本文選題：商業(yè)步行街　切入點：規(guī)劃定位　出處：《南華大學》2016年碩士論文　論文類型：學位論文

【摘要】：商業(yè)地產(chǎn)作為一種具有一定特性的商品,開發(fā)定位準確與否,直接影響其銷售和經(jīng)營。準確的、科學的定位是項目成功的保障。衡陽商業(yè)步行街項目在推進中矛盾和問題層出不窮。矛盾的根源和焦點集中指向二個方面:一是產(chǎn)品定位與市場需求和開發(fā)目標不匹配,二是該開發(fā)商作為傳統(tǒng)的住宅地產(chǎn)開發(fā)商,轉型開發(fā)商業(yè)地產(chǎn)存在觀念誤區(qū)和戰(zhàn)略失誤。本文以STP理論和顧客價值需求理論為指導,對衡陽商業(yè)步行街項目的定位從理論和實踐、戰(zhàn)略和執(zhí)行四個維度進行了分析和研究。研究重點是商業(yè)步行街項目產(chǎn)品定位的兩大主題----規(guī)劃定位和功能定位;通過分析衡陽商業(yè)步行街項目的定位條件、實際定位情況,提出項目合理的定位方案,對比分析項目實際定位方案及其在實施過程中暴露的問題和困境;結合對萬達商業(yè)地產(chǎn)開發(fā)成功模式的論述評析,簡要提出了項目定位糾偏和后續(xù)補救措施建議。最后從細分市場、目標市場、定位三個方面歸納了對衡陽商業(yè)步行街項目定位的研究結論,總結了造成目前定位現(xiàn)狀及問題的原因。
[Abstract]:Commercial real estate, as a commodity with certain characteristics, has a direct impact on its sales and operation. The scientific orientation is the guarantee of the success of the project. There are many contradictions and problems in the promotion of the Hengyang commercial pedestrian street project. The source and focus of the contradiction point to two aspects: first, the product orientation does not match the market demand and the development goal, Second, as a traditional residential real estate developer, the developer has misconceptions and strategic mistakes in the transformation and development of commercial real estate. This paper is guided by STP theory and customer value demand theory. This paper analyzes and studies the orientation of Hengyang commercial pedestrian street project from four dimensions of theory and practice, strategy and execution. By analyzing the positioning conditions and actual positioning conditions of the Hengyang commercial pedestrian street project, this paper puts forward the reasonable positioning scheme of the project, compares and analyzes the actual positioning scheme of the project and the problems and dilemmas exposed in the course of implementation. Based on the analysis of the successful mode of Wanda commercial real estate development, this paper briefly puts forward some suggestions on project orientation correction and subsequent remedial measures. Finally, from the perspective of subdivision market and target market, Three aspects of the positioning of Hengyang commercial pedestrian street project positioning research conclusions, summed up the current positioning status and problems.
【學位授予單位】：南華大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F727;F299.27

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本文編號：1576225