本文選題：旅游房地產(chǎn)　切入點(diǎn)：項(xiàng)目定位　出處：《西安建筑科技大學(xué)》2013年碩士論文

【摘要】：旅游房地產(chǎn)作為旅游業(yè)與房地產(chǎn)業(yè)相互滲透和融合而成的一種產(chǎn)業(yè)，深受旅游業(yè)與房地產(chǎn)業(yè)產(chǎn)業(yè)政策的影響。近兩年來(lái)，在旅游業(yè)迅速發(fā)展的時(shí)期以及房地產(chǎn)業(yè)宏觀調(diào)控的階段，，旅游房地產(chǎn)業(yè)方興未艾，其發(fā)展問(wèn)題再次成為政府、房地產(chǎn)開(kāi)發(fā)商、投資者及消費(fèi)者普遍關(guān)注的焦點(diǎn)。項(xiàng)目定位是影響其開(kāi)發(fā)的關(guān)鍵所在，因此，研究并解決旅游房地產(chǎn)項(xiàng)目定位及其評(píng)價(jià)的問(wèn)題，對(duì)旅游房地產(chǎn)可持續(xù)發(fā)展有重要的理論指導(dǎo)意義和實(shí)際應(yīng)用價(jià)值。 本文在對(duì)大量國(guó)內(nèi)外相關(guān)文獻(xiàn)進(jìn)行研究的基礎(chǔ)上，以系統(tǒng)理論、可持續(xù)發(fā)展理論、旅游區(qū)位理論、市場(chǎng)營(yíng)銷(xiāo)及定位理論指導(dǎo)，以旅游房地產(chǎn)項(xiàng)目定位為研究對(duì)象，以構(gòu)建旅游房地產(chǎn)項(xiàng)目定位評(píng)價(jià)體系為目標(biāo)。首先，對(duì)旅游房地產(chǎn)概念、開(kāi)發(fā)模式、發(fā)展?fàn)顩r、未來(lái)發(fā)展趨勢(shì)和前景以及旅游房地產(chǎn)項(xiàng)目定位的涵義、內(nèi)容、相關(guān)理論、存在問(wèn)題做了詳細(xì)的分析論證；其次，總結(jié)歸納了旅游房地產(chǎn)項(xiàng)目定位的影響因素，并運(yùn)用問(wèn)卷調(diào)查法對(duì)這些影響因素從區(qū)域定位、功能定位、客戶(hù)定位、產(chǎn)品定位、營(yíng)銷(xiāo)定位五個(gè)方面進(jìn)行了劃分；再次，建立了旅游房地產(chǎn)項(xiàng)目定位的評(píng)價(jià)體系的初選指標(biāo)，利用層次分析區(qū)間估計(jì)模型對(duì)初選指標(biāo)體系進(jìn)行優(yōu)化，確立了旅游房地產(chǎn)項(xiàng)目定位評(píng)價(jià)的指標(biāo)體系，采用價(jià)值權(quán)重和影響權(quán)重相結(jié)合、主觀權(quán)重和客觀權(quán)重相結(jié)合的方法確定各個(gè)指標(biāo)的權(quán)重，然后構(gòu)建了基于模糊物元分析法的旅游房地產(chǎn)項(xiàng)目定位評(píng)價(jià)模型；最后，結(jié)合實(shí)際情況對(duì)西安臨潼旅游休閑度假區(qū)項(xiàng)目的定位進(jìn)行分析和評(píng)價(jià)，驗(yàn)證了模型的有效性。 論文通過(guò)對(duì)旅游房地產(chǎn)業(yè)的發(fā)展及旅游房地產(chǎn)項(xiàng)目定位的進(jìn)行全面系統(tǒng)的分析和論證，運(yùn)用科學(xué)的分析方法對(duì)旅游房地產(chǎn)項(xiàng)目定位評(píng)價(jià)做出了全面而系統(tǒng)、合理而準(zhǔn)確的研究，這對(duì)提高旅游房地產(chǎn)項(xiàng)目開(kāi)發(fā)品質(zhì)，促進(jìn)其整體效益的最大化及可持續(xù)發(fā)展有著現(xiàn)實(shí)意義和實(shí)用價(jià)值。
[Abstract]:Tourism real estate is a kind of industry formed by the mutual penetration and integration of tourism and real estate. It is deeply influenced by the industrial policies of tourism and real estate. In the past two years, In the period of rapid development of tourism and the stage of macro-control of the real estate industry, the tourism real estate industry is in the ascendant, and its development problem once again becomes the government, the real estate developer, Investors and consumers generally pay attention to the focus. Project positioning is the key to its development. Therefore, the problem of project positioning and evaluation of tourism real estate is studied and solved. It has important theoretical guiding significance and practical application value for the sustainable development of tourism real estate. Based on the research of a large number of domestic and foreign literature, this paper takes the system theory, the sustainable development theory, the tourism location theory, the marketing and the positioning theory as the research object, and takes the tourism real estate project positioning as the research object. First of all, the concept of tourism real estate, development model, development status, future development trends and prospects, as well as the meaning, content and related theory of tourism real estate project positioning. The existing problems are analyzed and demonstrated in detail. Secondly, the influencing factors of the positioning of tourism real estate project are summarized, and the influence factors are analyzed from regional positioning, functional positioning, customer positioning and product positioning by questionnaire survey. Five aspects of marketing positioning are divided. Thirdly, the primary evaluation index of tourism real estate project positioning system is established, and the primary index system is optimized by using the AHP interval estimation model. The index system of tourism real estate project positioning and evaluation is established. The method of combining value weight with influence weight, subjective weight and objective weight is used to determine the weight of each index. Then, this paper constructs the evaluation model of tourism real estate project location based on fuzzy matter element analysis. Finally, combining with the actual situation, this paper analyzes and evaluates the location of Xi'an Lintong tourism leisure resort area, and verifies the validity of the model. Through the comprehensive and systematic analysis and demonstration of the development of the tourism real estate industry and the positioning of the tourism real estate project, the thesis makes a comprehensive and systematic evaluation of the tourism real estate project location and evaluation by using the scientific analysis method. Reasonable and accurate research is of practical significance and practical value in improving the quality of tourism real estate project development and promoting its overall benefit maximization and sustainable development.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F592.7;F299.27

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