A Study On Expansion Pattern Of Tourism Real Estate Companies

Tourism real estate that has been grafted tourism and real estate of two growth best industry is a new industry format, which has wide development potential and profit space by numerous investors and the government’s attention.In recent years, as China’s rapid economic growth and tourist industry developing rapidly, many enterprises have entered into tourism real estate industry, such as Vanke, Evergrande etc.However, the development of tourism of the real estate company did not get the same benefits, some enterprises obtain ideal expansion benefits, also some enterprise didn’t get development, even suffer. Tourism real estate enterprise which has won the interests and just is trying want to get a concept into economic effect in the field of the tourism real estate and realize enterprise expansion.Tourism real estate enterprise strategic choice, and the enterprise expansion model selection are very important, it is linked to the enterprise whether enters benign development track, could realize sustainable development, a series of enterprise development. Also the research of expansion mode choice of the tourism real estate enterprises relate to the health development of China’s tourism real estate industry.This paper describes the study of theoretical and practical background. Strategic management theory, business expansion theory as the basis for the definition of real estate and tourism related concepts were defined, that tourism is a major real estate to meet the comprehensive needs of tourists, development and operation of the general term for various types of real estate property; then the tourism real estate development process, characteristics, and its problems at this stage were studied. Currently there is a tourism real estate business expansion layout imbalance, blind expansion and lack of skills and other issues, and through a comparative analysis of the tourism real estate data interaction model of competitive advantage. The tourism real estate firm’s strategic choice is on the basis of the full analysis of the strategic environment of tourism real estate.The paper sum up a typical docking expansion mode of the tourism real estate industry, that is the theme park model real estate, natural resources real estate model,the hotel real estate model and emerging docking mode, and summarizes the universal expansion of business operations strategy model, that is brand expansion, extension of industrial chain, strategic alliance model,capital expansion mode. On the basis of theoretical studies, this paper selected the development of tourism real estate industry more successful of the four companies (OCT Group, Kun Group, New Century Tourism, Hong Kong Ryan) and specifically analysis corporate strategy to expand the choice of mode in the industrial expansion of docking mode, and explore implementation of the conditions, and sum successful experience of the enterprise expansion through model comparison.Finally, some suggestions of the continued expansion of tourism real estate business and how development issues are put forward.