旅游地产网络营销策略研究——以碧桂园金沙滩为例-research on the network marketing strategy of tourism real estate - a case study of jinsha beach in biguiyuan.docxVIP

NETWORKMARKETlNGSTRATEGIESOFTOURlSMESTATEACASESTUDYOFTHEGOLDENBEACHOFCOUNTRYGARDENPROJECTABSTRACTThecharacteristicsoftourismrealestatemakeitsignificantlydifferentfromthemarketingofgeneraltourismproductsandrealestateproducts，withwholeness，integrationandCOmmonality．Tourismrealestateisakindofmarketingorganizationmodelbasedonareainterest，whichwithgovernmentasacore，andintegratestradeorganization,ente印riseandpublicinmitmion，residentsandmediagroups．Andthe血ndamemalaimofthemarketingistocreateandenhancetheattractivenessandcompetitivenessofregionaltourismrealestate，thenreachabettermarketing，finallyimprovetheregionaltourism，housing，thecomprehensivebenefitsofeconomy,promotingregionalwelfareincreaseandsustainabledeveMpmem．Theessenceoftourismrealestatemarketingistheseparationoftouristsandproperties，Inviewofthis，thetexttakesthegoldenbeachofcountrygardentourismrealestateprojectasresearchobject，andmasterIn-st-handinformationbyfieldvisitingandquestionnaire．AndthetextaimsatcomprehensiveunderstandingthedeveMpmemsituationofthenetworkmarketing，andgraspconsumers’preferenceandinfluencefactorsofsatisfaction，thusreachingthedestinationofguidingandeXpMitingtourismrealestatemarket，andmeetingthediversifiedneedsofcustomers．Thispapersystematicallyresearchesallcollectedeffectivesurveydata,andanalyzethecustomers’characteristics，path，recognitiondegreeandparticipationwillingnessandSOon，whicharebased0nquestionnairefortourismrealestateproject’Scustomers．Finally,comeupwithnetworkmarketingstrategiesoftourismestatefromtheanalysisresults，thatisournetworkmarketingoftourismestatefacingtheadvantages，disadvantages，opportunitiesandchallengesundertheIntemetera．Ourspecificnetworkmarketingstrategiesoftourismestateneedtakehold岖consumers’demandcharacteristics，offeringwell-likedproducts，Ⅱ万方数据optimizingnetworkmarketingprice，perfectingnetworkmarketingtechnologies，extendingnetworkmarketingchannels，perfectingnetworkmeansofexchangeandensuringnetworkmarketingsecurityintoconsideration，nextistoconduct．Accordingtothemarketdynam