本文選題：張恒公司 + 旅游地產(chǎn)��； 參考：《石河子大學(xué)》2014年碩士論文

【摘要】：隨著我國(guó)居民生活水平的提高，越來(lái)越多的人有度假旅游的觀念和行為。海南島宜人的氣候和優(yōu)美的旅游度假區(qū)，吸引了大批外地游客前來(lái)購(gòu)房度假或短期居住，海南島面臨了超乎本省人口幾倍的一個(gè)旅游消費(fèi)者市場(chǎng)。隨著國(guó)際旅游島的建設(shè)，海南島養(yǎng)生度假天堂的名聲享譽(yù)四海，旅游養(yǎng)生地產(chǎn)應(yīng)運(yùn)而生，這給海南島帶來(lái)了巨大的旅游房地產(chǎn)發(fā)展前景，，吸引了大批房地企業(yè)來(lái)開(kāi)發(fā)旅游地產(chǎn)，填補(bǔ)供給空缺，并加大了旅游地產(chǎn)的市場(chǎng)競(jìng)爭(zhēng)力，使旅游地產(chǎn)更專(zhuān)業(yè)化、國(guó)際化，滿足旅游度假地產(chǎn)的需求。 然而在海南旅游地產(chǎn)的不斷發(fā)展中，各種問(wèn)題都會(huì)出現(xiàn)，其中最嚴(yán)重的問(wèn)題當(dāng)屬營(yíng)銷(xiāo)問(wèn)題。海南旅游度假地產(chǎn)面臨一個(gè)龐大而成熟的消費(fèi)者市場(chǎng)，自身供給市場(chǎng)競(jìng)爭(zhēng)激烈，營(yíng)銷(xiāo)能否成功，產(chǎn)品能夠讓消費(fèi)者滿意成為了開(kāi)發(fā)商思考的重點(diǎn)問(wèn)題。本文通過(guò)調(diào)查海南旅游地產(chǎn)發(fā)展的現(xiàn)狀和存在問(wèn)題，分析張?jiān)韭糜味燃俚禺a(chǎn)的外部環(huán)境，發(fā)現(xiàn)海南旅游地產(chǎn)營(yíng)銷(xiāo)現(xiàn)狀中存在的普遍問(wèn)題及張?jiān)韭糜蔚禺a(chǎn)的營(yíng)銷(xiāo)問(wèn)題，對(duì)消費(fèi)者市場(chǎng)的特點(diǎn)，以及供給市場(chǎng)的不足做了細(xì)致的分析，并對(duì)存在問(wèn)題的原因進(jìn)行了分析，結(jié)合對(duì)各種營(yíng)銷(xiāo)理論的研究發(fā)現(xiàn)，現(xiàn)代4C理論以消費(fèi)者為中心的理念最適用于解決海南張?jiān)糜味燃俚禺a(chǎn)的營(yíng)銷(xiāo)問(wèn)題。并提出了基于4C理論的海南旅游地產(chǎn)的營(yíng)銷(xiāo)策略：消費(fèi)者策略、成本策略、方便性策略以及溝通策略。能夠填補(bǔ)海南旅游地產(chǎn)營(yíng)銷(xiāo)研究的空白，并且提出的營(yíng)銷(xiāo)策略能夠?yàn)榉康禺a(chǎn)企業(yè)實(shí)際營(yíng)銷(xiāo)提供借鑒作用。 最后，根據(jù)提出的海南張?jiān)韭糜味燃俚禺a(chǎn)營(yíng)銷(xiāo)的4C策略，分析了張?jiān)卷樌麑?shí)施4C營(yíng)銷(xiāo)理論的保障：擁有結(jié)構(gòu)合理、專(zhuān)業(yè)化的營(yíng)銷(xiāo)團(tuán)隊(duì)；注重營(yíng)銷(xiāo)過(guò)程中的規(guī)范流程；以及信息優(yōu)化管理。為張?jiān)句N(xiāo)售旅游房地產(chǎn)項(xiàng)目提供借鑒。
[Abstract]:With the improvement of living standards, more and more people have the concept and behavior of holiday tourism. Hainan Island, with its pleasant climate and beautiful tourist resorts, has attracted a large number of foreign tourists to buy houses for vacation or to live for a short period of time. Hainan Island is faced with a tourist consumer market that exceeds the population of the province by several times. With the construction of the international tourist island, Hainan Island enjoys a reputation as a health resort paradise, and the tourism and health property industry emerges as the times require. This has brought a huge prospect for the development of tourism real estate in Hainan Island, attracting a large number of real estate enterprises to develop tourism real estate. Fill the supply gap, and increase the market competitiveness of tourism real estate, make tourism real estate more specialized, internationalized, meet the demand of tourism vacation real estate. However, in the continuous development of Hainan tourism real estate, all kinds of problems will appear, among which the most serious problem is marketing. Hainan tourism and vacation real estate is faced with a huge and mature consumer market, the competition of its own supply market is fierce, whether the marketing is successful or not, and whether the products can satisfy the consumers has become a key issue for developers to think about. By investigating the present situation and existing problems of Hainan tourism real estate development, this paper analyzes the external environment of Zhangyuan Company's tourism and vacation real estate, and finds out the common problems in Hainan tourism real estate marketing and the marketing problems of Zhangyuan company's tourism real estate. The characteristics of the consumer market and the shortage of the supply market are analyzed in detail, and the causes of the problems are analyzed, combined with the research of various marketing theories. The modern 4 C theory is the most suitable to solve the marketing problem of Hainan Zhangyuan tourist resort property. The marketing strategy of Hainan tourism real estate based on 4C theory is put forward: consumer strategy, cost strategy, convenience strategy and communication strategy. It can fill the blank of Hainan tourism real estate marketing research, and the proposed marketing strategy can provide reference for real estate enterprises. Finally, according to the 4C strategy of Hainan Zhangyuan Company's tourism and vacation real estate marketing, this paper analyzes the guarantee of the successful implementation of 4C marketing theory by Zhang Yuan Company: having a reasonable structure and specialized marketing team, paying attention to the standard flow in the process of marketing; And information optimization management. Zhangyuan Company for the sale of tourism real estate projects to provide reference.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F592.7;F299.233.4

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