小城镇旅游房地产开发市场定位研究

发布时间：2018-05-15 07:48

本文选题：小城镇 + 旅游房地产　；参考：《宁波大学》2012年硕士论文

【摘要】：近年来，旅游房地产的开发在我国的发展势头迅猛，收益颇丰。小城镇由于自身优越的区位条件和资源环境，，被开发者和投资者视为开发旅游房地产项目的潜力地段，此类产品的开发量逐年增加，也倍受关注和青睐。首先，本文针对小城镇旅游房地产这一特殊的产品类型，结合旅游房地产相关理论研究和市场定位的相关技术手段，总结了小城镇旅游房地产开发市场定位的特殊性及其主要内容，对小城镇旅游房地产开发市场定位的方向做出了自己的划分，共分为三个方向：以本地消费群体为主的景观住宅开发（方向一），以周边临近消费群体为主的度假产品开发（方向二），消费群体更为广泛的综合性旅游房地产开发（方向三）。其次，构建了指标体系和市场定位模型，为开发者在开发小城镇旅游房地产项目之初的市场定位选择提供一个全新的方法和参考模型。最后，以连云港温泉镇香泉丽榭项目为例进行实证研究，在调查问卷结果整理的基础上，结合专家评分，将各个定性指标半定量化，代入模型计算综合得分，验证了指标体系和定位模型的可行性，对小城镇旅游房地产开发的市场定位选择有一定参考价值和指导意义。市场定位对后期产品的销售策略也具有指导意义，即强化周边临近区域，如徐州、宿迁、淮安、临沂等城市的广告和宣传力度，弱化本地的广告投入，价格制定和销售渠道也都应该以周边地域的特点作为主要参考依据。
[Abstract]:In recent years, the development of tourism real estate in China's rapid development momentum, income quite abundant. Because of their superior location conditions and resource environment, small towns are regarded by developers and investors as potential areas for developing tourism real estate projects. The amount of development of such products is increasing year by year, and it has also attracted much attention and favor. First of all, aiming at the special product type of tourism real estate in small towns, this paper combines the related theory research of tourism real estate and the relevant technical means of market orientation. This paper summarizes the particularity and main contents of the market orientation of tourism real estate development in small towns and makes its own division on the orientation of the market orientation of tourism real estate development in small towns. It is divided into three directions: landscape residential development with local consumption group as the main part (direction 1), holiday product development mainly with neighboring consumer groups (direction 2), comprehensive tourism real estate development with more extensive consumer groups (direction 3). Secondly, the index system and market positioning model are constructed, which provides a new method and reference model for developers to choose market positioning in the beginning of the development of tourism real estate projects in small towns. Finally, take Lianyungang warm spring town Xiangquan Lieshire project as an example to carry on the empirical research, on the basis of the questionnaire result collation, unifies the expert score, will each qualitative index semi-quantification, replaces the model to calculate the synthesis score. It verifies the feasibility of the index system and the positioning model, and has a certain reference value and guiding significance for the market positioning selection of tourism real estate development in small towns. Market positioning is also of guiding significance to the sales strategy of later products, that is, to strengthen the advertising and publicity efforts in the surrounding areas, such as Xuzhou, Suqian, Huaian, Linyi, and so on, and to weaken the local advertising investment. Pricing and sales channels should also be based on the characteristics of the surrounding region as the main reference basis.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F293.3;F592

【引证文献】