LZ小镇旅游地产项目商业计划书

发布时间：2018-03-25 15:00

本文选题：旅游地产　切入点：商业计划书　出处：《华南理工大学》2016年硕士论文

【摘要】：旅游地产是有别于传统住宅项目,融旅游度假、居住为一体的置业项目。旅游地产的特点和优势在于它是旅游业和房地产业的无缝衔接,具有更好的文化内涵或自然景观,同时拥有一定投资价值。特别是在近年来面对全球经济下行、国内经济面临结构调整、市场持续低迷、商品房库存压力不断升高、住宅投资呈下跌态势的情况下,旅游地产显得异军突起。中央已明确提出将旅游产业的发展作为国家重要的发展战略,根据统计我国在2015年一整年中总计接待国内外旅游人士的数量高达41亿人次,旅游共计收益高达4万亿元,同比去年分别增长10%和12%。而且在游客随机抽样调查中,66%的游客有购买旅游地产的倾向。旅游地产成了房地产企业转型的一个新的投资亮点。政策支持、旅游市场与投资需求提升,推动了近几年旅游地产项目大发展。旅游地产如何把握好开发方向,做到持续稳健发展?这就需要在开发前做好科学的研究分析,寻找突破口,并进行详实的项目可行性分析。本文以LZ小镇项目为例,作者作为项目管理负责人,经过多方探讨,确定编写LZ小镇旅游地产项目商业计划书为方向,通过大量市场调查和细致分析,深入挖掘当地的旅游资源,打造项目自身特色。本文采用理论和实证、定性和定量相结合的研究方法,通过PEST、SWOT的分析,做出了精准的定位,并形成了完善的规划方案及进行了详尽的财务评价。这为未来旅游地产项目投资、发展和研究提供了丰富的借鉴。
[Abstract]:Tourism real estate is a kind of property purchase project which is different from the traditional residential project. The characteristics and advantages of tourism real estate are that it is a seamless link between tourism and real estate, and has better cultural connotation or natural landscape. At the same time, it has a certain investment value. Especially in the face of the global economic downturn in recent years, the domestic economy is facing structural adjustment, the market continues to be depressed, the stock pressure of commercial housing is constantly rising, and housing investment is in a downward trend. Tourism real estate appears to be emerging. The Central Committee has clearly put forward the development of the tourism industry as an important national development strategy. According to statistics, the total number of domestic and foreign tourists received by China in the whole year of 2015 is as high as 4.1 billion. The total revenue from tourism is as high as 4 trillion yuan. Compared with last year, the number of tourists increased by 10 percent and 12 percent respectively, and 66 percent of tourists in a random sample survey showed a tendency to buy tourist real estate. Tourism real estate has become a new investment bright spot in the transformation of real estate enterprises. Policy support. The promotion of tourism market and investment demand has promoted the development of tourism real estate projects in recent years. It is necessary to do scientific research and analysis before development, to find a breakthrough, and to carry out detailed project feasibility analysis. This paper takes the LZ small town project as an example, the author as the project manager, after many discussions, This paper determines the direction of writing the business plan of LZ small town tourism real estate project, through a large number of market investigation and careful analysis, deeply excavates the local tourism resources, creates the project own characteristic. The qualitative and quantitative research methods, through the analysis of PEST-SWOT, have made a precise positioning, formed a perfect planning plan and carried out a detailed financial evaluation. This is an investment in future tourism real estate projects. Development and research provide a rich reference.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7;F299.23

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