旅游房地产营销模式研究-工商管理专业毕业论文.docxVIP

AbstractTourism Abstract Tourism real estate industry head for reason and conform to the standard without cease，the level of marketing planning in tourism real estate industry is still in primary stage． Marketing planning in tourism real estate—is paid little attention to or be attached importance to but be directed without a set of systematic method，which directly leads to great resources waste，such as a large amount of vacant merchandise houses． On the basiS of the background of the present situation in the development of tourism real estate industry in China，thiS paper，in view of existing situation of tourism marketing planning and combining with the problem of marketing planning in my job，expounds content and working procedure which should focus on during the process of marketing planning，analyzes the present Situation of domestic tourism real estate market，and constructs a frame of marketing planning by way of tourism real estate market survey． ThiS paper tries to carry on useful discussion and research in tourism real estate marketing planning，and expects to summarize a correct and feasible frame of real estate marketing planning to help tourism real estate enterprise develop project． At the same time，by way of concrete practice in marketing planning，I put theory into practice to test it，and sincerely hope that the discussion on the topic of marketing planning in tourism real暑state industry can help to guide practice in certain degree． Key words：Marketing planning in real estate industry， Market research，Products planning，Sales planning，Information feedback 第1章绪 第1章绪 论 1．1研究的意义 旅游房地产是一种特殊的房地产，也就是说将普通房地产与当地 自然景观、民俗、文化、环境等因素结合起来，形成独特文化内涵的 房地产。中国旅游业正进入快速成长的时期，预计到2020年，中国将 成为世界第一旅游强国。115个法定节假曰拉动了以休闲度假为增长 主体的旅游市场，旅游业及旅游相关产业日益成为热点，并将持续升 温。中国加入WIO后，外资开始涌入旅游房地产业，动辄数十亿元的 投资，上千亩的开发，其先进的开发理念和管理技术，规范的市场经 营观念，成熟的营销策划模式，无疑对本土旅游房地产开发商造成了 强大的压力。房地产开发商面临的不仅是楼盘之间的竞争，更是企业 间综合实力的竞争，及旅游房地产营销理念的争夺。因此加强旅游房 地产文化挖掘、营销策划对旅游房地产开发商提高自己综合实力有着 十分重要的意义。 1．2研究的必要性 (1)旅游房地产营销策划有助于开发商把握市场脉搏，