河北太祖山公司旅游地产项目发展战略研究

发布时间：2018-01-23 01:37

本文关键词： 旅游地产发展战略 PEST分析五力模型 SWOT分析　出处：《河北工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：旅游地产概念在二十世纪八九十年代从欧洲传入中国，伴随着旅游业的兴旺发展也逐渐被人们所认知，从最初为了解决空置房而改造为度假用物业开始，到今天成为众多旅游开发企业和房地产开发企业追捧的焦点，仅仅用了几十年的时间。与此同时，国民的旅游消费习惯从“景点游”逐步转变为“休闲游”，这样的转变也使得旅游地产拥有了数量庞大的的消费群体。但由于旅游地产项目本身具有开发周期长、投入回报缓慢、投资风险大等特点，众多项目由于调研不足、没有总体规划、资金供给等问题，出现项目质量良莠不齐的现象。本人所任职的河北太祖山公司是一家刚刚涉足旅游地产业务的公司，，因此在开展该项业务之前进行详细调研、制定战略、确定可行性是保证该项目能够顺利进行并获得成功的必要工作。基于我国政府大力发展旅游业的政策背景和房地产业大热的经济形势，笔者综合考虑了河北邯郸拥有优越的地理位置、千年的文化底蕴以及优美的自然风光等有利自然条件和河北太祖山旅游公司本身具备的内部竞争优势。通过精心调查并分析了本项目一旦实施将会面临的机会、威胁和本项目的优势、劣势等多方面的内容，对该项目的实施进行了战略选择，并制定了战略目标。最后又对国家政策、项目定位、项目规划设计、项目推广策划、项目资金筹措进行了分析，并提出项目投资经营的建议。笔者希望，通过本文的研究能够对河北太祖山旅游公司进行旅游地产项目能够起到指导性的作用。
[Abstract]:In 20th century, the concept of tourism real estate was introduced into China from Europe in the 1980s and 1990s. Along with the prosperous development of tourism, it was gradually recognized by people. Today, it has become the focus of many tourism development enterprises and real estate development enterprises. At the same time, the national tourism consumption habits have gradually changed from "scenic spot tour" to "leisure tour". Such a shift also allows tourism real estate to have a large number of consumer groups. However, the tourism real estate project itself has the characteristics of long development cycle, slow investment return, large investment risk, many projects due to insufficient research, no overall planning, capital supply and other problems. The quality of the project is mixed. I work in Hebei Taizushan Company is a company that has just set foot in the tourism real estate business, so before the development of the business detailed investigation and development strategy. Determining feasibility is necessary to ensure the success of the project. Based on the policy background of our government to develop tourism and the booming economic situation of real estate industry, the author comprehensively considered the superior geographical position of Handan in Hebei province. Through careful investigation and analysis of the opportunities that this project will face once implemented, the cultural heritage and beautiful natural scenery and favorable natural conditions and the internal competitive advantages of Hebei Taizushan Tourism Company are analyzed. Threats, strengths and weaknesses of the project, and so on, the implementation of the project for the strategic choice, and formulated strategic objectives. Finally, to the national policy, project positioning, project planning and design. Project promotion planning, project financing analysis, and put forward the project investment and management of the proposal. I hope. The research in this paper can guide the tourism real estate project of Hebei Taizushan Tourism Company.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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