Research On Tourism Real Estate Marketing Strategy Of Sanya BL Company

In recent years,tourism real estate,as a new form of tourism and real estate,has gained the favor and praise of social capital and consumers.Sanya,as the leader of Hainan international tourism island and Hainan global tourism construction,is also actively developing tourism and real estate and other tourism strategic pillar industries.Meanwhile,many real estate enterprises in Sanya are actively developing large-scale projects of tourism real estate.According to the author in recent years in the observation and reflection of the industry practice,found that marketing plays a crucial role for the healthy development of the tourism real estate,but the current Sanya tourism real estate enterprises in the marketing strategy planning,strategy of positioning is not clear,and the hand is too traditional object relatively scattered issues such as pan.Therefore,choosing this proposition to carry out research is not only guiding significance in theory,but also of practical guiding value.The research idea is to introduce the background and purpose of the marketing research of tourism real estate enterprises,and point out the research method,the analysis idea and the basic structure.Secondly,it summarizes the concept of tourism real estate and tourism real estate marketing and related theories.Besides,the overall situation of tourism real estate marketing in Sanya,Hainan is expounded,including the general situation of the development of Sanya's tourism industry,the basic situation of tourism real estate marketing and the current main marketing problems.Fourth,we analyze the marketing environment of tourism real estate in Sanya,including four aspects:policy environment level,economic environment level,supply environment level and demand environment level.Fifth,the use of 4C marketing theory on BL real estate marketing strategy of tourism real estate development company was studied,including BL real estate marketing tourism market segmentation and target market positioning,tourism real estate marketing products,prices,channels,sales and marketing strategy in two parts,and put forward the implementation of marketing strategy the relevant security measures to build the superstructure,set up an excellent team and standard processes and optimization of resource security.Finally,a summary of this article is made,including the main conclusions and innovations.