Research On Development Strategy Of S Homestay

As a special link between the tertiary industry and the primary and secondary industries,the homestay industry drives the flow of capital,information,logistics and people to the countryside.It can revitalize idle rural resources and gradually become a new driving force for rural economic development.Pingtan focuses on the development strategy of "one island,two windows and three districts",in which "one island" refers to building an international tourism island,vigorously developing the rural tourism economy,and actively promoting the development of the countryside homestay industry.With the support of the relevant policies of the Pingtan government,the rapid development of the countryside homestay industry has also encountered some problems,such as disorderly expansion of homestays,service homogeneity,and difficulties in improving service quality.How to seize the development opportunity of the international tourism island,to create a high-quality and differentiated countryside homestay,to cultivate its own core competitiveness,and to provide a sustainable and healthy developing environment are the problems that the Pingtan countryside homestay operators are facing now.S homestay,which was established in 2016,is a countryside tourism enterprise with accommodation,catering,cultural and creative business as its main business.This paper takes S homestay as the research object and explores its development strategy.Firstly,it briefly describes the background,research significance,research status inside and outside of the country,research content and research methods.Secondly,based on the methods of enterprise strategic management theory,using PEST analysis method and Porter’s five forces model to analyze the external environment and regional competition environment of local S homestay,and in the analysis of the internal environment and the actual situation of the homestay,it analyzes its existing resources,management capabilities,organizational capabilities,marketing capabilities,financial capabilities and other characteristics,as well as the shortcomings in the development of homestays.Thirdly,the SWOT analytical method,which is used to present the advantages,disadvantages and other aspects of S homestay,opportunities and threats that faced,shows the strategic matrix.Finally,combined with the vision and strategic goals of S homestay,four strategic combinations of SO,WO,ST,and WT are listed and analyzed one by one,and then it comes to the conclusion that the overall strategy of S B&B should adopt ST strategic combination.And it came to the conclusion that S homestay should adopt the ST strategic combination,that is,the strategy of giving full play to its advantages helps to overcome threats and creating a new business form as “ homestay + ” to achieve diversified development.Through the analysis of the exclusion method,it is believed that the competitive strategy of S homestay should choose a differentiated competition strategy,which points out the direction for the development of S homestay.In the end,it is proposed that S homestay should strengthen the four functional guarantees of home stay culture,human resources,marketing and information system in order to realize the smooth implementation of homestay strategy.Through the research on the development strategy of S homestay,this paper provides some valuable guidance for promoting the characteristic and quality development of Pingtan country B&B.