本文關(guān)鍵詞： 旅游地產(chǎn) 發(fā)展戰(zhàn)略 PEST分析 五力模型 SWOT分析　出處：《河北工業(yè)大學》2014年碩士論文　論文類型：學位論文

【摘要】：旅游地產(chǎn)概念在二十世紀八九十年代從歐洲傳入中國，伴隨著旅游業(yè)的興旺發(fā)展也逐漸被人們所認知，從最初為了解決空置房而改造為度假用物業(yè)開始，到今天成為眾多旅游開發(fā)企業(yè)和房地產(chǎn)開發(fā)企業(yè)追捧的焦點，僅僅用了幾十年的時間。與此同時，國民的旅游消費習慣從“景點游”逐步轉(zhuǎn)變?yōu)椤靶蓍e游”，這樣的轉(zhuǎn)變也使得旅游地產(chǎn)擁有了數(shù)量龐大的的消費群體。 但由于旅游地產(chǎn)項目本身具有開發(fā)周期長、投入回報緩慢、投資風險大等特點，眾多項目由于調(diào)研不足、沒有總體規(guī)劃、資金供給等問題，出現(xiàn)項目質(zhì)量良莠不齊的現(xiàn)象。本人所任職的河北太祖山公司是一家剛剛涉足旅游地產(chǎn)業(yè)務的公司，，因此在開展該項業(yè)務之前進行詳細調(diào)研、制定戰(zhàn)略、確定可行性是保證該項目能夠順利進行并獲得成功的必要工作。 基于我國政府大力發(fā)展旅游業(yè)的政策背景和房地產(chǎn)業(yè)大熱的經(jīng)濟形勢，筆者綜合考慮了河北邯鄲擁有優(yōu)越的地理位置、千年的文化底蘊以及優(yōu)美的自然風光等有利自然條件和河北太祖山旅游公司本身具備的內(nèi)部競爭優(yōu)勢。通過精心調(diào)查并分析了本項目一旦實施將會面臨的機會、威脅和本項目的優(yōu)勢、劣勢等多方面的內(nèi)容，對該項目的實施進行了戰(zhàn)略選擇，并制定了戰(zhàn)略目標。最后又對國家政策、項目定位、項目規(guī)劃設計、項目推廣策劃、項目資金籌措進行了分析，并提出項目投資經(jīng)營的建議。筆者希望，通過本文的研究能夠?qū)颖碧嫔铰糜喂具M行旅游地產(chǎn)項目能夠起到指導性的作用。
[Abstract]:In 20th century, the concept of tourism real estate was introduced into China from Europe in the 1980s and 1990s. Along with the prosperous development of tourism, it was gradually recognized by people. Today, it has become the focus of many tourism development enterprises and real estate development enterprises. At the same time, the national tourism consumption habits have gradually changed from "scenic spot tour" to "leisure tour". Such a shift also allows tourism real estate to have a large number of consumer groups. However, the tourism real estate project itself has the characteristics of long development cycle, slow investment return, large investment risk, many projects due to insufficient research, no overall planning, capital supply and other problems. The quality of the project is mixed. I work in Hebei Taizushan Company is a company that has just set foot in the tourism real estate business, so before the development of the business detailed investigation and development strategy. Determining feasibility is necessary to ensure the success of the project. Based on the policy background of our government to develop tourism and the booming economic situation of real estate industry, the author comprehensively considered the superior geographical position of Handan in Hebei province. Through careful investigation and analysis of the opportunities that this project will face once implemented, the cultural heritage and beautiful natural scenery and favorable natural conditions and the internal competitive advantages of Hebei Taizushan Tourism Company are analyzed. Threats, strengths and weaknesses of the project, and so on, the implementation of the project for the strategic choice, and formulated strategic objectives. Finally, to the national policy, project positioning, project planning and design. Project promotion planning, project financing analysis, and put forward the project investment and management of the proposal. I hope. The research in this paper can guide the tourism real estate project of Hebei Taizushan Tourism Company.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7

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