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论文编号：	13543
作者编号：	2320190589
上传时间：	2022/12/4 12:56:06
中文题目：	文旅地产“起云湾”项目营销策略研究
英文题目：	Research on the Marketing Strategy of the
指导老师：	马连福
中文关键字：	文旅地产、营销策略、品牌营销
英文关键字：	Cultural tourism real estate；Marketing strategy；Brand marketing
中文摘要：	我国的地产行业也已开始由增量发展时代走向了存量资管管理时代，行业整体的增长速度降低，竞争不断加剧。开发企业也不断进行产品的创新及迭代。在政策的影响以及用户消费行为的变化下，许多开发企业都投入到了文旅地产的开发中。恒大、万达、融创等上百家房企纷纷入局，每年投入文旅产业领域的资金高达数千亿元，也产生了万达文旅城、恒大文旅城等标杆性房企的代表产品，而阿那亚、奥伦达、良渚这种现象级、特色的文旅项目也开始不断涌现，不断刷新文旅地产的标准。文旅地产也从早期依托自然景观开发“卖资源”的模式逐渐转向社群、文化的打造，开始“卖文化”。随着文旅地产开发门槛的提高，文旅地产也成为了能代表开发商开发能力的类目，也是操盘难度最大的类目，涉及到定位、产品、运营、营销方面的比拼。文旅地产开发周期长、资金占用率高，为在强烈的竞争中跑赢市场，各地产开发商更是在文旅项目运营、营销环节不断加码，推陈出新。对于营销更是倾注了更多的资源与关注，不断进行策略更迭，力争在下行市场中有更好的业绩表现与利润体现。每家公司关注点与着力点不同，也使得各公司的营销策略有较大区别。 本文梳理了起云湾项目目前的经营现状，分析了项目存在的营销困难，通过PEST及SWOT分析方法的应用找出问题核心要素。起云湾项目目前面临较大的营销挑战，随着目前三条红线管控，房地产行业融资、按揭放款的难度逐渐增大，以投资度假属性为主的文旅项目受到了较大的制约。房地产公司需要营销带来更快的销售速度、更高的回款金额，以保证公司的正常运营与发展。结合起云湾存在的营销问题，使用营销4P理论，提出了可行性的方案与建议，希望能对起云湾项目的营销破局有所帮助。
英文摘要：	China's real estate industry has also begun to move from the era of incremental development to the era of stock asset management. The overall growth rate of the industry has decreased, and the competition has become increasingly fierce. The development enterprise also continues to carry out product innovation and iteration. Under the influence of policies and changes in consumer behavior, many development enterprises have invested in the development of cultural tourism real estate. Hundreds of real estate enterprises, such as Evergrande, Wanda and Rongchuang, have entered the market one after another. Every year, hundreds of billions of yuan is invested in the cultural and tourism industry, and the representative products of benchmark real estate enterprises, such as Wanda Cultural Tourism City and Evergrande Cultural Tourism City, have also been produced. And cultural and tourism projects, such as Anaya, Orenda and Liangzhu, with phenomenal and distinctive characteristics, have also begun to emerge, constantly refreshing the standards of cultural and tourism real estate. Cultural tourism real estate has also gradually shifted from the early mode of "selling resources" relying on natural landscape development to the creation of community and culture, and started to "sell culture". With the improvement of the development threshold of cultural tourism real estate, cultural tourism real estate has also become a category that can represent the development ability of developers, and is also the category with the greatest difficulty in trading, involving competition in positioning, product, operation and marketing. The development cycle of cultural and tourism real estate is long and the capital occupation rate is high. In order to win the market in the fierce competition, the real estate developers are constantly increasing their weight in the operation and marketing of cultural and tourism projects. More resources and attention have been devoted to marketing, constantly changing strategies, and striving for better performance and profit in the downstream market. Each company has different focus and focus, which also makes the marketing strategies of each company different. This paper combs the current operation status of Qiyun Bay project, analyzes the marketing difficulties of the project, and finds out the core elements of the problem through the application of PEST and SWOT analysis methods. Qiyun Bay project is currently facing great marketing challenges. With the current control of three red lines, the difficulty of financing and mortgage lending in the real estate industry has gradually increased, and cultural tourism projects with investment and holiday attributes have been greatly restricted. The real estate company needs marketing to bring faster sales speed and higher amount of payment collection to ensure the normal operation and development of the company. Combined with the marketing problems existing in Qiyun Bay, using the marketing 4P theory, this paper puts forward feasible plans and suggestions, hoping to help break the marketing situation of Qiyun Bay project.
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