Research On Market Positioning Of Tourism Real Estate Development In Small Towns

In recent years, the development of tourism real estate in our country hasreached to momentum, and benefited a lot. Because of its favorable geographicconditions and resource environment, small towns are seen as the potential area oftourism real estate project by developers and investors, volume of these productionsincrease year by year, and arouse more and more concerns and favor.First of all, this article aims at tourism real estate in small towns, a specialproduct type, combining the theory of real estate and technical means of marketpositioning, summarizes the particularity and major content of market positioning oftourism real estate development in small towns,and divides into three directions:landscape housing development mainly focus on local consumer group (direction1),vacation product development mainly focus on surrounding consumer groups(direction2), comprehensive tourism real estate development focus on consumergroups more widely (direction3).In addition, constructes index system and the market positioning model, providesnew ideas and perspectives of market positioning of tourism real estate in smalltowns,and provides a new method and reference model for developers to choose thedirection of market positioning at the beginning of the project development.In the end, take Xiang Quan Li Xie project in hot spring town Lianyungang cityfor example,based on the questionnaire and expert evaluation,half quantity qualitativeindexes,calculate the total score through model, and verifies the feasibility ofpositioning model and provide the significance of reference.The market postioning have guiding significance to the sale strategy of the lateproduct, namely strengthen advertising and publicity of surrounding near area such asXuzhou, Suqian, Huaian, Linyi and so on,and weaken the local advertisinginvestment, the price and sales channel should take the characteristics of surroundingregion as the main reference.