Tourism Real Estate Marketing Ability Research Of Xi’an QJWT Company

Tourism real estate involves scenic operation, real estate development, business, cultural development and many other links, Compared with the traditional real estate projects, not only at the early development stage to the coordination problem of good scenic merchants and the scenic area and residential planning and layout of and after the completion of have pay attention to the operation and management of the scenic spots and shopping district. The tourism real estate enterprise not only needs the abundant land reserve and the fund strength, but also must have the mature management team and the specialized business operation management ability. Tourism real estate as a new form of tourism and real estate features, with beautiful natural landscape and comfortable living environment, access to social capital and consumers of all ages and praise. According to statistics, domestic tourism real estate companies nearly 80% transformed from the real estate business, Due to the lack of marketing ability theory, most of the tourism, real estate enterprises in the marketing decision of the project is still in use of real estate marketing idea, resulting in the project after the completion of the area and the commercial operation business desolate and deserted situation.This paper starts with the weak link in tourism real estate management, First, the main indicators of the impact of tourism real estate marketing ability are selected by the way of the use of the experts scoring; Then, the evaluation model of tourism real estate marketing capability is established by using the analytic hierarchy process and the fuzzy comprehensive evaluation method; Finally, the model is calculated and analyzed comprehensively. Through comparative analysis, draw the impact of tourism, real estate marketing ability of five factors: first is the marketing strategy. The second is the competition of the tourism products, the third is branding and marketing communication ability, and the fourth is the value of customer relationship. The fifth is marketing organization ability. Finally, this paper carries on the empirical research to the Datang city project of the QJWT group investment development. Through the investigation and evidence collection, computation and project the original data into before the establishment of tourism real estate marketing capacity evaluation index system. Through the model analysis, it is concluded that Datang city capabilities for the conclusion of a moderate level of the same industry.