随着近年来我国经济的快速发展，社会在一定程度上进入了休闲经济的时代，旅游 地产就逐渐发展起来。大型旅游度假村的兴起和发展是旅游业发展到一定阶段的必然产 物。我国旅游度假地产虽然起步晚，但是发展迅速，随着我国各地景区开发进程不断加 快，旅游地产行业发展空间巨大。为了抓住旅游地产的发展趋势，D地产公司在清远市 英德市启动Y文旅别墅项目。 本文在了解清远市旅游房地产业现状基础上，以D地产公司的Y文旅别墅项目为 研究的对象，分析旅游地产行业发展的趋势，探索大型城市周边生态旅游度假区项目营 销新思路。本文以对现有的房地产项目营销理论的梳理和研究为基础，利用PEST、 SWOT、波特五力、STP等分析模型为本次研究分析工具，运用结构化分析的实践调查 方法，从政策背景项目商务的沟通，企业内外部环境分析、横向对比周边竞争对手的项 目和营销服务研究等方面着手研究Y项目的营销策略，对Y项目的市场细分、目标市 场和市场定位进行研究，最后从产品、价格、渠道、促销等方面提出Y项目市场营销策 略的建议。为D地产公司Y文旅别墅项目的市场营销工作提出建议，也为其他相关房 地产营销部门的营销管理工作提供有益的参考。 本文的研究基于D地产公司Y项目实际操作中的大量真实数据进行，为Y项目提 供更多更有针对性的营销建议和新的思路，对于相关行业相关类型的项目都能起到一定 的借鉴意义。 关键词：旅游地产；市场营销；营销策略 II Abstract With the rapid development of China's economy in recent years, society has entered the era of leisure economy to a certain extent, and tourism real estate has gradually developed. The rise and development of large-scale tourist resorts is an inevitable product of the development of tourism to a certain stage. Although China's tourism and holiday real estate started late, it has developed rapidly. As the development of scenic spots across China continues to accelerate, the tourism real estate industry has huge room for development. In order to grasp the development trend of tourism real estate, D Real Estate Company launched the Y Wenlv Villa project in Yingde City, Qingyuan City. Based on the understanding of the current situation of Qingyuan's tourism real estate industry, this article takes D Real Estate Company's Y cultural tourism villa project as the research object, analyzes the development trend of tourism real estate industry, and explores new marketing ideas for ecological tourism resort projects around large cities. This article is based on the combing and research of existing real estate project marketing theories, using analysis models such as PEST, SWOT, Porter's Five Forces, and STP as the analysis tools for this study, using the practice survey method of structured analysis, from the policy background Project business communication, analysis of the internal and external environment of the enterprise, horizontal comparison of projects with neighboring competitors and marketing services, etc., began to study the marketing strategy of Y project, to study the market segmentation, target market and market positioning of Y project, and finally from Product, price, channel, promotion and other aspects of Y project marketing strategy recommendations. Provide suggestions for the marketing work of D Real Estate Company's Y Wenlv Villa project, and also provide useful reference for the marketing management work of other relevant real estate marketing departments. The research in this article is based on a large amount of real data in the actual operation of D Real Estate Company ’s Y project, providing Y project with more targeted marketing suggestions and new ideas, which can be used as a reference for related types of projects in related industries. significance. Key Words：tourism real estate; Marketing; Marketing Strategy III 目 录 摘要 ........................................................................................................................................... I Abstract ..................................................................................................................................... II 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 ............................................................................................................. 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 3 1.2 文献综述 ......................................................................................................................... 3 1.2.1 国外研究现状 .......................................................................................................... 3 1.2.2 国内研究现状 .......................................................................................................... 4 1.3 研究内容与方法 ............................................................................................................. 6 1.3.1 研究内容 .................................................................................................................. 6 1.3.2 研究方法 .................................................................................................................. 7 1.3.3 研究路径 .................................................................................................................. 7 第二章 D地产公司Y项目概况 ............................................................................................. 8 2.1 D地产公司介绍 .............................................................................................................. 8 2.2 D地产公司Y项目介绍 ................................................................................................. 8 2.3 Y项目面临的营销问题 ................................................................................................ 12 2.4 本章小结 ....................................................................................................................... 13 第三章 Y项目营销环境分析 ................................................................................................ 15 3.1 Y项目外部环境 ............................................................................................................ 15 3.1.1 政策环境分析 ........................................................................................................ 15 3.1.2 经济环境分析 ........................................................................................................ 16 3.1.3 社会环境分析 ........................................................................................................ 17 3.1.4 技术环境分析 ........................................................................................................ 17 3.2 行业环境分析 ............................................................................................................... 18 3.2.1 供应商的议价能力 ................................................................................................ 18 3.2.2 购买者的议价能力 ................................................................................................ 19 IV 3.2.3 新进入者旳威胁 .................................................................................................... 19 3.2.4 替代品的威胁 ........................................................................................................ 20 3.2.5 同行业竞争者的竞争程度 .................................................................................... 20 3.3 Y项目内部环境 ............................................................................................................ 22 3.3.1 资源条件 ................................................................................................................ 22 3.3.2 能力分析 .....................................................................................................