本文選題：商業(yè)地產(chǎn) + 市場(chǎng)定位　； 參考：《昆明理工大學(xué)》2014年碩士論文

【摘要】：房地產(chǎn)經(jīng)濟(jì)是中國(guó)經(jīng)濟(jì)的重要組成部分,但隨著國(guó)家對(duì)房地產(chǎn)市場(chǎng)的調(diào)控,一些地產(chǎn)商紛紛進(jìn)駐商業(yè)地產(chǎn)。但隨著商業(yè)地產(chǎn)的迅猛發(fā)展,也隨之出現(xiàn)了大量問(wèn)題,如同質(zhì)化現(xiàn)象嚴(yán)重、經(jīng)營(yíng)情況差等,這些問(wèn)題不僅造成項(xiàng)目操盤的失敗,更重要的會(huì)造成社會(huì)資源的大量浪費(fèi),所以商業(yè)地產(chǎn)的定位尤其重要。 本文從國(guó)內(nèi)外商業(yè)地產(chǎn)市場(chǎng)定位相關(guān)理論的基礎(chǔ)上,結(jié)合當(dāng)?shù)厣虡I(yè)地產(chǎn)發(fā)展現(xiàn)狀和發(fā)展趨勢(shì),對(duì)企業(yè)及X商業(yè)項(xiàng)目的營(yíng)銷環(huán)境進(jìn)行分析,采用定量分析、定性分析相結(jié)合的方法,制定了系統(tǒng)的商業(yè)項(xiàng)目市場(chǎng)定位的策略及方法。 本文提出,對(duì)商業(yè)地產(chǎn)項(xiàng)目進(jìn)行市場(chǎng)定位,首先要了解當(dāng)?shù)厣虡I(yè)市場(chǎng)的發(fā)展現(xiàn)狀及發(fā)展趨勢(shì),并對(duì)企業(yè)及項(xiàng)目的市場(chǎng)營(yíng)銷環(huán)境尤其是項(xiàng)目所在的商圈及競(jìng)爭(zhēng)對(duì)手進(jìn)行分析。在充分市場(chǎng)調(diào)研的基礎(chǔ)上對(duì)市場(chǎng)進(jìn)行細(xì)分,結(jié)合企業(yè)戰(zhàn)略及項(xiàng)目特點(diǎn),選擇差異化競(jìng)爭(zhēng)市場(chǎng),從而對(duì)商業(yè)項(xiàng)目進(jìn)行客戶定位、經(jīng)營(yíng)定位、產(chǎn)品定位、價(jià)格定位等市場(chǎng)定位。 本文提出了系統(tǒng)化定位程序及方法,為商業(yè)地產(chǎn)項(xiàng)目定位及運(yùn)作提供了一定的參考。
[Abstract]:The real estate economy is an important part of China's economy, but with the regulation of the real estate market, some real estate developers have moved into commercial real estate. However, with the rapid development of commercial real estate, a large number of problems have appeared, such as serious homogenization phenomenon, poor management situation, which not only caused the failure of project operation, but also caused a large amount of waste of social resources. So commercial real estate positioning is particularly important. Based on the domestic and foreign commercial real estate market positioning theory, combined with the local commercial real estate development status and development trends, this paper analyzes the marketing environment of enterprises and X commercial projects, and adopts quantitative analysis. Combining qualitative analysis, the strategy and method of market positioning of commercial project are established. This paper puts forward that the market orientation of commercial real estate projects should first understand the current situation and development trend of local commercial market, and analyze the marketing environment of enterprises and projects, especially the commercial circles and competitors where the projects are located. On the basis of full market research, the market is segmented, combined with the enterprise strategy and project characteristics, the differentiated competitive market is chosen, thus the market positioning of the commercial project is carried out, such as customer orientation, management positioning, product positioning, price positioning and so on. This paper presents a systematic positioning procedure and method, which provides a certain reference for the positioning and operation of commercial real estate projects.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23;F274

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