本文關(guān)鍵詞：JL房地產(chǎn)公司G項(xiàng)目定位研究　出處：《山東大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 房地產(chǎn)營銷 定位 市場細(xì)分

【摘要】：中國房地產(chǎn)行業(yè)經(jīng)過十余年的快速發(fā)展,正在從高速運(yùn)行轉(zhuǎn)變到穩(wěn)步推進(jìn),中國房地產(chǎn)行業(yè)現(xiàn)有格局正在隨中國經(jīng)濟(jì)發(fā)展形勢和城市化進(jìn)程發(fā)展悄然發(fā)生著改變,面對著國家多輪嚴(yán)厲調(diào)控政策,以及行業(yè)格局的調(diào)整,“提升轉(zhuǎn)型”已勢在必行。在這樣的政策形勢和行業(yè)發(fā)展趨勢之下,房地產(chǎn)商必須用前瞻的意識(shí)看待市場,應(yīng)意識(shí)到專業(yè)知識(shí)體的重要,只有科學(xué)的分析方法理清思路,研究對策,尋找方向,在新環(huán)境中保存實(shí)力、發(fā)展自己、才能在市場競爭的浪潮中站穩(wěn)腳跟,實(shí)現(xiàn)跨越式發(fā)展。 本論文的研究目的在于探索在房地產(chǎn)企業(yè)發(fā)展的過程中,如何運(yùn)用市場營銷的理論知識(shí)和分析工具來制定企業(yè)的項(xiàng)目定位策略,做到“策之而指得失之計(jì)”,從而最終實(shí)現(xiàn)房地產(chǎn)開發(fā)公司對項(xiàng)目經(jīng)營計(jì)劃的預(yù)期。 本論文選取JL房地產(chǎn)公司G項(xiàng)目為研究對象,首先對論文所涉及的定位理論、項(xiàng)目定位理論在房地產(chǎn)領(lǐng)域的應(yīng)用,以及所涉及的分析工具進(jìn)行了闡述,明確了文章論證的理論依據(jù),并且對房地產(chǎn)項(xiàng)目定位的含義、維度和發(fā)展過程等進(jìn)行梳理和概括；其次對JL公司目前發(fā)展的現(xiàn)狀以及G項(xiàng)目的基本信息和項(xiàng)目定位工作存在的問題作了陳述；再次,本論文通過STP理論建立的分析模型,對項(xiàng)目所在區(qū)域的行業(yè)和競爭對手現(xiàn)狀進(jìn)行了分析,同時(shí)運(yùn)用SWOT分析法對JL房地產(chǎn)公司G項(xiàng)目進(jìn)行了全面的分析考察；隨后,根據(jù)全面環(huán)境分析及G項(xiàng)目的實(shí)際出發(fā),依照項(xiàng)目定位的三大訴求優(yōu)化限制條件、價(jià)值最大化、塑造競爭優(yōu)勢,為JL房地產(chǎn)公司G項(xiàng)目制定了市場、產(chǎn)品、客群、價(jià)格等方面的具體項(xiàng)目定位；最后,針對保障企業(yè)項(xiàng)目定位工作順利實(shí)施的條件和措施提出了筆者的建議并拿出了切實(shí)可行的方案。
[Abstract]:China real estate industry after more than ten years of rapid development, is from high speed to Chinese steadily, the real estate industry is China with the existing pattern of economic development and the process of city development is changing quietly, facing the national multi round stringent regulatory policies, and the adjustment of the industry structure, enhance the transformation is imperative. Under such a policy situation and development trend of the industry, real estate developers have to look at the market with a forward-looking sense, should be aware of the importance of professional knowledge, only the scientific analysis method to clarify ideas, research strategies, looking for direction, save power, in the new environment in the development of their own, in order to gain a firm foothold in the fierce market competition, to achieve leapfrog development.
The purpose of this thesis is to explore the process of the development of real estate enterprises, how to use marketing theory and analysis tool to develop enterprise strategic positioning project, achieve "policy and refers to the pros and cons of the plan", so as to realize the real estate development company to the project management plan is expected.
This paper selects the JL Real Estate Company G project as the research object, positioning theory, the dissertation, application of the theory of project positioning in the field of real estate, and the related analysis tools are described, the theoretical basis of the demonstration, and the real estate project positioning meaning, dimension and development process of the sort out and summarize the present situation of development; secondly there is G of JL company and the project's basic information and project positioning problems made a statement; thirdly, this paper through the analysis model of STP theory, the project in the current situation of regional industry and competitors are analyzed, at the same time on the JL G project of Real Estate Company comprehensive analysis using the SWOT analysis method; then, according to the actual environment of comprehensive analysis and G project, according to the project positioning of the three demands of optimizing conditions, value The maximum, shaping the competitive advantage, making the market for JL Real Estate Company G project products, customers, price and other aspects of the specific projects; finally, according to the conditions and measures to ensure the smooth implementation of enterprise project positioning the author put forward a proposal and come up with a feasible solution.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4

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