From April 23 to 25, 2014, Stone Forest Scenic Area Management Bureau invited Zhang Bing, the First Excellence Performance Appraiser, Reviewer of National Quality Award of China Association for Quality, Reviewer of Kunming 1st Mayor Quality Award, Drafter of Detailed Rules for Review of the 1st China Quality Award and Training Lecturer of General Administration of Quality Supervision, Inspection and Quarantine of the People’s Republic of China for Chief Quality Officers to give the training on knowledge of Strategic Management and Brand Management. The purpose of the training is to enable the senior and medium-level management of the Bureau and leaders of the major enterprises settled in the scenic area to correctly understand and master the train of thoughts for strategic management and brand management with the opportunity that Stone Forest Scenic Area Management Bureau won “2013 Kunming Mayor Quality Award” and to provide support for each unit to gradually conduct strategic management and brand management, thus to enhance the critical competitiveness of the scenic area.

In the training, island layout was adopted for the first time. Through the introduction of the basic principles and implementation methods for strategic management and brand management as well as the description of evaluation tools for strategic management and brand management, the trainees has discussion and analysis on the advantages, weaknesses, competition environment and capacity of the Bureau under the direction of the training instructor according to the practical situation of the Management Bureau and the Scenic Area. By SWOT (strengths, weaknesses, opportunities and threats) analysis, they were divided into groups to have simulation and release of strategic choice and strategic planning. Meanwhile, through explanation in such aspects as the concept and importance of brand and brand management, the content of brand management and making of brand planning, the training instructor organized the trainees to have in-depth analysis on the brand positioning and core brand value and ideas from the perspective of brand management based on the measure of all-people business invitation and guest introduction taken by CPC Shilin County Committee and the county government.

Through the training, the trainees further understood the importance of strategic management and brand management, and had a clear understanding about how to conduct the work of strategic management and brand management. Led by officials of the Bureau, the whole Bureau will, according to the improvement space proposed in the process of appraisal of the mayor quality award, gradually improve the work on formulation and implementation of strategic planning and brand planning of the Scenic Area to construct the strategy-oriented and customer-driven systematic management mode of “officials, strategy, customers and market, resources, process management, measurement analysis, improvement and result”. It will be the marking pole to direct the tourism of Stone Forest, developing Stone Forest from goodness to excellence.