海南张垣公司旅游度假地产营销策略研究

发布时间：2018-04-30 19:28

本文选题：张恒公司 + 旅游地产　；参考：《石河子大学》2014年硕士论文

【摘要】：随着我国居民生活水平的提高，越来越多的人有度假旅游的观念和行为。海南岛宜人的气候和优美的旅游度假区，吸引了大批外地游客前来购房度假或短期居住，海南岛面临了超乎本省人口几倍的一个旅游消费者市场。随着国际旅游岛的建设，海南岛养生度假天堂的名声享誉四海，旅游养生地产应运而生，这给海南岛带来了巨大的旅游房地产发展前景，，吸引了大批房地企业来开发旅游地产，填补供给空缺，并加大了旅游地产的市场竞争力，使旅游地产更专业化、国际化，满足旅游度假地产的需求。然而在海南旅游地产的不断发展中，各种问题都会出现，其中最严重的问题当属营销问题。海南旅游度假地产面临一个庞大而成熟的消费者市场，自身供给市场竞争激烈，营销能否成功，产品能够让消费者满意成为了开发商思考的重点问题。本文通过调查海南旅游地产发展的现状和存在问题，分析张垣公司旅游度假地产的外部环境，发现海南旅游地产营销现状中存在的普遍问题及张垣公司旅游地产的营销问题，对消费者市场的特点，以及供给市场的不足做了细致的分析，并对存在问题的原因进行了分析，结合对各种营销理论的研究发现，现代4C理论以消费者为中心的理念最适用于解决海南张垣旅游度假地产的营销问题。并提出了基于4C理论的海南旅游地产的营销策略：消费者策略、成本策略、方便性策略以及沟通策略。能够填补海南旅游地产营销研究的空白，并且提出的营销策略能够为房地产企业实际营销提供借鉴作用。最后，根据提出的海南张垣公司旅游度假地产营销的4C策略，分析了张垣公司顺利实施4C营销理论的保障：拥有结构合理、专业化的营销团队；注重营销过程中的规范流程；以及信息优化管理。为张垣公司销售旅游房地产项目提供借鉴。
[Abstract]:With the improvement of living standards, more and more people have the concept and behavior of holiday tourism. Hainan Island, with its pleasant climate and beautiful tourist resorts, has attracted a large number of foreign tourists to buy houses for vacation or to live for a short period of time. Hainan Island is faced with a tourist consumer market that exceeds the population of the province by several times. With the construction of the international tourist island, Hainan Island enjoys a reputation as a health resort paradise, and the tourism and health property industry emerges as the times require. This has brought a huge prospect for the development of tourism real estate in Hainan Island, attracting a large number of real estate enterprises to develop tourism real estate. Fill the supply gap, and increase the market competitiveness of tourism real estate, make tourism real estate more specialized, internationalized, meet the demand of tourism vacation real estate. However, in the continuous development of Hainan tourism real estate, all kinds of problems will appear, among which the most serious problem is marketing. Hainan tourism and vacation real estate is faced with a huge and mature consumer market, the competition of its own supply market is fierce, whether the marketing is successful or not, and whether the products can satisfy the consumers has become a key issue for developers to think about. By investigating the present situation and existing problems of Hainan tourism real estate development, this paper analyzes the external environment of Zhangyuan Company's tourism and vacation real estate, and finds out the common problems in Hainan tourism real estate marketing and the marketing problems of Zhangyuan company's tourism real estate. The characteristics of the consumer market and the shortage of the supply market are analyzed in detail, and the causes of the problems are analyzed, combined with the research of various marketing theories. The modern 4 C theory is the most suitable to solve the marketing problem of Hainan Zhangyuan tourist resort property. The marketing strategy of Hainan tourism real estate based on 4C theory is put forward: consumer strategy, cost strategy, convenience strategy and communication strategy. It can fill the blank of Hainan tourism real estate marketing research, and the proposed marketing strategy can provide reference for real estate enterprises. Finally, according to the 4C strategy of Hainan Zhangyuan Company's tourism and vacation real estate marketing, this paper analyzes the guarantee of the successful implementation of 4C marketing theory by Zhang Yuan Company: having a reasonable structure and specialized marketing team, paying attention to the standard flow in the process of marketing; And information optimization management. Zhangyuan Company for the sale of tourism real estate projects to provide reference.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.7;F299.233.4

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