旅游地产企业扩张模式研究

发布时间：2018-06-26 23:38

本文选题：旅游地产 + 旅游地产企业　；参考：《郑州大学》2012年硕士论文

【摘要】：旅游地产是发展最好的两大产业—旅游业和房地产业,交叉对接后出现的一种新兴的业态,其广阔的发展潜能和盈利空间得到了政府的关注及投资开发商的追捧。近年来,随着我国经济的迅速增长,旅游地产发展迅猛,万科、恒大等众多企业纷纷进军旅游地产。不过,开发旅游地产的企业并没有获得同样的效益,有的企业获得理想的扩张效益,也有的企业并没有获得发展,甚至遭受损失。在旅游地产上有所斩获的企业和刚刚进入旅游地产领域的企业,要把一个概念变成经济效应,实现企业的扩张和发展,旅游地产企业战略的选择、企业扩张模式的选择至关重要,它关系到企业能否步入良性发展的轨道,能否实现可持续发展等一系列企业发展的问题。同时旅游地产企业的扩张模式的选择研究也对我国旅游地产的产业健康发展有重要意义。本文阐述了研究的理论和实践背景,以战略管理理论、企业扩张理论等为基础,并对旅游地产的定义等相关概念进行了界定,认为旅游地产是主要为满足旅游者的综合需求而开发和运营的各类房地产物业的总称；然后对旅游地产的发展历程、特征、其现阶段存在的问题进行了研究,目前旅游地产企业扩张存在着布局失衡、盲目扩张、人才缺乏等问题,并通过数据比较分析了旅游地产互动模式的竞争优势。在充分的分析了旅游地产的战略环境的基础上,探讨了旅游地产企业的战略选择,总结出旅游地产行业典型的产业对接扩张模式,即“主题公园+地产”模式、“自然资源+地产”模式、“酒店+地产”模式和新兴对接模式,并总结了具有普遍性的企业运作的战略扩张模式,即品牌扩张、产业链延伸、战略联盟模式、资本扩张模式等。在理论研究的基础之上,本文选取了旅游地产行业内发展较为成功的四家企业(华侨城集团、中坤集团、开元旅业、香港瑞安)具体的分析了产业对接扩张模式下企业的战略扩张模式的选择,并探讨了扩张模式的实施条件,并通过模式比较总结了企业扩张的成功经验。最后对旅游地产企业扩张及如何发展的问题,有针对性的提出了一些对策。
[Abstract]:Tourism real estate is the best development of the two industries-tourism and real estate industry, cross-linked after the emergence of a new form of industry, its broad development potential and profit space has been the government's concern and investment developers in pursuit. In recent years, with the rapid growth of China's economy, tourism real estate has developed rapidly, Vanke, Evergrande and many other enterprises have entered tourism real estate. However, the enterprises that develop tourism real estate have not obtained the same benefit, some enterprises have obtained the ideal expansion benefit, others have not obtained the development, even suffered the loss. Enterprises that have made some gains in tourism real estate and those that have just entered the field of tourism real estate should turn a concept into an economic effect, realize the expansion and development of enterprises, and choose the strategy of tourism real estate enterprises. The choice of enterprise expansion mode is very important. It relates to whether the enterprise can step into the track of benign development and whether it can realize the sustainable development and a series of problems of enterprise development. At the same time, the study on the expansion mode of tourism real estate enterprises is of great significance to the healthy development of tourism real estate industry in China. This paper expounds the theoretical and practical background of the research, based on the theory of strategic management and the theory of enterprise expansion, and defines the definition of tourism real estate and other related concepts. The author thinks that tourism real estate is the general name of all kinds of real estate property which is mainly developed and operated to meet the comprehensive needs of tourists, and then studies the development course, characteristics and problems of tourism real estate at the present stage. At present, there are some problems in the expansion of tourism real estate enterprises, such as unbalanced layout, blind expansion, lack of talents and so on, and the competitive advantages of the interactive mode of tourism real estate are analyzed through the comparison of data. Based on the full analysis of the strategic environment of tourism real estate, this paper discusses the strategic choice of tourism real estate enterprises, and summarizes the typical industrial docking and expanding mode of tourism real estate industry, that is, "theme park real estate" mode. The "natural resources real estate" model, the "hotel real estate" model and the emerging docking mode are summarized, and the general strategic expansion mode of enterprise operation, namely brand expansion, industrial chain extension, strategic alliance mode, is summarized. Capital expansion model. On the basis of theoretical research, this paper selects four successful enterprises in the tourism real estate industry (overseas Chinese City Group, Zhongkun Group, Kaiyuan Travel Industry). Ryan, Hong Kong) analyzes the choice of strategic expansion model under the industrial docking expansion mode, discusses the implementation conditions of the expansion model, and summarizes the successful experience of enterprise expansion through the comparison of the models. Finally, some countermeasures are put forward for the expansion of tourism real estate enterprises and how to develop them.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F293.3

【参考文献】