本文選題：旅游地產(chǎn) + 旅游地產(chǎn)企業(yè)　； 參考：《鄭州大學(xué)》2012年碩士論文

【摘要】：旅游地產(chǎn)是發(fā)展最好的兩大產(chǎn)業(yè)—旅游業(yè)和房地產(chǎn)業(yè),交叉對(duì)接后出現(xiàn)的一種新興的業(yè)態(tài),其廣闊的發(fā)展?jié)撃芎陀臻g得到了政府的關(guān)注及投資開發(fā)商的追捧。近年來,隨著我國(guó)經(jīng)濟(jì)的迅速增長(zhǎng),旅游地產(chǎn)發(fā)展迅猛,萬科、恒大等眾多企業(yè)紛紛進(jìn)軍旅游地產(chǎn)。不過,開發(fā)旅游地產(chǎn)的企業(yè)并沒有獲得同樣的效益,有的企業(yè)獲得理想的擴(kuò)張效益,也有的企業(yè)并沒有獲得發(fā)展,甚至遭受損失。在旅游地產(chǎn)上有所斬獲的企業(yè)和剛剛進(jìn)入旅游地產(chǎn)領(lǐng)域的企業(yè),要把一個(gè)概念變成經(jīng)濟(jì)效應(yīng),實(shí)現(xiàn)企業(yè)的擴(kuò)張和發(fā)展,旅游地產(chǎn)企業(yè)戰(zhàn)略的選擇、企業(yè)擴(kuò)張模式的選擇至關(guān)重要,它關(guān)系到企業(yè)能否步入良性發(fā)展的軌道,能否實(shí)現(xiàn)可持續(xù)發(fā)展等一系列企業(yè)發(fā)展的問題。同時(shí)旅游地產(chǎn)企業(yè)的擴(kuò)張模式的選擇研究也對(duì)我國(guó)旅游地產(chǎn)的產(chǎn)業(yè)健康發(fā)展有重要意義。 本文闡述了研究的理論和實(shí)踐背景,以戰(zhàn)略管理理論、企業(yè)擴(kuò)張理論等為基礎(chǔ),并對(duì)旅游地產(chǎn)的定義等相關(guān)概念進(jìn)行了界定,認(rèn)為旅游地產(chǎn)是主要為滿足旅游者的綜合需求而開發(fā)和運(yùn)營(yíng)的各類房地產(chǎn)物業(yè)的總稱；然后對(duì)旅游地產(chǎn)的發(fā)展歷程、特征、其現(xiàn)階段存在的問題進(jìn)行了研究,目前旅游地產(chǎn)企業(yè)擴(kuò)張存在著布局失衡、盲目擴(kuò)張、人才缺乏等問題,并通過數(shù)據(jù)比較分析了旅游地產(chǎn)互動(dòng)模式的競(jìng)爭(zhēng)優(yōu)勢(shì)。在充分的分析了旅游地產(chǎn)的戰(zhàn)略環(huán)境的基礎(chǔ)上,探討了旅游地產(chǎn)企業(yè)的戰(zhàn)略選擇,總結(jié)出旅游地產(chǎn)行業(yè)典型的產(chǎn)業(yè)對(duì)接擴(kuò)張模式,即“主題公園+地產(chǎn)”模式、“自然資源+地產(chǎn)”模式、“酒店+地產(chǎn)”模式和新興對(duì)接模式,并總結(jié)了具有普遍性的企業(yè)運(yùn)作的戰(zhàn)略擴(kuò)張模式,即品牌擴(kuò)張、產(chǎn)業(yè)鏈延伸、戰(zhàn)略聯(lián)盟模式、資本擴(kuò)張模式等。在理論研究的基礎(chǔ)之上,本文選取了旅游地產(chǎn)行業(yè)內(nèi)發(fā)展較為成功的四家企業(yè)(華僑城集團(tuán)、中坤集團(tuán)、開元旅業(yè)、香港瑞安)具體的分析了產(chǎn)業(yè)對(duì)接擴(kuò)張模式下企業(yè)的戰(zhàn)略擴(kuò)張模式的選擇,并探討了擴(kuò)張模式的實(shí)施條件,并通過模式比較總結(jié)了企業(yè)擴(kuò)張的成功經(jīng)驗(yàn)。最后對(duì)旅游地產(chǎn)企業(yè)擴(kuò)張及如何發(fā)展的問題,有針對(duì)性的提出了一些對(duì)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.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592;F293.3

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