Study On Transformation and Development of Sunny Life Eco-town Development Co., Ltd—Case Study of The Cloud Lake International Holiday Resort

Autor: Gong-Hua Li, 李恭華
Rok vydání: 2017
Druh dokumentu: 學位論文 ; thesis
Popis: 臺大-復旦EMBA境外專班
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Sunny Life Eco-town Development Co., Ltd. was built by Palm Eco-town Development Co., Ltd and Chengdu Qiankun Investment Co., Ltd in 2015. It is a new enterprise with strong real-estate background. The antecedent of Sunny Life was focusing on the real-estate industry. Affected by macroeconomic, real estate industry is facing a severe difficulty. Government restricts on buying real-estate for consumers and financial institution restrict on real-estate financing for developers. The industry competition becomes more and more serious, the support from capital market becomes weaker and weaker, the gross margin keeps decreasing and so on, and now the whole industry has entered the stage of adjustment. Driven by related policies and funding chain shortage, Sunny Life Eco-town Development Co., Ltd decided to explore the path of turning from a traditional real estate developer to an eco-town and cultural tourism real-estate operation service provider. Eco-town is in line with national planning since ecological civilization construction has become a strategy issue. Sunny Life Eco-town Development Co., Ltd. has decided to take eco-town as its main strategy after taking resource condition, economic and social benefits into account. Sunny Life Eco-town Development Co., Ltd. had introduced several successful projects, the Cloud Lake international holiday resort located in Guian’ new area is one of them. Guian’ new area has become the national 8th large new district, positioning on big data, big travel, big health and big agriculture. The Cloud Lake international holiday resort has three functions: countrified economy model based on combination of tourist and agriculture, life leisure highland based on ecological remediation, and urban entertainment landmark based on family vacation. The whole project is accounted for 5.7km2, can be divided into 3 parts: Swiss style town, international tourist resort and international residential community. The development and construction cycle of Cloud Lake international holiday resort is 5 years. And it took 1.5 years to finish the prophase construction. It has been highly concerned from planning. The Cloud Lake international holiday resort obtained a great success when it opened in Sep. 2016. It served 520 thousand tourists in first 10 opening days, generated 250 million revenue. It has been listed as the provincial demonstration project and awarded as “the best tourist attractions” by National Tourism Administration. The author thinks the success of Cloud Lake can be attributed to 3 innovations: the system of “AGE”, the advanced idea about eco-town and the operation model of “tourist+”. There are 4 advices Sunny Life Eco-town Development Co., Ltd. wants to propose to other companies which have the plan of transformation. First, conform to the purity of nature. Second, be based on their own resource condition. Third, be in line with the requirements of national and regional’ strategy development. Last, attach importance to teamwork. At the same time, the success of the Cloud Lake project has important enlightenment to the path of transformation of Sunny Life, “Big Ancillary”, “Big Resource” and “Big Connotation” are the key to group’s transformation. Sunny Life Eco-town Development Co., Ltd. still faces lots of difficulties in the transformation road. These issues will be fixed only if the society, government and Sunny Life work together. First, although many local governments are enthusiastic about building the eco-town, Sunny Life cannot cooperate with them because of the lack of natural resource, infrastructure, public service and so on. Secondly, construction of eco-town has some characteristics such as long development cycle, long payback period. Financing difficulty is the common problem faced by majority of companies. Thirdly, the contradiction between the complexity of eco-town’s construction and the talent pool is difficult to solve since the undeveloped town’s weak attractiveness. Lastly, companies hesitate to invest in eco-town if the land transfer policy reform has not been completed. In the future, Sunny Life Eco-town Development Co., Ltd. will try best in 3 plates in the same time, eco-urban construction plate, eco-town operation plate and eco-town content plate. Meanwhile， accelerate the layout in the ecological landscape restoration, development of entertainment and leisure, construction of holiday tourism, operation on culture and sports and other ecological town content side, and build up the chain ability for the whole industry of eco-town. Sunny Life Eco-town Development Co., Ltd. will complete the transformation firmly through these ways. Specifically, Sunny Life will improve ability of operation and service level by updating system of talent management, project selection, operation management and marketing promotion, providing powerful guarantee to group transformation.
Databáze: Networked Digital Library of Theses & Dissertations
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