| The real estate industry,a pillar industry of China’s economic development,due to the influence of the housing policy and the dividend of urbanization population growth,had a "golden age" of rapid growth.In recent years,with the changes of macro environment and the adjustment of market structure,the high growth pattern of housing market has been difficult to maintain.In order to maintain the scale growth and sustainable development of enterprises,many traditional real estate enterprises have transformed to other fields.Under the background that the government strongly supports the development of cultural tourism industry and "consumption upgrading",cultural tourism real estate has become the choice of many real estate enterprises.Macrolink real estate company,a listed real estate development enterprise,renamed as Macrolink Culturaltainment company and established the strategic goal of transforming to cultural tourism industry in 2016.Liling Macrolink company is a subsidiary of Macrolink Culturaltainment company.To both follow the strategic guidance of the transformation from the head office to the cultural tourism industry and meet the challenge of the changes in the real estate industry,Liling Macrolink company is ready to start to plan cultural tourism real estate projects in Liling and its surrounding cities and gradually shift the focus of future development to the cultural tourism real estate business.It also changes the role of residential and commercial real estate constructor to the developer,operator and service provider of cultural tourism real estate.This paper analyzes the external environment and the current situation of the cultural tourism industry,the internal resources of the enterprise.Combines PEST analysis model,Porter’s five forces model,SWOT analysis and other tools to sort out the future development direction of Liling Macrolink’s culture and tourism real estate business,and obtain the development strategy and implementation measures of the culture and tourism real estate business,and puts forward suggestions on the guarantee measures for the implementation of the strategy,so as to achieve the strategic goal that it has become one of the famous real estate developer and operator of culture and tourism in Hunan Province.The conclusion of this paper is helpful for Liling Macrolink company to make use of the existing advantages and resources,to seize the development opportunity of culture and tourism real estate and improve the disadvantages of the enterprise to avoid the possible risks and help the enterprise to develop smoothly in the culture and tourism real estate industry,finally realize the expansion and profit of the company’s business,and long-term healthy development.It also provides useful reference for other companies in the similar situation. |
