Research On The Positioning And Evaluation Of Tourism Real Estate Project Based On AHP-FCE Model

With the improvement of people's living standards and the change of the concept of consumption, tourism has become a new bright spot in China's economic development under the new normal. At the same time, real estate regulation upgrades, destocking has become a "national mission", and problem of the differentiation of the two real estate markets is more severe than before. Housing enterprises is finding transition from traditional to the tourism form, and tourism real estate has become a new growth point of real estate. The domestic research on tourism industry is still on the step of the definition, content, form and other aspects, and the research is not go far enough, and it hasn't form a systematic and a theoretical system. Our country is still at the first stage of the development of the real estate, and tourism real estate shows a strong momentum of development. However, a large number of housing enterprises is insufficient in experience, and their thinking is not clear, and not fully prepared. They carry out the tourism real estate projects blindly, resulting in the low rate of return on investment or even a loss. Different kinds of problems are exposed in the process of development. Some of the housing enterprises merely put forward the concept of tourism real estate, and fail to get rid of the traditional business model:mainly in residential sales. In order to avoid the problems mentioned above, it is necessary to carry on the research on the tourism real estate.This paper is divided into six parts:the first part is the introduction, and it briefly introduces the background, purpose and significance of tourism real estate research, and it also introduces the domestic as well as the foreign research status of tourism real estate, timeshare on the basis of a brief overview of the research. The second part is an overview of tourism real estate project on positioning and evaluation theory, firstly, it gives a brief introduction to the tourism real estate industry, outlines the orientation of tourism real estate projects, analyzes the existing problems in the process of localization, finally proposes the project on positioning evaluation related theory and positioning technology. The third part is the analysis of influence of tourism real estate project about positioning factors, mainly from five aspects, namely product positioning, market positioning, customer positioning, price positioning and brand positioning. The fourth part is the construction of the model of tourism real estate project on positioning evaluation. The construction, based on the analysis of several commonly used evaluation methods, this paper established the fuzzy comprehensive evaluation method using AHP. The fifth part intends to provide services to Hefei Wanda cultural tourism project on positioning and evaluation analysis, briefly describes the city of Hefei Wanda cultural tourism projects on the basis of location evaluation of Hefei Wanda cultural tourism city project. The sixth part is the conclusion and outlook, first it summarizes the whole paper and forms conclusions, and points out the shortcomings of the research. At last, it looks ahead the positioning of the tourist real estate program.This paper takes tourism real estate positioning evaluation research as the object, in the research of tourism real estate, the connotation of project positioning and the basic theory on the basis of the tourism real estate project positioning evaluation model, qualitative research into quantitative research, which is helpful to study the tourism real estate project positioning. This paper takes Hefei Wanda cultural tourism city as a case study, further empirical research on tourism real estate positioning model. Tourism real estate positioning is a professional, systematic work, this study is expected to enter the tourism developers for the real estate market, and to provide reference for investors.