乡村振兴战略是国家新时代核心发展战略之一。党的十八大以来，党中央和国务院将乡村旅游纳入乡村振兴战略总体布局之中，历年中央一号文件均对乡村旅游发展作出安排。乡村旅游通过促进城乡资源互通与产业融合，已成为乡村振兴的关键路径。然而，乡村旅游发展面临市场竞争白热化、资源整合低效、产品同质化等挑战。W乡村旅游公司作为晋北地区“文旅+农业”模式的典型企业，虽具备资源优势，但在乡村振兴战略背景下，公司发展战略面临挑战，制约了企业可持续发展。因此，在全面推进乡村振兴战略背景下，优化W乡村旅游公司发展战略，对包括W乡村旅游公司在内的同类企业具有实践示范与理论参考价值。

本文在乡村振兴战略背景下，以W乡村旅游公司为研究对象，通过分析其发展战略面临的问题及其原因，结合内外部环境进行了发展战略优化探索。研究发现，W乡村旅游公司在地理位置优越、生态环境资源丰富的优势下，仍存在管理制度不健全与人才资源匮乏劣势。战略方案通过QSPM矩阵评估表明，SO增长型战略在利用内部优势与外部机会方面有显著优势，成为最优战略选择方向。在战略优化路径上，W乡村旅游公司提出了发展成为国内领先乡村旅游品牌的愿景，旨在通过资源整合与管理改进提升企业竞争力。具体战略措施包括强化文化体验与生态旅行的产品创新，拓展数字化营销手段，并构建灵活的组织架构以应对市场动荡。公司计划通过引入先进技术和政策分析来提高运营效率，与地方政府协同发展观光农业、深加工农产品，以及推出特色品牌以开拓市场。此外，W乡村旅游公司在创设新型产业融合模式上已取得初步成效，通过电商与直播实现农产品的创新销售模式，达到提高当地经济效益的目的。公司还在深化人才双轨培养机制上加大投入，与山西农业大学合作建立乡村振兴学院，旨在每年培养大量专业人才，助力公司可持续发展。本研究明晰了W乡村旅游公司在乡村振兴背景下的战略优化路径，强调以生态保护为前提的高质量发展模式，为同类企业提供借鉴，积极推动乡村经济振兴与地区文化传承，助力乡村振兴战略实施。

The rural revitalization strategy is one of the core development strategies in China's new era. Since the 18th National Congress of the Communist Party of China, the CPC Central Committee and the State Council have incorporated rural tourism into the overall layout of the rural revitalization strategy. Rural tourism has become a key path to rural revitalization by promoting the exchange of resources and industrial integration between urban and rural areas. However, the development of rural tourism is facing challenges such as fierce market competition, inefficient resource integration, and product homogenization. W Rural Tourism Company, as a typical enterprise of the "culture-tourism+agriculture" model in northern Shanxi, has resource advantages, but it is facing challenges in its development strategy in the context of the rural revitalization strategy, which restricts the sustainable development of the enterprise.

In the context of the rural revitalization strategy, this paper takes W Rural Tourism Company as the research object, analyzes the problems and their causes in its development strategy, and explores the optimization of the development strategy in combination with the internal and external environment. The research finds that while W Rural Tourism Company has the advantages of a superior geographical location and rich ecological environment resources, it still has the disadvantages of an imperfect management system and a shortage of human resources. The overall strategic plan evaluated by the QSPM matrix shows that the SO growth-type strategy has significant advantages in using internal advantages and external opportunities and has become the optimal strategic choice direction.On the path of strategic optimization, W Rural Tourism Company has put forward the vision of developing into a leading rural tourism brand in China, aiming to enhance the competitiveness of the enterprise through resource integration and management improvement. Specific strategic measures include strengthening product innovation in cultural experience and ecological travel, expanding digital marketing means, and constructing a flexible organizational structure to cope with market volatility. The company plans to improve operational efficiency by introducing advanced technologies and policy analysis, collaborate with local governments to develop sightseeing agriculture and deep-process agricultural products, and launch special brands to open up the market. In addition, W Rural Tourism Company has achieved initial results in creating a new type of industrial integration model. It has achieved an innovative sales model of agricultural products through e-commerce and live-streaming, aiming to increase the local economic benefits. The company is also increasing its investment in deepening the dual-track talent training mechanism and cooperating with Shanxi Agricultural University to establish a rural revitalization college, aiming to train a large number of professional talents every year to help the sustainable development of the company.Overall, this study has clarified the strategic optimization path of W Rural Tourism Company in the context of rural revitalization, emphasized the high-quality development model with ecological protection as the premise, provided reference for similar enterprises, actively promoted the rural economic revitalization and regional cultural inheritance, and contributed to the implementation of the national rural revitalization strategy.

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