本文選題：房地產(chǎn)　切入點(diǎn)：城市綜合體　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)房地產(chǎn)經(jīng)過20年地高速發(fā)展，從住宅、商業(yè)、單體寫字樓，當(dāng)下的房地產(chǎn)已經(jīng)跟城市，跟交通，還有跟互聯(lián)網(wǎng)的混合發(fā)展。在混合發(fā)展過程中催生了城市綜合體這一物業(yè)的發(fā)展熱潮。在這種大背景下，本文以長(zhǎng)沙奧克斯廣場(chǎng)為研究對(duì)象，使用案例研究方法探索城市綜合體的營(yíng)銷策劃模式。 本文首先對(duì)城市綜合體相關(guān)理論及發(fā)展和房地產(chǎn)行業(yè)的營(yíng)銷理論進(jìn)行了回顧，制定了研究技術(shù)路線；接著對(duì)奧克斯廣場(chǎng)項(xiàng)目所在的市場(chǎng)營(yíng)銷環(huán)境進(jìn)行分析，包括PEST宏觀環(huán)境分析、長(zhǎng)沙市房地產(chǎn)產(chǎn)業(yè)環(huán)境分析以及利用SWOT模型對(duì)奧克斯廣場(chǎng)項(xiàng)目自身的優(yōu)劣勢(shì)進(jìn)行分析和總結(jié)。通過STP模型，本文介紹了奧克斯廣場(chǎng)的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)和市場(chǎng)定位。確立了奧克斯廣場(chǎng)的屬性定位、利益定位和價(jià)值定位之后，本文介紹了實(shí)施的具體營(yíng)銷策略以及實(shí)施營(yíng)銷策略所必須的保障措施，包括人力資源保障、資金保障和其他保障。 通過本文研究，系統(tǒng)構(gòu)建城市綜合體營(yíng)銷策劃的理論框架，總結(jié)出一套既科學(xué)又切實(shí)可行的城市綜合體營(yíng)銷策劃思路，，期望本文的研究結(jié)論能夠?yàn)橐院蟮某鞘芯C合體開發(fā)和營(yíng)銷提供理論和實(shí)踐指導(dǎo)。
[Abstract]:After 20 years of rapid development of real estate in China, from residential, commercial, single office buildings, current real estate has been linked to cities and transportation. There is also the mixed development with the Internet. In the process of mixed development, it gave birth to the upsurge of the property development of urban complex. Under this background, this paper takes the place of Oxx in Changsha as the research object. Case study is used to explore the marketing planning model of urban complex. Firstly, this paper reviews the theory of urban complex and its development and the marketing theory of real estate industry, and formulates the research technical route, and then analyzes the marketing environment in which the Ox Square Project is located. Including PEST macro environment analysis, Changsha real estate industry environment analysis and the use of SWOT model to analyze and summarize the advantages and disadvantages of the Ox Square project. Through the STP model, this paper introduces the market segmentation of Ox Square. After establishing the attribute orientation, benefit orientation and value orientation of Ox Square, this paper introduces the specific marketing strategy and the necessary safeguard measures, including the human resource guarantee, which is necessary for the implementation of the marketing strategy. Financial and other guarantees. Through the research of this paper, the theoretical framework of marketing planning of urban complex is systematically constructed, and a set of scientific and feasible ideas of marketing planning for urban complex is summarized. It is expected that the conclusions of this paper can provide theoretical and practical guidance for the future development and marketing of urban complexes.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.5

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