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论文编号：	10556
作者编号：	2120162908
上传时间：	2018/12/6 22:29:48
中文题目：	TY公司心安度假小镇营销策略研究
英文题目：	Research on Marketing Strategy of Xin''''an Resort Town of TY Company
指导老师：	吴晓云
中文关键字：	旅游地产；房地产开发；营销策略；市场定位
英文关键字：	Tourism Real Estate；Real Estate Development；Marketing Strategy；Market Positionin
中文摘要：	近年来，随着城镇居民收入水平逐渐提高，旅游、度假正成为增长最快的居民消费领域之一，旅游业已成为国民经济的重要产业。高人口基数带来的庞大旅游消费需求使旅游业进入“大众旅游”阶段，其中，相对高端的休闲度假旅行也随之增长，旅游方式更加注重身心休闲与放松。各种旅游形式中，除传统的观光旅游外，深入体验式的休闲度假旅游正快速增长。 浙江在地理气候、景观资源、经济发达程度、居民消费需求等方面的优势因素使其成为国内休闲度假旅游开发较早、运作较为成熟的区域之一，吸引了大批房地产开发商进驻投资旅游地产项目，行业的专业化、国际化水准较高，竞争力位居国内前列。面对已达到较高发展程度的浙江旅游地产市场的激烈竞争，一些新建项目能否通过高水准的营销吸引投资客及度假客，能否以差异化的产品和服务获得后发优势，是运作休闲度假旅游地产项目的重要课题。 本文以TY公司拟开发的心安度假小镇为研究对象，通过国内休闲度假旅游地产发展现状调查，对一些成功案例进行分析借鉴，剖析了心安度假小镇的外部竞争环境及自身局限性和困难点；通过STP理论对项目进行精准定位，以4P理论、4C理论等营销理论为指导，形成了差异化的产品策略、基于产品力下的价格策略、多渠道的促销策略以及服务与体验营销策略。在此基础上，进一步建立了营销实施与保障体系，并进行了详尽的财务评价。本文为TY公司心安度假小镇项目开发提供了具体理论指导和实施建议，也为未来休闲度假旅游地产项目的投资开发和营销管理提供了具有参考价值的实操借鉴。
英文摘要：	In recent years, with the increasing income level of urban residents, tourism is becoming one of the fastest growing areas of residents' consumption. And tourism has become an important industry in the national economy. The huge demand for tourism consumption which caused by the high population base has made the tourism industry turn into the stage of " mass tourism". At the same time, high-end vacation activities also increase. People pay more attention to physical and mental recreation and relaxation. Among the various forms of tourism, in addition to the traditional sightseeing tourism, the in-depth experience of leisure tourism and vacation tourism is growing rapidly. Zhejiang, because of its climate, landscape, economic development level, consumer demand, becomes one of areas where develop domestic leisure early and operate maturely. This area attracts a large number of real estate developers to invest. In this area, there is a high level of industry specialization , internationalization and industry competitiveness. In the face of the fierce competition in the tourism real estate market, how to attract investors and vacationers through high-level marketing, and whether they can obtain late-mover advantages through differentiated products and services, is an important subject for the operation of tourism real estate projects. This study takes the Xin’an resort town which planned by TY company as the research object. Through the investigation of the development status of domestic tourism real estate and some successful cases, this essay analyzes the Xin’an resort town’s external competitive environment, its own limitations and difficulties.By means of the STP theory, 4P theory, 4C theory and other marketing theories, it comes into differentiated product strategies, price strategies based on product strength, multi-channel precise promotion strategies, and service and experience marketing strategies. On this basis, it also establishes the marketing implementation and guarantee system. This paper provides concrete theoretical guidance and implementation suggestions for the project development of the Xin’an resort town of TY company, and also provides practical reference for the investment development and marketing management of future tourism real estate projects.
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