《Case》:Company B

China’s tourism real estate industry starts late,at first it appears around Hainan coastal area in 1980 s,In the 21 st century,it entered a stage of comprehensive development and achieved rapid development in 2013,Various tourism real estate projects have sprung up.By the end of 2016,China’s tourism real estate projects have reached 8,918,and tourism real estate has become an important market for various real estate developers.A large number of real estate enterprises have entered the tourism market and developed various types of tourism real estate projects through resource advantages.Various tourist towns and holiday apartments have sprung up,but their essence is still in commercial housing sales.Most of the “tourism real estate” projects are inconsistent,the supporting tourism sector has uneven operating results,customer satisfaction declined,and the brand reputation of real estate companies’ also been damaged.The traditional model of real estate re-tourism can not guarantee the profit of real estate enterprises due to the tighten of policy control.The research and discussion on the business model of tourism real estate projects has become an important issue for real estate developers.In the actual operation,the B company H tourism real estate project also encountered similar operational problems,unfortunately the project under the current business model did not achieve the expected operational results.The content of this paper consists of two parts which is case text and case analysis.The first part is the case text,it briefly introduces the development history of China’s tourism real estate projects,the current environmental policy,4 mainstream business models with characteristics,and also expounds the general situation of Company B,The progress of the H project and the main problems it currently facing.The second part is case analysis.It is based on the questions in the first part,objectively describe the research background,purpose,significance and methods of the overall research.Firstly,define the current status of tourism real estate research,a review of relevant theories of business models and its reality application.Secondly,comprehensive understanding the current status of the project business model by interview.Analysis the three characteristics of the H project business model is the high proportion of heavy assets,the dispersion of management responsibility and the impact of market policies.Thirdly,use SWOT analysis to analyse the advantages and disadvantages of the current business model of the project.Use AHP(The Analytic Hierarchy Process)to build H project business model and Evaluation model,get on 4 types of pattern calculations according to actual data at the current stage of the project.Through the calculation,we can see,the optimal business model that H project should adopt is “property sale + commercial operation” at the moment.Finally,according to the business model and the direction of transformation in the future,provide three strategy : a perfect business strategy for commercial and residential apartments,promote the development of industrial integration.