本文關(guān)鍵詞： 城市綜合體 營銷策略 環(huán)境分析 保障措施　出處：《河北地質(zhì)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國家政府部門出臺刺激我國經(jīng)濟(jì)發(fā)展的相關(guān)政策,尤其是對于房地產(chǎn)市場去庫存化的實(shí)施,使得全國性商品房市場特別是一二線城市住宅呈現(xiàn)出量價齊漲的瘋狂局面,很多瀕臨破產(chǎn)的公司或項目也恢復(fù)了生機(jī)�！俺鞘芯C合體”這一地產(chǎn)類型,集多功能性、復(fù)合型于一體,對吸納人才與資金、增加就業(yè)和土地價值具有重要價值,由于其具備持續(xù)經(jīng)營性與良好的資產(chǎn)性,成為了商業(yè)地產(chǎn)的主要開發(fā)類型。而與此同時,該類產(chǎn)品較大的營銷難度和較高的營銷策略需求日益凸顯。本文對國內(nèi)外房地產(chǎn)及城市綜合體的開發(fā)戰(zhàn)略相關(guān)理論經(jīng)驗(yàn)進(jìn)行了整理,對當(dāng)今城市綜合體普遍存在的問題,進(jìn)行了比較分析。文中以HF城市綜合體項目為實(shí)例,應(yīng)用PEST和SWOT等方法,從項目外部行業(yè)環(huán)境、HT公司內(nèi)部環(huán)境等方面對HF項目的競爭現(xiàn)狀及存在的問題進(jìn)行了綜合研究,而后結(jié)合該企業(yè)及項目的長中短期營銷目標(biāo),制定了對應(yīng)的市場定位,并以此為依據(jù),系統(tǒng)性、針對性的提出價格策略、渠道策略、促銷策略、推廣策略等各項營銷策略。最后,為達(dá)到策略的可行性及有效性,跟進(jìn)制定了相對應(yīng)營銷策略的各項實(shí)施保障措施,使企業(yè)在項目管理實(shí)際過程中能夠形成完整的閉環(huán),達(dá)到理論研究與實(shí)際工作需求完美相結(jié)合。
[Abstract]:With the introduction of relevant policies by state government departments to stimulate the economic development of our country, especially the implementation of destocking of the real estate market, the nationwide commercial housing market, especially in the first and second tier cities, has shown a crazy situation in which prices have risen at the same time. Many companies or projects that are on the verge of bankruptcy have also come back to life. The "urban complex" real estate type, which is multifunctional and complex, is of great value in attracting talent and capital, increasing employment and land value. Because of its continuous operation and good assets, it has become the main type of commercial real estate development. At the same time, The marketing difficulty and the demand of marketing strategy of this kind of products are more and more prominent. This paper collates the relevant theoretical experience of the development strategy of real estate and urban complex at home and abroad, and analyzes the common problems existing in the present urban complex. Taking the HF urban complex project as an example, this paper makes a comprehensive study on the competition status and existing problems of HF project from the aspects of the external trade environment of the project and the internal environment of the company by using PEST and SWOT. Then combined with the long, medium and short term marketing objectives of the enterprise and the project, the corresponding market positioning is formulated, and based on this, the price strategy, channel strategy and promotion strategy are put forward systematically and pertinently. Finally, in order to achieve the feasibility and effectiveness of the strategy, follow up the development of the corresponding marketing strategy implementation protection measures, so that enterprises in the actual process of project management can form a complete closed-loop, To achieve a perfect combination of theoretical research and practical work requirements.
【學(xué)位授予單位】：河北地質(zhì)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F299.23

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