard measures for the implementation of the strategy,states that the important measures to implement the strategy are completing internal construction,strictly controlling financial risk, building enterprise culture, promoting win-win cooperation, etc.The research of this paper not only helps Tingling Company to make the correct and clear development strategy, but also can be used as reference for other enterprises.