Tourism Real Estate Marketing Model Based On Internet Plus:Perspective Of Personalized Customization

In 1990s,with the reform of China’s housing system,the real estate industry has been an unprecedented development.But now the regulation of national policy on the real estate industry is becoming more and more strict,the traditional real estate industry’s competitive environment is becoming more and more intense,so the form of management innovation and transformation of the real estate industry is facing challenges.In the face of a more complex and volatile market,More and more developers began to pay more attention to the tourism real estate business which is united by the real estate and tourism resources.Penetration and integration between industries are a major trend of industrial development.Tourism and real estate industry in the two major industry in China’s economic growth in the process play a key role and show the trend of integration and innovation which came into being under the background of tourism real estate.Internet plus era,demand of users changes more and more quickly.More and more people are seeking spiritual satisfaction and pleasure,therefore,personalized products instead of popular products becoming the object of pursuit.However,the traditional marketing mode is difficult to drive the mainstream segments of consumer impulse,coupled with the attributes of tourism resources,scarce and can not be copied,making and selling around the tourism real estate has no obvious difference.In this case,the tourism real estate developers need to use modern marketing knowledge,from the strategic to the full range of strategic research,to achieve the core of user demand for differentiated marketing.Also,they need to provide personalized products and services to customers rely on customized marketing,to attract customers by differentiation,to avoid competition with other enterprises,to build enterprise "core competence" by the customized products,to make the enterprise in a dominant position in the fierce market competition.This paper is based on the theory of tourism real estate at present,which combining with the modern enterprise management and marketing knowledge and putting forward the tourism real estate marketing model from the perspective of demand personalized customization in Internet plus background.First,through the development and marketing of tourism real estate exposition,this paper points out the existing problems of tourism real estate marketing model.Then the tourism real estate of Internet plus background facing marketing opportunities are analyzed,putting forward the marketing mode of tourism real estate needs to be adjusted.Then,it puts forward that the tourism real estate enterprises can conduct integrated marketing from customer,cost,convenience and communication these four aspects.Finally,it takes Vanke such a large tourism real estate enterprises as an example,which analyzing the marketing situation of Songhua Lake tourism resort real estate projects,and providing the corresponding marketing suggestions aiming at the existing problems in order to provide specific reference samples for other tourism real estate project marketing and to create great popularization value for the development of tourism real estate products.