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社会和经济的快速发展,带动了我国旅游消费层次的不断递进发展。旅游产业巨大的产业价值也对传统行业产生了直接的促进影响。如旅游地产这一概念的衍生和发展就说明了这一点。我国旅游产业发展势头强劲。但是,住宅地产和商业地产所占有的主体市场开始日趋饱和,地产业将面临下行,旅游产业已经从大利时代向着微利时代进行过渡转变。因此,雅居乐.西双林语高级营销总监郑伟峰看来“寻找旅游产业和地产业通融互利,让两者获得相互借助,进而共同发展,成为了当前经济发展的稳健动力,也把单一的住宅开发模式,进行了延伸和发展。促进了中国经济的可持续发展”。
旅游地产蕴含“价值载体”
旅游地产的开发一直是我国房地产市场关注热点。在上世纪90年代就已经获得了初步的发展。海南、福建等地,以山地、滨海、为主题的别墅、酒店等开始此起彼伏出现,都让旅游地产的发展产生实质上飞跃。大规模、综合性、多功能的旅游地产项目涌现,并在实现异地建设、异地推广、异地买卖。这些方式都对旅游地产项目的成熟和丰富起到了举足轻重的提升作用。随着旅游地产的不断发展和相对成熟,开发机构开始意识到旅游地产属于一项系统严密的工程体系,它不仅仅包含旅游和地产两个方面,也覆盖环境整治、资源整合、住宅建设、产业重组。其根本目的是让区域价值获得直接的带动和提升,也让所覆盖的社会效益产生最大化的表现。因此,旅游地产的关键核心,是旅游项目的前期有力导入,并让蕴含的旅游价值获得充分和适量的发掘,同时,促使不同的资源获得区域严密和体统的合理配置,再根据以此为基础,去营造领头旅游资源的全新塑造。旅游项目在经过崭新体系经营构建后,才能获得人气带动以及项目价值的提升。地产项目的销售也是以这点作为根基获得保证。旅游地产的核心竞争力必然让旅游和地产之间共赢共创、互惠互生的关系获得构建和巩固,也让多方面利益均实现最大化的扩展。
消费集群让旅游地产“众望所归”
2014年,李克强总理提出“消费是经济增长重要引擎,是我国发展巨大潜力所在,在稳增长的动力中,消费需求规模最大、和民生关系最直接。要瞄准群众多样化需求,改革创新,调动市场力量增加有效供给,促进消费扩大和升级,带动新产业、新业态发展,推动发展向中高端水平迈进,打造中国经济升级版。”这一理念的提出,是对旅游地产蕴含价值的直接肯定。旅游地产与绿色、住房、旅游休闲、教育文体、信息、养老、健康、家政息息相关。消费集群在当代社会的发展中,位置日益彰显。消费集群的优势是把传统的单一消费模式,用多元消费的理念再塑造,对应满足目标消费者的直接需求,进而产生一体化消费的新概念。旅游地产作为一项极具综合性的研究,其涉及的领域包含社会科学、人文科学、应用技术等,并可以直接推动旅游产业和地产行业的互动关系,让两者间获得共赢共创的局面,产生巨大的长远商业与社会效益。当前社会,消费结构升级是社会需求原始发展方向。随着消费升级的程度加快加深,如何满足日益丰富的目标受众群体的崭新需求,是传统行业需要面对和深思熟虑的关注要点。旅游地产的开发因其具有结合当地旅游资源基础,建立地产资源的优势,让休闲置业、度假置业、运动置业、疗养置业均获得了可能。这无疑让旅游产业随着消费集群的发展调控步伐,获得了纵深领域的开拓,也让目标消费群体在直接心理需求满足上,进行了贴合。因此获得了不仅仅是置业,也是对多层次消费需求的满足。实现一种需求获得满足后实现多种需求共同满足的目的,这也正是消费升级带来的消费集群效益的价值所在。
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