Value Distribution Of Tourism Complex On Industry Value Chain

As China's 13 th five-year plan national development established,the healthy economic development remains the primary objective. For the real estate market, " reducing the number of unsold houses" becomes the priority and the hot topic between real estate market. A lot of inventory is a great challenge for developers and some local governments. On the one hand, to reduce the number of unsold homes is a direct and effective way; on the other hand, to explore new development model and to stimulate consumer's demand is an important way to " reduce the number of unsold homes " too. As the residential demand changes, gated communities have been unable to meet the development of urbanization. Complex model gradually comes into people's eyes, however, the development of urban complex tends to incandesce. Tourism complex came into being.This paper defines the concept and characteristics of tourism complex and constructs its industrial value chain framework by Industrial Value Chain then analyzes the value creation process. And then establishes evaluate system of Tourism complex value distribution, based on value creation element then evaluates the value weight by entropy method. At last, comes up with suggestions and methods to optimize the Tourism complex industrial value chain, accorded to development situation of tourism complexes.Depending on the development process, the study divide tourism complex into three types: "leisure+real estate", "Culture + real estate" and "theme+real estate". Establish industry value chain, evaluate system of value distribution for each type of the three types and reevaluate the value weight for each of the three types.Marketing value, management value and planning value are the most important values for “leisure+real estate” tourism complex. Marketing value, planning value are the most important value for the “Culture + real estate” tourism complex. Theme value, marketing value and planning value are the most important value for the “theme+real estate” tourism complex.Based on the theoretical research and quantitative analysis, in associate with the development situation of three types tourism complex. There are four suggestions to optimize “Leisure+real estate” tourism complex industrial value chain:1.set the overall position as a guide, make sure the project planning is all right; 2.grasp tourist's demand in hand by using the advertisement; 3.set hotel management as the main management to improve tourist's comfort; 4. the responsibility is to protect resources and achieve sustainable use. There are three suggestions to optimize “Culture + real estate” tourism complex industrial value chain:1.shape the culture theme and combine with estate design; 2.culture heredity developing with commerce exploitability; 3.expand tour space, link to transport facilities around. There are two suggestions to optimize “theme+real estate” tourism complex:1.value the theme planning. Make the theme as an engine to drive project development. 2.complete advertising plan, establish reasonable marketing strategy.