当代东戴河·白金海MOMΛ项目度假地产市场推广研究

2013 级研究生 秦 虎

摘要

旅游度假地产是旅游产业和房地产业发展到一定阶段后相互融合和支持而产生的新的分支。一方面，度假式旅游产业的快速发展催生了度假地产市场的繁荣；另一方面，我国房地产市场整体形势的不景气增加了度假地产项目的营销压力。在这种背景下，科学制定市场营销策略是度假地产项目把握发展机遇、提升项目销量的关键。

本文以当代东戴河（白金海MOMΛ 度假地产项目，以下简称白金海MOMΛ 度假地产项目）为研究对象，以准确分析该度假地产项目市场营销环境、科学制定市场推广策略为研究目的。在研究过程中，本文综合使用了理论分析法、案例研究法和问卷调查法等多种研究与分析方法。首先，本文对旅游度假地产相关概念进行了界定，对本文研究中用到的相关理论进行了简单介绍，并对与本文有关的相关研究成果进行了归纳。其次，本文对包括白金海MOMΛ 在内的区域内4 个度假地产的400 名业主进行了问卷调查，对区域内度假地产的消费者人口统计学特征和需求特征进行了详细的分析。再次，本文对白金海MOMΛ 及其区域内的3 个竞品项目进行了对比分析，利用SWOT 分析方法对白金海MOMΛ 度假地产项目的外部机遇与威胁和内部优劣势进行了分析。最后，本文根据以上分析结果，完成了对白金海MOMΛ 度假地产市场战略的选择和目标市场的分析，还给出了具体的市场推广策略。本文认为，白金海MOMΛ 度假地产项目要以市场细分理论和差异化营销理论为基础，大力实施市场渗透策略，以提升项目知名度和影响力。具体来说，包括梳理项目形象、完善功能配套、多渠道渗透市场、注重体验式营销、主要市场发力、实现精准导客等。

本文在制定该度假地产项目市场推广策略的过程中，使用的分析工具和研究方法对于其他旅游度假地产项目具有一定的借鉴和指导意义。同时，本文研究目的的实现，在一定程度上也可以丰富旅游度假地产项目营销的理论研究成果。

关键词：度假地产；市场营销；滨海旅游；消费者需求分析

Resort real estate marketing strategy of Platonic Ocean MOMΛ(www.xing528.com)

Abstract

Tourist resort real estate is a new branch of industry after tourism and real estate development to a certain stage of mutual integration and support generated. On the one hand，the rapid development of resort tourism industry gave birth to the prosperity of the resort real estate market；on the other hand，the overall situation of China's real estate market downturn increases the pressure on the marketing of resort real estate projects. In this context，the scientific development of resort real estate marketing strategy is to grasp opportunities for development projects，key projects to enhance sales.

In this paper，to the Platonic Ocean MOMΛ Resort real estate projects for the study，in order to accurately analyze the resort real estate project marketing environment，the scientific development of marketing strategies for research purposes. During the study，This paper uses the theoretical analysis，a variety of research and analysis of case studies and questionnaire method. Firstly，the resort real estate related concepts defined on the theory used in this study were presented，and summarized the research results related to this article. Secondly，to the region，including Platonic Ocean MOMΛ including four resort real estate 400 owners conducted a survey on consumer demographic characteristics and needs of resort real estate in the region carried out a detailed analysis. Thirdly，on the Platonic Ocean MOMΛ three competing products in the project area and were compared using SWOT analysis method Dai Dong external opportunities and threats and internal strengths and weaknesses River（Aquamarine Resort real estate projects carried out analysis. Finally，based on the above analysis，the completion of the selection of the target market and the Platonic Ocean MOMΛresort real estate market strategy analysis，also gives specific marketing strategies. This paper argues that the Platonic Ocean MOMΛ aquamarine resort real estate projects to market segmentation theory and differential marketing theory，vigorously implement market penetration strategies to improve project visibility and influence. Specifically，the project includes a comb image，improve the function of supporting multiple channels to penetrate the market，focusing on experiential marketing，major market force，to achieve precise guide and other passengers.

In this paper，the development of tourism real estate projects in the process of marketing strategy，analysis tools and research methods used have some reference and guidance for other tourist resort real estate projects. At the same time，achieve the purpose of this study，to a certain extent，can also enrich the theory research vacation real estate project marketing.

Key words：Resort real estate；Marketing；Coastal tourism；Analysis of consumer demand