Study On The Distribution Channel Strategy Of Hainan Tourism Real Estate

Since Hainan Province was planed for the international tourism island, the provincial government has planned many major tourist resorts. These tourism estate around the tourism area is developing in full swing, and has become a strong force of the economic development in the building of international tourism island. In the last two years, Hainan Provincial Tourism real estate market competition is fierce, and the distribution channel has become the key aspects to gain competitive advantage of tourism real estate. More and more tourism real estate developers attach importance to the distribution channels. However, the development model, products, the resources that relying on. The market environment of Hainan Provincial tourism real estates is similar lead to the distribution channels of the Hainan Provincial is similar, tourism real estate companies imitate each other in the design of distribution channels. Tourism and real estate industry sales, has no further innovation, and the conflict intensified between distribution channel members.For this phenomenon in order to more accurately understand the problems of tourism real estate industry in Hainan Province and the form factor of the problem, this article use grounded theory method and make qualitative research on the interviews information, and eventually come to the model of the existing problem and its form factor of Hainan Provincial tourism real estate distribution channels and proposed four strategies for this problem, that is, to build tourism real estate distribution channel strategy system, innovation of tourism real estate products and distribution channels mode; preferred distributor channel member; develop early warning mechanism of channels conflict and strictly enforced. Each of these strategies is divided into levels has corresponding strategies. As for the product innovation the author suggests that the Government should divid the tourism planning area real estate module into "sunset zone" and "Chaoyang District," the author also suggests that the Government, enterprises, trade associations Cooperate to launch the network marking channel model to achieve the channel model innovation.This paper consists of six chapters, the content of the first chapter is introduction. Mainly introduces the research background, purpose and significance, research methods an innovative points, etc.; The second chapter is about the distribution channels, tourism, real estate grounded theory, the definition and theoretical basis and research both at home and abroad; The third chapter mainly analyzes the distribution of tourism real estate of hainan province and tourism resources, which summarize hainan province tourist attractions, tourist town and the town saloon, theme parks, and these tourism resources provide conditions for the development of tourism real estate; Section in the fourth chapter is the focus of this article, mainly uses grounded theory to qualify problems existing in the distribution channel in tourism real estate of hainan province, and finally draws a theoretical framework, which uses the interview method to inview12senior management of tourism real estate of hainan province industry,15sales staff and15distributors management from macro and micro aspects, and makes a memo in it. Chapter v in the fourth chapter is aimed at dealing problems in frame structure and the forming factors, putting forward the corresponding strategy, expecting to solve problems existing in the distribution channels of hainan province’s tourism real estate, and making the way towards standardization of distribution channel, rationalization of virtuous cycle, and making the tourism real estate in terms of distribution channels into the benign competition state of vigor and vitality.