Research On The Development Strategy Of SH Tourism And Culture Holdings Limited

As a group company registered in Cayman Islands and listed in the main board of Stock Exchange of Hong Kong,SH Tourism and Culture Holdings limited is a trans-regional and cross-industry integrated enterprise with its main business covering the production and sale of foamed plastic and honeycomb paper packaging products,the development and operation of tourist attractions,the operation of travel agencies and the investment and operation of tourism performance programs,etc.Ever since 1950s,the modern tourism has become a relatively independent industry,it thrives and even becomes an internationally recognized "sunrise industry" as the global economy keeps developing and the national living standards of all countries increasing.Therefore,in the new stage,developing such tertiary industries like tourism service,etc.has become an important power for Chinese economy development.This paper analyzes the characters of the tourism industry involved by SH company and the external macro environment with PEST tool,thus concludes that tourism is an industry full of huge potential.It also analyzes the internal and external strengths,weaknesses,opportunities and threats of the company with SWOT matrix.After strategy selection and matching,the paper believes that the growth SO and diversification ST strategy meet the future development of SH and proposes that the enterprise shall make the integration and diversification development strategy as its general strategy.For the integration strategy,the implementation scheme shall be,firstly consolidating the advantageous projects,developing featured products autonomously,and stabilizing the value of the supply chain it belongs to;and secondly,continuing with M&A,expanding the depth and length of the supply chain,and increasing the overall value of the supply chain.For diversification strategy,the implementation scheme shall be consolidating the core competence,and developing collaboratively other supporting industries in a diversified manner on one hand;and on the other hand,creating a tourism group company that provides comprehensive and all-round business.Also,it is put forward in the paper that SH shall adopt the cost leadership and differentiated competition strategy so that the enterprise can secure its foothold in the future fierce market and go further.In order to guarantee the effect of strategies,measures for guaranteeing the implementation of development strategies are worked out from such five aspects as organizational construction,talents fostering,fund raising management,cultural system building and risk prevention.