【摘要】：定位策劃是應(yīng)用科學(xué)方法指導(dǎo)項(xiàng)目開發(fā),規(guī)避企業(yè)經(jīng)營(yíng)風(fēng)險(xiǎn),對(duì)一個(gè)項(xiàng)目成敗作用至關(guān)重要,對(duì)開發(fā)企業(yè)經(jīng)營(yíng)影響較大。因此,做好寫字樓項(xiàng)目定位策劃對(duì)項(xiàng)目開發(fā)成功獲得預(yù)期的經(jīng)營(yíng)效益意義重大。本文首先介紹項(xiàng)目策劃的相關(guān)理論,總結(jié)策劃的含義和內(nèi)容、原理、基本原則以及梳理定位策劃的作用和一般程序;其次對(duì)天津市宏觀經(jīng)濟(jì)環(huán)境、“京津冀一體化”發(fā)展布局和“一主兩副”城市規(guī)劃進(jìn)行研究分析;再次對(duì)天津市寫字樓市場(chǎng)發(fā)展和“HH”寫字樓項(xiàng)目的市場(chǎng)環(huán)境及潛在競(jìng)爭(zhēng)項(xiàng)目進(jìn)行探討。并且進(jìn)行了“HH”項(xiàng)目的SWOT分析,給出項(xiàng)目定位和規(guī)劃設(shè)計(jì)標(biāo)準(zhǔn)。最后對(duì)項(xiàng)目營(yíng)銷策略、營(yíng)銷模式、營(yíng)銷計(jì)劃和排期進(jìn)行分析。
[Abstract]:Positioning planning is the application of scientific methods to guide the development of projects, to avoid business risks, to a project success or failure is very important, and has a great impact on the management of development enterprises. Therefore, to do a good job of office project positioning planning is of great significance to the successful development of the project to achieve the expected operational benefits. This paper first introduces the relevant theory of project planning, summarizes the meaning and content, principles, basic principles and the role of positioning planning and general procedures; Secondly, the macro-economic environment of Tianjin, the development layout of "integration of Beijing, Tianjin and Hebei" and the urban planning of "one main and two pairs" are studied and analyzed. The development of Tianjin office building market and the market environment and potential competition of "HH" office project are discussed again. And the SWOT analysis of "HH" project is carried out, and the standard of project positioning and planning design is given. Finally, the project marketing strategy, marketing model, marketing plan and scheduling are analyzed.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23

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