Business development plan of Kuaichang natural education base in China

Abstract

The objective of this paper was to develop a development plan for Kuaichang Natural Education base, for better operation management and business transformation through utilizing resources and the advantages of the tourism destination, which is located at Tongren City, Guizhou Province, China. The destination and company introduction with its current issues were conducted in the first part to illustrate the significance of this paper, indicating advantages of the destination. Followed by the elaboration of statement of problem, showing the necessity of this paper. Secondary research and literature review were main approaches from practical and theoretical perspectives to be utilized as indicators and references for referred contents in the development plan. To establish a comprehensive and sustainable business plan, Chinese tourism situation and business environment analysis are conducted, including tourists’ behavior, consumption level, market trend and needs, which clarified the content of transformation strategy. Combined with all the secondary data, SWOT analysis re-defined the business and indicated the transformation direction of the plan as well. After procedures of re-defining the concept / re-designing / re-construction / renovating / service & product upgrading / expanding target customers / redesigning brand positioning / organizing structure replanning, financial and risk management parts supported the feasibility of the development plan. The new concept of “Kuaichang Recreation Town” would lead to bring the first premium camping site into Tongren City, to satisfy the local high-end market in terms of hospitality industry. IMPLICATION OF THE THEMATIC PAPER: This development plan highlighted existing management and operation problems of Kuaichang Natural Education Base, which can be utilized as a guideline for the current operation to solve related problems as soon as possible. The contents of the plan are the support and feasibility to conduct the business transformation, indicating details and requirements of the implementation of the business upgrade. Whether it is for Kuaichang Company or other similar camping business, this development plan is applicable for them to explore existing problems and can guide them to re-plan their future development, proposing business upgrade solutions to achieve sustainable development.