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| 中小房地产企业向文旅产业转型的探索——以S旅游小镇为例 摘 要 随着供给侧改革和宏观调控的持续推进，近年来，中小资本的房地产公司与大公司竞争，力量明显不足。面对这样的市场竞争形势，如何找到公司进行转型的思路，找准一个方向，并尽可能利用公司原来积累的经验与关系，切实找到可行的项目，是公司面临的难点。 本文分析城市中小房地产企业转型存在问题，如秦岭别墅事件的教训，文旅小镇的开发模式分析，越剧小镇存在的问题及其原因分析，并提出了转型建设新型农村S旅游小镇的思路：比如打造特色产品，谋求多元化收益；做好对外宣传；加强管理，进一步推行标准化、规范化服务；建设生态化旅游；大力加强旅游专业人才的培训；进一步完善优质服务等。本文解决了转型过程中的困惑，从城市地产到确立了“新型农村文旅综合体”的明确方向，完成了产业转型升级，对房地产开发企业的进一步发展有所裨益。 关键词：中小房地产开发企业；文旅产业；探索 ABSTRACT With the continuous promotion of supply-side reform and macro-control, in recent years, small and medium-sized real estate companies compete with large companies, and the strength is obviously insufficient. In the face of such a market competition situation,how to find the company's thinking of transformation, find a right direction,and make use of the company's original accumulated experience and relationship as far as possible to find feasible projects is the difficulty faced by the company. An analysis of the problems existing in the transformation of urban small and medium-sized real estate enterprises,such as the lessons of the Qinling villa incident, the development model of the small town,the problems existing in Yueju town and their causes,and the ideas of transforming and building new ruralS tourist towns, such as creating characteristic products and seeking diversified income, doing well in external publicity, strengthening management, further promoting standardized and standardized services, constructing eco-tourism, strengthening the training of tourism professionals, and further improving quality services, etc. This paper solves the confusion in the process of transformation,from urban real estate to the establishment of "new rural cultural tourism complex" clear direction,completed the industrial transformation and upgrading, which is beneficial to the further development of real estate development enterprises. KEY WORDS: Small and Medium-sized Real Estate Development Enterprises; Cultural Travel Industry; Exploration 目 录 摘 要 I ABSTRACT II 1引言 1 2 中国乡村旅游发展概况 2 2.1休闲农业的现状概括 2 2.2相关理论阐述 4 2.2.1 产业 4 2.2.2 产业组织理论 4 2.2.3 产业转型升级 4 2.2.4品牌发展 5 3 中小房地产企业转型案例分析 6 3.1 秦岭别墅事件的教训 6 3.1.1 秦岭别墅事件概述 6 3.1.2 秦岭别墅事件的启示 7 3.2 文旅小镇的开发模式分析 7 3.2.1 越剧小镇基本情况 7 3.2.2 越剧小镇的业务分析 8 3.2.3 越剧小镇的综合效益探析 9 3.2.4 越剧小镇的启示 10 4 文旅小镇开发存在的问题 11 4.1 定位单一 11 4.2宣传力度不足 11 4.3管理标准化、规范化有待提高 12 4.4旅游环境有待改善 13 4.5配套设施参差不齐，两极分化严重 13 4.6缺乏旅游专业人才 14 5 转型策略探索 14 5.1打造特色产品，谋求多元化收益 15 5.2做好对外宣传 16 5.3加强管理，进一步推行标准化、规范化服务 17 5.3.1合理规划，整体开发 17 5.3.2加强旅游秩序整治 17 5.4建设生态化旅游 18 5.5大力加强旅游专业人才的培训 18 5.6进一步完善优质服务 19 结语 20 参考文献 21 致 谢 23 |
