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MBA论文_江西G公司庐山西海旅游小镇项目平台战略研究

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文本描述
II
4.3.2 旅游地产的打造26
4.4 与各合作方分别制定相应的合作规则27
4.2.1 与永修县政府的合作规则27
4.2.2 与高端酒店品牌的合作规则28
4.2.3 与当地社区的合作规则28
4.5 实施路线图与时间节点29
第5章江西G公司庐山西海旅游小镇平台战略实施的配套措施· 33
5.1 构造“多方参与、多元投资、多方共赢”的组织模式33
5.2 做好财务可行性测算,降低财务风险33
5.3 内部培育与外部引入相结合,造就旅游地产方面的管理人才36
第6章研究结论与未来展望 ·· 37
6.1 研究结论 · 37
6.2 未来展望 · 37
参考文献 ·· 38
后记 ·· 41摘要
中国的旅游地产最早起步于1990年前后的一些沿海地区和发达城市。经过二
十多年的发展,国内涌现出了一批典型的旅游地产企业以及一些标杆性的旅游地
产项目。然而,中国的旅游地产发展始终面临着一些艰巨的挑战,比如投资体量
大,回收周期长等,由此导致了相关企业如果不能很好的紧跟宏观调控的节奏或
者在筹融资方面出现问题,就会给企业的发展带来巨大的挑战。2017年闹得沸沸
扬扬的万达文旅城和万达酒店出售风波,不仅将万达、融创带到了舆论的漩涡,
也附带着引起了公众对于旅游地产的种种疑问
2016年,江西G房地产开发公司分别与江西省永修县政府、庐山西海管委会
签订协议,取得了位于庐山西海景区柘林湖板块5000亩土地的开发权,试图依托
庐山西海优质的自然资源条件打造一个特色旅游小镇。目前项目已经完成了前期
的土地平整工作以及初步的项目规划。在旅游地产行业龙头企业遭遇困境的情况
下,江西G公司庐山西海旅游小镇项目能否避开旅游地产开发过程中的各种潜在
风险,坚定各利益相关方的信心,打消消费者对于项目的质疑,并最终在住宅房
地产行业增长放缓的情况下为G集团找到新的利润增长点,就成为了本研究所主
要思考的问题
本论文的核心观点是借鉴平台理论,依托江西G房地产公司庐山西海项目所
拥有的各类资源,通过相关规则的制定引入各利益相关方搭建多边合作平台。为
了做好平台的运营,需要围绕项目核心资源——柘林湖大坝进行文学作品、影视
作品开发,打造相关的优质“IP”产业,以起到唤醒当年大坝建设者的历史记忆,
提升各年龄段受众对该资源的认知的作用,从而激活现有资源,为平台的运营提
供一个引爆点。在此基础上,围绕着项目区域内拥有的各类优质资源进行开发,
以水电、大坝为核心打造各类旅游项目,以寿养为主题打造养生地产。为了确保
平台战略能够落地,还需要建立“多方参与、多元投资、多方共赢”的组织模式,
做好旅游地产人才的外部聘请与内部提升,并做好完善的财务预测与应对预案
论文共分为六部分,第一章为绪论,对研究的背景、文章的内容结构和研究
方法进行了交待,对国内外旅游地产、旅游小镇等方面的研究现状进行梳理。第
二章对项目所在的庐山西海景区周边的旅游地产项目进行了分析比较,探讨其优
劣势,从而使得项目在未来进行差异化竞争时更有针对性。第三章主要回答平台
战略的设计问题。对G公司该项目所拥有的以及可以“借用”的各类资源进行了
分析,然后针对资源的开发与运营,探讨了需要引入哪些合作方来构建多边平台
第四章主要回答平台如何运营的问题。基本思路是以文学作品、影视作品开发提
升旅游资源,以旅游资源提升地产资源溢价,为此需要找准引爆点、打造爆款产
品并多渠道引入客户流量。第五章主要回答平台战略如何落地的问题,从组织模式、财务测算和人力储备这三个方面进行了阐述。第六章则是对论文的回顾总结
以及未来展望
关键词:G公司;旅游小镇;平台战略ABSTRACT
China's tourism real estate first started in some coastal areas and developed cities around 1990.
After more than two decades of development, a group of typical tourism real estate enterprises and
some benchmark tourism real estate projects have emerged in China. However, China's tourism real
estate development has always faced some arduous challenges, such as large investment volume
and long recovery cycle, which led to the related companies failing to closely follow the
macro-control rhythm or raising funds, It will bring huge challenges to the development of
enterprises. The uproar of the Wanda City Hotel and the Wanda Hotel in 2017 caused the storm not
only brought Wanda and Rongchuang to the whirlpool of public opinions, but also brought various
questions that caused the public to travel real estate.
In 2016, Jiangxi G Real Estate Development Company signed an agreement respectively with
Jiangxi Yongxiu County Government and Lushan Xihai Management Committee to acquire the
development right of 5000 mu land around Zhelin Lake in Lushan Xihai Area, trying to rely on the
excellent natural resources of Lushan Mountain Create a unique tourist town. The project has
completed the pre-land leveling work and preliminary project planning. In the tourism real estate
industry leading enterprises encountered difficulties, Jiangxi G Real Estate Development Company
Lushan West Sea tourism town project can avoid all potential risks in the development of tourism
real estate, strengthen the confidence of all stakeholders, to dispel consumers questioned the project,
And eventually found a new profit growth point for G Group in the case of a slowdown in the
growth of the residential real estate industry, it has become a major consideration of this study.
The core point of this dissertation is drawing on the platform theory, relying on all kinds of
resources owned by Jiangxi G Real Estate Company Lushan Xihai Project and introducing various
stakeholders to establish a multilateral cooperation platform through the formulation of relevant
rules. In order to do a good job of platform operation, it is necessary to carry out literature and film
and television works around the project's core resource - the Zhelin lake dam and create related
high-quality IP industries in order to arouse the historical memory of the dam builders and
upgrade Audiences at all ages have a cognitive role in this resource, thereby activating existing
resources and providing a tipping point for the operation of the platform. On this basis, various
types of high-quality resources owned by the project area will be developed. Various types of
tourism projects will be built around hydropower and dams, and health preservation will be built on
the basis of life support. In order to ensure that the platform strategy can fall into place, an
organizational model of multi-party participation, diversified investment and multi-win-win
cooperation needs to be established so as to improve the external employment and internal
promotion of tourism real estate professionals and improve sound financial forecasts and response
plans.
The thesis is divided into six parts. The first chapter is the introduction. The background of the
research, the content and structure of the article and the research methods are explained. The
research status quo of tourism real estate and tourist town at home and abroad are reviewed. The
second chapter analyzes and compares the tourism real estate projects around the Lushan Xihai
Area, discusses the advantages and disadvantages of the project, and makes the project more
pertinent in the future. The third chapter mainly answers the design of platform strategy. After
analyzing the types of resources owned by G company and what they can borrow, the paper。