Research On The Development Strategy Of Hornet’s Nest Tourism Network

In 2006,Hornet’s tourism network emerged in the form of tourism community,and in 2010,it was officially launched into commercial operation.It has the commercial competitive advantage of "content + transaction".Through a large number of independent sharing by travelers,it effectively matches supply and demand,helps merchants on the platform to improve profit margins,and reshapes the tourism industry chain.The hornet’s nest attracts users by quality content.However,with the improvement of Internet technology,people’s increasing demand for tourism,more and more competitors,the epidemic and the changing international situation,the development of Hornet’s Nest slowed down due to the competition of traditional platforms such as Carrying Journey,Where To Go and Meituan Travel,and the development of the newly emerged platforms such as Xiaohongshu and Douyin.The unique social tourism is basically stagnant,and the hornet’s nest gradually appears problems such as lack of successor,lack of reputation and limited audience expansion.The tourism industry is slowly recovering,and the competition between online tourism platforms will gradually intensify.In the development process of Internet companies,standing still is a backward step.In the era of the development of the online tourism industry,the Hornets’ network should grasp the development opportunities,strengthen the company’s existing advantages and characteristics,take multiple measures to make up for its own weaknesses,and then obtain more favorable development opportunities.Only in this way can we maintain the current advantage and then launch an attack on the head enterprise.Therefore,it is urgent to explore a unique development strategy.In this paper,the Hornet’s Nest tourism network as the research object,using the knowledge of strategic management,the development strategy of Hornet’s Nest in-depth research.Based on the basic situation,development status and competitive advantages and disadvantages of Hornet’s tourism network,this paper analyzes the existing problems of Hornet’s tourism network and the causes behind them.On this basis,through Porter’s five forces model,it analyzes the competitive environment of the company in the industry and uses PEST analysis tool to analyze the external macro environment of the company.Finally,SWOT model is used to analyze the advantages and disadvantages,opportunities and threats of Hornet’s Travel network,and a comprehensive analysis of the development strategy of Hornet’s travel network should adopt ST development strategy,while maintaining its own content advantages,improve the customer service system and the corresponding after-sales service,strengthen the business cooperation with existing partners and reach cooperation with more partners.Make use of its own advantages and partners to achieve win-win results,increase brand publicity and the establishment of new marketing brands,expand business scope,strengthen risk prevention,establish the corresponding protection and compensation mechanism for creators,and ensure the stable implementation of the strategy.At the same time,the technology of artificial intelligence and big data is applied to the content review,so as to optimize the content review process and reduce the labor cost of operation.According to the strategic choice of the Hornet’s tourism network,the specific suggestions for the implementation of the company’s development strategy are as follows: first,strengthen the innovation of the strategy marketing brand,increase the way of publicity,shape the brand image,and break the barriers of the circle by creating the IP of the tourist destination.Secondly,improve the customer service system and distinctive after-sales service system,timely solve users’ problems,and shape the reputation of the company.Finally,advance the layout of the new market,as early as possible to establish the company’s first mover advantage.In addition,it hopes to provide certain enlightenment for enterprises with similar problems and provide certain reference significance for their development road.