本文選題：STP理論　切入點(diǎn)：市場(chǎng)細(xì)分　出處：《西安建筑科技大學(xué)》2013年碩士論文

【摘要】：近年來(lái)，房地產(chǎn)業(yè)備受關(guān)注，房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)愈加激烈，房地產(chǎn)項(xiàng)目開發(fā)越來(lái)越依賴項(xiàng)目策劃、產(chǎn)品定位技術(shù)的支持。本文系統(tǒng)闡述了STP理論基礎(chǔ)，對(duì)STP理論在房地產(chǎn)項(xiàng)目中的作用進(jìn)行深入分析。從項(xiàng)目市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、項(xiàng)目市場(chǎng)定位等方面對(duì)房地產(chǎn)項(xiàng)目實(shí)施的影響進(jìn)行闡述，，重點(diǎn)對(duì)STP理論中項(xiàng)目市場(chǎng)定位進(jìn)行研究。 文章從房地產(chǎn)項(xiàng)目定位的發(fā)展及現(xiàn)狀入手，結(jié)合HQ項(xiàng)目的地域特征、文化優(yōu)勢(shì)、資源特點(diǎn)等實(shí)際狀況，對(duì)項(xiàng)目的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和市場(chǎng)定位方面展開分析，運(yùn)用模糊數(shù)學(xué)AHP分析法對(duì)項(xiàng)目進(jìn)行分析定位，闡述了STP理論在房地產(chǎn)項(xiàng)目市場(chǎng)定位中的實(shí)際應(yīng)用過程。通過對(duì)HQ項(xiàng)目供給及需求市場(chǎng)分析評(píng)估，實(shí)施市場(chǎng)細(xì)分并確定項(xiàng)目的目標(biāo)市場(chǎng)。運(yùn)用SWOT因素分析法，整合項(xiàng)目的各個(gè)影響因素，對(duì)HQ項(xiàng)目進(jìn)行了準(zhǔn)確的市場(chǎng)定位。 本文結(jié)合STP理論對(duì)HQ項(xiàng)目市場(chǎng)定位進(jìn)行了較為深入的實(shí)證研究，為進(jìn)一步分析和研究基于STP理論的房地產(chǎn)項(xiàng)目定位提供了一定的參考依據(jù)，為房地產(chǎn)項(xiàng)目定位工作的專業(yè)性、可操作性提供了簡(jiǎn)捷的工作路線。
[Abstract]:In recent years, the real estate industry has attracted much attention, and the competition in the real estate market has become more and more intense. The development of real estate projects depends more and more on the project planning and the support of product positioning technology. This paper systematically expounds the theoretical basis of STP. The function of STP theory in real estate project is deeply analyzed. The influence of project market segmentation, target market selection and project market positioning on the implementation of real estate project is expounded. Focus on the STP theory of the project market positioning. Starting with the development and present situation of real estate project positioning, combining with the actual conditions of HQ project, such as regional characteristics, cultural advantages and resource characteristics, this paper analyzes the market segmentation, target market selection and market positioning of the project. This paper uses fuzzy mathematics AHP analysis method to analyze and locate the project, expounds the practical application process of STP theory in the real estate project market positioning, and evaluates the supply and demand market of HQ project. Implement the market segmentation and determine the target market of the project. Using the SWOT factor analysis method, integrate the various factors of the project, carry on the accurate market positioning to the HQ project. Based on the STP theory, this paper makes a deep empirical study on the market positioning of HQ project, which provides a certain reference for the further analysis and research of the real estate project positioning based on STP theory, and provides a professional basis for the real estate project positioning work. Maneuverability provides a simple working route.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23

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