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摘要：在我国，房地产行业属于国民经济的支柱产业之一，传统房地产业在经历了火爆的急速发展期后，随着商品房库存量的逐渐增加，逐渐出现了降温的迹象，人们开始追求更好的生活品质，在此大环境下，旅游地产这一新概念开始逐渐流行起来，众多的房地产企业也纷纷开始介入旅游地产，并开始有意识的进行企业的转型升级。随着我国市场经济的深入发展，人民生活水平的不断提高，国内旅游业正在经历蓬勃的发展期，因此旅游房地产的发展也面临着前所未有的机遇。然而在国内很多适合发展旅游地产的地方，在开发和营销上仍然存在着各种各样的问题。本文以郡原地产公司为例，结合其旅游地产发展的实例，分析郡原公司在发展旅游地产时的营销策略，并且研究其在发展过程中存在的机遇和制约因素，在此基础上提出旅游地产的若干建议。48643
毕业论文关键词： 旅游地产；郡原地产；营销策略
Analysis of tourism real estate marketing strategy - an example of joyon real estate
Abstract: In China, the real estate industry is one of the pillar industries of the national economy, the traditional real estate industry has experienced rapid development of popular, along with the gradual increase in the amount of housing stock, the gradual emergence of signs of cooling, people began to pursue a better life quality, in this environment, the new concept of tourism real estate began to pop up, many real estate companies have also started to intervene in tourism, real estate, and began to be conscious of the transformation and upgrading of enterprises. With the development of China's market economy, the continuous improvement of people's living standard, domestic tourism is experiencing booming development period, so the development of tourism real estate is also facing unprecedented opportunities. However, many in the country for the development of local tourism real estate, in the development and marketing of a variety of problems still exist. In this paper, the original county real estate company, for example, with examples of its tourism real estate development company in the original analysis of the county tourism development real estate marketing strategy and research opportunities and constraints which exist in the development process, it is proposed on the basis of travel Suggestions estate.
Keywords: tourism real estate; former county estate; Marketing Strategy
目 录
引言 1
一、旅游地产的发展现状 2
（一）旅游地产的概念 2
1、地产行业延伸下的旅游附加 2
2、旅游功能延伸下的地产项目 2
（二）旅游地产的特性 3
1、优质环境资源 3
2、专业物业管理 3
3、高档消费层次 3
4、多样地产产权 3
（三）旅游地产的发展现状 3
二、郡原地产的发展现状 6
（一）基本情况 6
1、管理层架构设置 6
2、企业经费运营 6
（二）郡原传统地产项目现况 7
1、居住物业7
2、商业物业7
3、办公物业7
（三）郡原旅游地产开发项目 7
1、基本情况7
2、外部环境7
3、内部发展构想8
4、具体实施情况8
三、郡原在旅游地产开发中存在的问题 9
（一）对公共资源维护不到位 9
（二）空置率居高不下 9
（三）缺乏品牌效应，营销推广不力10
（四）产品创新匮乏10
四、完善旅游地产开发的若干建议12
（一）开发与资源维护并举12
1、区位规划得当 12
2、建筑设计和谐 12
3、排放途径绿色 12