本文選題：創(chuàng)意地產(chǎn) + 營銷能力�。� 參考：《江西師范大學》2013年碩士論文

【摘要】：近年來國家出臺一系列調(diào)控政策，旨在抑制房地產(chǎn)過熱，目前房地產(chǎn)業(yè)受到政策的制約面臨壓力，很多房地產(chǎn)開發(fā)企業(yè)面臨轉(zhuǎn)型的需求，商業(yè)地產(chǎn)、旅游地產(chǎn)、老年地產(chǎn)等房地產(chǎn)類型受到很多開發(fā)企業(yè)的追捧，，作為與創(chuàng)意產(chǎn)業(yè)相結(jié)合創(chuàng)意地產(chǎn)也開始成為了開發(fā)企業(yè)關注的重點。隨著798、新天地等一系列創(chuàng)意地產(chǎn)的成功，創(chuàng)意地產(chǎn)逐漸為各個地區(qū)所追捧。由于創(chuàng)意地產(chǎn)注重創(chuàng)意產(chǎn)業(yè)與地產(chǎn)的結(jié)合，很多地區(qū)盲目上馬創(chuàng)意地產(chǎn)項目，缺乏相應的經(jīng)驗，很多項目還是沿襲傳統(tǒng)的營銷方式，導致很多地區(qū)創(chuàng)意地產(chǎn)都是有名無實。 本文在梳理現(xiàn)有文獻研究成果的基礎上，從制約我國創(chuàng)意地產(chǎn)發(fā)展的主要因素—營銷能力作為切入口，通過實踐調(diào)查，分析目前創(chuàng)意地產(chǎn)存在缺乏戰(zhàn)略層面的統(tǒng)籌，前期定位缺乏科學性；品牌塑造型不強，同質(zhì)化現(xiàn)象嚴重；創(chuàng)意內(nèi)涵缺失，消費者吸引力差；價值鏈斷鏈，缺乏整合營銷觀念等問題。在此基礎上，本文從模糊綜合評價基礎上構建一個創(chuàng)意地產(chǎn)營銷能力評價框架，對影響創(chuàng)意地產(chǎn)營銷能力的各大因素進行研究，指出影響我國創(chuàng)意地產(chǎn)營銷能力的因素主要包括營銷戰(zhàn)略、營銷組織能力、品牌和營銷傳播能力、創(chuàng)意產(chǎn)業(yè)競爭力、顧客關系價值這五個方面，其中營銷戰(zhàn)略為最重要指標，其次為創(chuàng)意產(chǎn)業(yè)競爭力。 在全面系統(tǒng)的研究創(chuàng)意地產(chǎn)營銷能力的因素之后，本文以南昌市創(chuàng)意地產(chǎn)樟樹林項目為例，通過實證研究該項目的營銷能力，來說明創(chuàng)意地產(chǎn)營銷能力評價指標的具體運用方式。通過模型分析得出樟樹林項目營銷能力處于中等水平，其核心問題在于樟樹林創(chuàng)意產(chǎn)業(yè)競爭力較弱，這主要是由于項目前期營銷定位失誤，以及創(chuàng)意產(chǎn)業(yè)模塊的缺失，使得創(chuàng)意地產(chǎn)逐漸變味為傳統(tǒng)的商業(yè)地產(chǎn)運營。 創(chuàng)意地產(chǎn)能力提升的幾點建議：樹立營銷戰(zhàn)略思想，明確市場定位；改變營銷觀念，建立以營銷為導向組織；以體驗營銷為先導，樹立項目品牌；實行多重人才開發(fā)政策，建設專業(yè)人才隊伍；構建完善的產(chǎn)業(yè)服務體系，提升創(chuàng)意產(chǎn)業(yè)競爭力；以消費者為核心，提高顧客忠誠度。
[Abstract]:In recent years, the state has issued a series of control policies aimed at curbing the overheating of real estate. At present, the real estate industry is under pressure from policy constraints. Many real estate development enterprises are facing the demand for transformation. Commercial real estate, tourism real estate, The old real estate and other real estate types are sought after by many development enterprises, and as a combination of creative industries, creative real estate has become the focus of attention of development enterprises. With 798, Xintiandi and a series of creative real estate success, creative property gradually for all regions. Because creative real estate pays attention to the combination of creative industry and real estate, many areas blindly start creative real estate projects, lack corresponding experience, many projects still follow the traditional marketing methods, leading to many regions creative real estate are nominal. On the basis of combing the existing literature research results, from the main factor of restricting the development of creative real estate in China-marketing ability as the entry point, through practical investigation, this paper analyzes the lack of strategic coordination of the current creative real estate. The previous positioning is lack of science; the brand shaping type is not strong, the homogeneity phenomenon is serious; the creative connotation is lacking, the consumer attraction is poor; the value chain breaks the chain, lacks the integrated marketing idea and so on. On this basis, this paper constructs an evaluation framework of creative real estate marketing ability on the basis of fuzzy comprehensive evaluation, and studies the factors that affect the creative real estate marketing ability. The paper points out that the factors influencing the marketing ability of creative real estate in China include five aspects: marketing strategy, marketing organization ability, brand and marketing communication ability, creative industry competitiveness and customer relationship value, among which marketing strategy is the most important index. Secondly, the competitiveness of creative industries. After a comprehensive and systematic study on the factors of creative real estate marketing ability, this paper takes the project of camphor tree forest in Nanchang City as an example to study the marketing ability of the project. To illustrate the creative real estate marketing capacity evaluation of the specific use of indicators. Through the model analysis, it is concluded that the project marketing ability of camphor forest is at a medium level, and the core problem lies in the weak competitiveness of the creative industry of camphor forest, which is mainly due to the misorientation of marketing in the early stage of the project and the lack of the module of creative industry. Make creative real estate gradually change flavor for the traditional commercial real estate operation. Some suggestions for improving the ability of creative real estate are as follows: to set up the marketing strategy thought, to define the market orientation, to change the marketing concept, to establish the market-oriented organization, to take the experience marketing as the forerunner, to establish the project brand, and to carry out the policy of multi-talent development. Build professional talent team, construct perfect industry service system, enhance creative industry competitiveness, take consumer as the core, improve customer loyalty.
【學位授予單位】：江西師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4

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