Research On The Competitive Strategy Of Tai’er’zhuang Ancient City Tourism Group Co.,Ltd

After General Secretary Xi Jinping proposed that “ lucid waters and lush mountains are golden mountains and silver mountains”,all localities have deeply explored the advantages of local resources,followed the trend,thoroughly studied and implemented the essence of General Secretary Xi Jinping’s “Two Mountains Theory”,and the national tourism situation is very good.As the main battlefield for the industrial upgrading of the “ old and new kinetic energy conversion” in Shandong Province and one of the representative works of “ global tourism”,Tai’er’zhuang Ancient City has always played an important role in the integration and development of cultural tourism,the transformation and upgrading of economic society,the inheritance of mass folk activities,etc.While the country is vigorously promoting the tertiary industry represented by the service industry to strengthen social and economic development,the ancient city of Tai’er’zhuang resolutely seized the opportunity,and with its rich historical and cultural connotation,loud war awareness,accurate market positioning,flexible marketing planning,extensive media publicity,etc,it has reasonably formulated the company’ s competitive development strategy,with a proud result of receiving1.2 million tourists per day and an annual net income of nearly 30 0 million yuan.The ancient city of Tai’ er’ zhuang once became the most popular tourist attraction in China.In 2020,the COVID-19 has broken out on a large scale domestically and internationally,and the tourism industry is impacted unprecedentedly.The epidemic prevention requirements of working at home and not going out unnecessarily,together with the shutdown of public transport and the increase of insecurity,will bring great constraints to tourists,leading to the dismal income of various tourist attractions.In the face of such external threats,the most important thing is to choose the right competitive strategy for the continued development of Tai’er’zhuang ancient city under the condition of normalization of epidemic prevention and control.This paper,based on Tai’er’zhuang Ancient City Tourism Group Company and taking the competitive strategy of the ancient city as the research object,first discusses the relevant theories of strategic management,competitive strategy,strategic analysis tools,selection,implementation and guarantee of competitive strategy.As the theoretical basis,this paper makes full use of PEST,Porter’s Five Forces Model and other tools to focus on the external macro environment of Tai’er’zhuang Ancient City Tourism Group Company for analysis,Focus on understanding the political environment,economic environment,cultural environment and technical environment of Tai’er’zhuang Ancient City,and briefly analyze the tourism industry,focusing on understanding the preliminarily formed tourism industry cluster and development trend in southwest Shandong;Secondly,the internal construction of Tai’er’zhuang Ancient City is comprehensively combed through organizational structure,operation and development,resource analysis,capacity analysis,etc.,focusing on understanding the scientific degree of internal management construction of Tai’er’zhuang Ancient City and the management mechanism to deal with risks and ensure profits;Then,through the feasibility analysis of each competitive strategy,it verifies whether it is suitable for the development of Tai’er’zhuang Ancient City,selects the best competitive strategy,and then implements the differentiated competitive strategy through the measures of brand differentiation,product differentiation,marketing differentiation,and service differentiation.Finally,through strengthening the organizational security,financial security,human resources and corporate culture,the four aspects of security measures are taken to protect the differentiated competition strategy of Tai’er’zhuang Ancient City.The significance of this study is more to help Tai’er’zhuang Ancient City Tourism Group to recognize the development situation,update the shortcomings of the revolution in time,and choose the right competitive strategy on the basis of fully analyzing the internal and external environment;In order to maintain a good momentum of development in the tourism market competition in southwest Shandong,and achieve better,faster and more comprehensive development;At the same time,it also provides reference for other tourism companies to jointly promote the healthy development of the tourism industry.