因此，自贡 HK 文化旅游有限公司必须重新审视自身的发展战略，解决公司
原来存在的发展方向单一和战略选择自主性不强的问题。在发展目标和经营项目
的选择上，公司必须从自身在旅游资源、资金实力和企业管理方面存在的优势和
劣势出发，改变过去那种以房地产为经营目标的单一发展战略，转而采取多元化
的发展战略，应将建设养生休闲和现代时尚的大型国际旅游集团企业作为自己的
发展目标。在战略重点上，公司的资源配置应服从充分体现公司养生休闲和现代
时尚两大特色的战略需要，重点发展彩灯民俗文化旅游、盐卤浴康疗养生旅游和
现代体育休闲旅游产品。在战略措施上，公司应从强化拳头产品开发营销、完善
融资保障体系、加强企业员工队伍建设、培育企业文化等方面入手，保障公司的
发展战略得以顺利实施。
关键词：旅游 企业 发展战略
III
Research on Development Strategy of Zi Gong HK
Cultural Tour Co., Ltd.
Major: Master of Business Administration
Candidate:Fayong Zou Supervisor:Linyuan Gao
ABSTRACT: The Development of salt bath tourism project at Wo Long lake in
Zi Gong city has brought about great changes to the internal and external environment
of Zi Gong HK Cultural tour Co., Ltd. , which makes it a must for the company to
review its development strategy. The old strategy as a second mover followed by the
business development of the parent company can’t make the company adaptable to the
new market environment. Therefore, this paper is to put up with the new development
strategy for Zi Gong HK Cultural tour Co., Ltd. based on the detailed analysis of its
business environment, which will be helpful to the improvement of core competence of
Zi Gong HK cultural tour Co., Ltd. and its healthy development.
Based on the analysis of business environment of Zi Gong HK cultural Tour Co.,
Ltd., it is concluded that all the political, economic, social and technical environment of
this company is beneficial to the development of cultural tour. And the increasing
market laid solid foundation for the revenue improvement. By SWOT analysis, it is
concluded by this paper that Zi Gong Cultural Tour Co., Ltd. has competitive
advantages in tourism resource, capital power and project management, while it also
faces fierce competition from the neighboring tourism resorts and tour companies. Since
the internal advantage and external threat overweight, market diversification strategy
should be adopted by Zi Gong HK Cultural Tour Co., Ltd. to meet the new development
environment. Based on the market diversification strategy, this paper also clarified the
corporate image, objects, position of products and market, which is to make the
company be a large international tour group with healthy, leisure and modern style. The
tourism products system with healthy, leisure and modern style should be the
combination of color lamp folk custom, salt bath, modern sports and leisure. At the end
of the paper, it is put forward that, in order the ensure the steady implementation of the
development strategy, marketing of core tourism products should be strengthened,
financing security system should be improved, company staff construction should be
intensified and corporate culture construction should be developed.
KEY WORDS: Tourism; Company; Development Strategy
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