祥源开发齐云山：山上与山下

Sunriver Holding Group Co., Ltd. (hereinafter "Sunriver") is a private company located in Hefei, Anhui. It started out as a real estate developer, and gradually diversified into road construction and tea production and sale to reduce business risks. Starting in 2011, Sunriver shifted its business focus to cultural tourism: It implemented the "tourism+" strategy; acquired a number of scenic spots; and established the Tourism Research Institute, as well as companies that specialized in scenic spot development, scenic spot operations, garden design, and inn & boutique hotel management, at its headquarters to plan and implement tourism projects in its scenic spots. In its initial attempt, Sunriver launched the Qiyun Mountain Program. Given the incredibly complicated relationships among stakeholders up the mountain, the company chose to avoid trouble by building some tourism projects down the mountain instead. Consequently, both the number of tourists and revenue were a far cry from its predetermined goals. In the face of fierce competition in the tourism market, Mao Xin, general manager of Qiyunshan Tourism Company, needed to consider where to focus the development efforts (up the mountain versus down the mountain), how to win support from villagers if the company was to develop the historic Yuehua Street halfway up the mountain, and how to resettle these villagers (herd them out versus let them stay).