【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)營風(fēng)險(xiǎn),對一個(gè)項(xiàng)目成敗作用至關(guān)重要,對開發(fā)企業(yè)經(jīng)營影響較大。因此,做好寫字樓項(xiàng)目定位策劃對項(xiàng)目開發(fā)成功獲得預(yù)期的經(jīng)營效益意義重大。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;再次對天津市寫字樓市場發(fā)展和“HH”寫字樓項(xiàng)目的市場環(huán)境及潛在競爭項(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)。最后對項(xiàng)目營銷策略、營銷模式、營銷計(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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.23

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 辜勝阻;鄭超;方浪;;京津冀城鎮(zhèn)化與工業(yè)化協(xié)同發(fā)展的戰(zhàn)略思考[J];經(jīng)濟(jì)與管理;2014年04期

2 王旭;鐘麗華;;房地產(chǎn)項(xiàng)目策劃理論要點(diǎn)分析[J];經(jīng)濟(jì)師;2013年10期

3 許紅衛(wèi);;“一主兩副”城鎮(zhèn)空間范式的解析[J];規(guī)劃師;2013年S2期

4 姚家偉;覃民武;高凌霞;;基于SWOT分析的某房地產(chǎn)項(xiàng)目競爭戰(zhàn)略研究[J];建筑經(jīng)濟(jì);2012年06期

5 陳紅霞;李國平;張丹;;京津冀區(qū)域空間格局及其優(yōu)化整合分析[J];城市發(fā)展研究;2011年11期

6 郭巖峰;王曉利;;京津冀區(qū)域經(jīng)濟(jì)一體化發(fā)展戰(zhàn)略思考[J];特區(qū)經(jīng)濟(jì);2011年11期

7 左麗娟;劉欣然;;房地產(chǎn)項(xiàng)目前期市場定位的研究[J];中國城市經(jīng)濟(jì);2011年27期

8 孫蘭昊;;中國房地產(chǎn)市場發(fā)展的探討[J];天津經(jīng)濟(jì);2011年09期

9 沈磊;;可持續(xù)的天津城市中心結(jié)構(gòu)[J];時(shí)代建筑;2010年05期

10 劉曉春;;京津冀區(qū)域經(jīng)濟(jì)一體化研究[J];唐山師范學(xué)院學(xué)報(bào);2010年03期

相關(guān)重要報(bào)紙文章 前1條

1 舒立;;房地產(chǎn)策劃的階段演進(jìn)模式[N];中國建設(shè)報(bào);2001年

，

本文編號：2447565