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Xiangshan New Dong GuHu Resort Hotel Project Market Supply and Demand Analysis and Research of Project Orientation

Author: YuYongShun
Tutor: RuanLianFa
School: Zhejiang University
Course: Civil Engineering
Keywords: Xiangshan County tourism market market orientation supply analysis demand analysis
CLC: F719
Type: Master's thesis
Year: 2011
Downloads: 123
Quote: 0
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Abstract


Xiangshan New Dong Gu Hu Hotel is to be built in Dong Gu Hu area of Xiangshan County, with a total investment estimated as 226 million yuan. The construction unit of this project is Xiangshan New Dong Gu Hu Hotel Limited Company. In this paper, is to study with the project market orientation。The article described the general situation of the tourism market of Xiangshan County and found that from the tourism trends of Xiangshan County and the overall national situation, the economic development of the tourism market and travel market is growing faster. Further breakdown of the market shows that the hotel which for high-end market and to the theme of leisure and cultural health resort will have a better market prospects. In this perspective, Xiangshan New Dong Gu Hu Hotel will take the high-end leisure health, business meetings as the main target customers.Under the premise of grant vacation hotel market, the market demand is analyzed from both qualitative and quantitative aspect. In the paper, quantitative prediction option GM (1,1) model is proceeded on the basis of predicting the amount of tourists and average consumption over the past years. Lastly, qualitative and quantitative predicted data are totalized separately through weighted summary, and we can see a promising investment potential and profitable margin.Upon the completion of the amount of prediction based on market demand, the article take a comprehensive analysis on supply conditions of Hospitality services market in Xiangshan County. The article make a supply analysis from two angles, the competition state of overall market and the segment market of project. The competition state analysis use the Competitive Analysis Model by Porter. The basic conclusion is that although the high level resort hotel in Xiangshan County confront a fierce market competition, the huge potentiality of the tourism market and the homogenization of existing competitors and potential competitors mean the new Dong Gu Hu Hotel’s construction and business model insisting on different Traditional Health Culture Leisure Theme still have good investment potentiality.Finally, this paper in the project market orientation based on the SWOT analysis and finally find the Xiangshan County Dong Gu Hu Hotel will be the theme of ecological health tourism, construction, theme-based resorts. To highlight health topics in the hotel business and design, also integrate into the local characteristics of Ta-shan culture, alchemy legend, a unique diversified high-end resorts.

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