本文關(guān)鍵詞：鄭州HN商貿(mào)城4V營銷策略研究　出處：《廣西大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： HN商貿(mào)地產(chǎn) SWOT 4V營銷策略 PEST

【摘要】：2012年,作為鄭州市場的生力軍,HN商貿(mào)城面臨諸多的機遇與挑戰(zhàn)�！爸性�(jīng)濟區(qū)”的規(guī)劃、“鄭州航空港經(jīng)濟綜合實驗區(qū)”的重大布局、“一區(qū)兩翼”城市功能區(qū)獲批等促進鄭州市經(jīng)濟持續(xù)和高速增長,也給鄭州HN商貿(mào)城帶來了更多的發(fā)展機遇。另一方面,加之身處中部鄭州這樣一個商業(yè)地產(chǎn)快速發(fā)展、競爭日趨激烈的市場環(huán)境之中,鄭州HN商貿(mào)城未來的經(jīng)營發(fā)展面臨著相當嚴峻的考驗。尤其是隨著商業(yè)地產(chǎn)項目整體啟動資金相對更加寬裕,作為現(xiàn)階段商業(yè)地產(chǎn)主要利潤來源的公司業(yè)務逐步走向了買方市場,同行業(yè)對有限優(yōu)質(zhì)客戶的爭奪已經(jīng)呈現(xiàn)出過度競爭的態(tài)勢。由于起步晚、體量大,鄭州HN商貿(mào)城在資產(chǎn)規(guī)模、管理水平、人員素質(zhì)等方面都處于相對的競爭劣勢。面對公司業(yè)務市場的激烈競爭,鄭州HN商貿(mào)城必須高瞻遠矚,不斷適應外部經(jīng)營環(huán)境的變化,跟進市場需求,同時前瞻性地分析自身可能存在的問題,從自身經(jīng)營特點出發(fā),思考如何開展自己的公司業(yè)務,如何根據(jù)自身特點和優(yōu)劣勢制訂相應的市場營銷策略,爭取盡快建立起具有項目特色并符合市場發(fā)展的市場營銷策略體系,以便在激烈的競爭中占據(jù)一定的市場份額。本研究意義主要是在商業(yè)地產(chǎn)領域,還有很多商業(yè)地產(chǎn)企業(yè)的管理層對商業(yè)地產(chǎn)的市場營銷重視不夠或在這方面知識缺乏,有甚者也不知道如何去市場營銷,市場營銷作為企業(yè)最為基本和最為重要的活動之一,直接關(guān)系企業(yè)的成敗,由于缺乏市場營銷思想也會對商業(yè)地產(chǎn)行業(yè)的發(fā)展也會有一定的影響。分析鄭州HN商貿(mào)城所處的環(huán)境及存在的問題,指出現(xiàn)有市場營銷的一些問題,通過利用PEST、SWOT分析、運用4V等營銷策略理論,對鄭州HN商貿(mào)城的營銷策略進行個案分析,對鄭州HN商貿(mào)城外部的威脅和機會因素及內(nèi)部的優(yōu)勢和劣勢進行評價,提出鄭州HN商貿(mào)城相適應的市場營銷策略并實施。本文將在運用相關(guān)文獻的基礎上,并通過相關(guān)市場營銷理論分析,結(jié)合當?shù)貙嶋H情況進行商業(yè)地產(chǎn)項目的影響因素分析,再系統(tǒng)地調(diào)查研究HN商貿(mào)城的營銷策略現(xiàn)狀,探究HN商貿(mào)城營銷策略的現(xiàn)狀問題,并提出優(yōu)化措施。最后,利用4V營銷組合制定并實施鄭州HN商貿(mào)城的營銷策略。
[Abstract]:In 2012, as a fresh force of Zhengzhou market, HN Commercial City was faced with many opportunities and challenges. The planning of "Central Plains Economic Zone" and the important layout of "Zhengzhou Airport Economic Comprehensive Experimental Zone". The approval of "one area and two wings" urban functional areas to promote the sustained and high-speed economic growth of Zhengzhou City, but also to Zhengzhou HN Trade City brought more development opportunities. On the other hand. Combined with the rapid development of such a commercial real estate in the middle of Zhengzhou, the competition is becoming increasingly fierce in the market environment. The future operation and development of Zhengzhou HN Trade City is facing a severe test, especially with the commercial real estate project as a whole start up the funds relatively more comfortable. As the main source of commercial real estate profits, the business of the company has gradually moved towards the buyer's market, and the competition for limited high-quality customers in the same industry has shown a trend of excessive competition. Zhengzhou HN Trade City is at a relatively competitive disadvantage in terms of assets scale, management level, personnel quality and so on. Facing the fierce competition in the company business market, Zhengzhou HN Trade City must show great foresight. Constantly adapt to the changes in the external business environment, follow up with the market demand, at the same time, forward-looking analysis of their own possible problems, starting from their own business characteristics, thinking about how to develop their own business. How to make the corresponding marketing strategy according to their own characteristics and advantages and disadvantages, and strive to establish a marketing strategy system with project characteristics and in line with the market development as soon as possible. In order to occupy a certain market share in the fierce competition. The significance of this study is mainly in the field of commercial real estate. There are also many commercial real estate management of the commercial real estate marketing attention or lack of knowledge in this respect, some do not know how to market. As one of the most basic and important activities, marketing is directly related to the success or failure of enterprises. Due to the lack of marketing ideas will also have a certain impact on the development of commercial real estate industry. This paper analyzes the environment and existing problems of Zhengzhou HN Commercial City, and points out some problems in existing marketing. Through the use of PEST-SWOT analysis, the use of 4V and other marketing strategy theory, the marketing strategy of Zhengzhou HN Trade City case analysis. This paper evaluates the external threats and opportunity factors, internal advantages and disadvantages of Zhengzhou HN Trade City, and puts forward the corresponding marketing strategy and implementation of Zhengzhou HN Trade City. And through the relevant marketing theory analysis, combined with the actual situation of the local commercial real estate project impact factors analysis, and then systematically investigate and study the current situation of marketing strategies of HN Commercial City. This paper probes into the present situation of the marketing strategy of HN Commercial City and puts forward the optimization measures. Finally, the marketing strategy of Zhengzhou HN Commercial City is formulated and implemented by using the 4V marketing combination.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.2;F274

【參考文獻】

相關(guān)碩士學位論文 前1條

1 劉智全;大連國泰帝柏灣建設項目策劃分析[D];大連理工大學;2009年

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本文編號：1431766