| From July3,1998, chinese termination of the welfare housing system ends, China’s real estate market come into high-speed development period. Although the economic strength to improve the city made a great contribution, but at the same time, fierce competition with the commercial city, the national economy and people’s income increases, the country’s industrial structure adjustment,"holiday economy" as a vacation product development laid the basis. Some of the powerful developers in the country where there are special resources to develop tourism resort real estate products. However, some companies is the lack of knowledge of regional development in this area, so how in the regional development of tourism in resort real estate product positioning and effective marketing, the use of regional characteristics of the product to maximize their own propaganda, continue to be recognized by consumer, win the market is the development problem to be solved.Based on this, from a review of China’s hot spring tourism real estate development process, after years of development, spa tourism in the form of real estate products and quality has leapt to a new level at this stage have a variety of unique spa resort real estate products. After reviewing the relevant foreign and domestic spa tourism product development and real estate situation, examples of our products in different areas of tourism real estate, combined with the reality of today’s real estate market research in China regional tourism real estate content and product positioning, including of developers and product positioning and marketing of the study, analysis the relationship between regional characteristics and tourism real estate products, real estate on the regional development of tourism product positioning to recommend measures:product positioning is the foundation for all positioning to ensure that use of the region-specific resource development for market acceptance of products, precise positioning of real estate products, highlighting the core values of product areas, and focus on characteristics of cultural marketing. In this paper, Huashuiwan Mount-King Villa, for example, product positioning based on the similarity in the regional real estate market to gather information to real market data to adjust the positioning of their products, from product size, price, environment, regional and other multi-angle analysis to demonstrate, which features hot springs in the region, based on market consumption-oriented, comprehensive analysis of various conditions, the determination to meet the regional characteristics of spa tourism real estate products. Product positioning in learning and research at the same time, adhere to the theory and reality, to look forward to develop tourism real estate development enterprises in the region to provide a reference product. |
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