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论文编号：	10242
作者编号：	2220140621
上传时间：	2018/6/14 12:56:31
中文题目：	清河商业中心西区建设项目营销战略与策略研究
英文题目：	Research on the marketing strategy of Qinghe west commercial center construction project
指导老师：	许暉
中文关键字：	清河商业中心西区建设项目；营销战略；商业地产；营销环境
英文关键字：	Qinghe District business center construction project； marketing strategy； SWOT
中文摘要：	摘 要 十八大以来，在中国经济降速并且稳健发展的大背景下，房地产行业仍然发挥着重要作用。房地产企业在国家基础建设以及城市化进程中起到了关键作用。在当前房地产行业迅速发展下，房地产行业的发展也收到了市场以及外部环境等一些因素的局限。房地产企业为了能够在当前如此激烈的竞争环境之下依然保持着良好的发展势头，需要对于公司规模进行不断扩大，对于人力、财力进行加大，但是伴随着出现的是企业利益的减少。在这一背景之下，房地产企业的管理层需要另辟蹊径来提升企业的利润和风险抵御能力。 本论文以清河商业中心西区建设项目，即作者以亲自参与开发建设的这一高端商业物业作为研究对象，探讨其营销战略。本文通过市场营销学方面的相关专业知识来对于房地产营销的观点进行阐述，通过对清河商业中心西区，及一线城市商业项目发展客观形势进行分析，并对清河商业中心西区建设项目所表现的企业项目内部微观环境充分研究之后所提出的。论文在对清河商业中心西区建设项目，对于本文的研究方法和技术路线进行确立，通过运用STP理论和SWOT分析方法来进行研究，分析清河商业中心西区建设项目的项目定位、营销定位等，来对于研究项目的营销差异化的额战略进行确立，同时立足于项目营销战略目标的相关需要，对于差异化进行积极地创造，对于项目的户型风格、目标客户等进行低成本的选择，对于项目的物业进行个性化服务等方面的调整，并且，通过保障措施的实施来对于项目营销目标的实现进行确保。并且本文深度策划和研究了项目的产品、价格以及推广促销等，期望能够对于项目的整体营销具有一定的借鉴意义。
英文摘要：	Abstract Real estate enterprises are playing an important role in China's economic development. Its development has played an important role in the development of the whole national economy. Now with the development of the real estate industry, and by the external environment and the impact of the market, the development of the real estate industry is also subject to certain restrictions. In order to be able to maintain the competitive advantage in the competitive state, Real Estate Company continues to expand the scale, increase manpower, financial resources, but the attendant is the reduction of economic benefits. Faced with this situation, the enterprise management needs to solve the problem is how to improve the profitability of the project, enhance the ability to resist risks. In this paper, Qinghe West business center construction project, the author personally involved in the development and construction of the high-end commercial property as the research object, to explore the marketing strategy. This paper expounds the marketing point of view, is a professional theoretical knowledge of marketing, the west side of Qinghe business center, and first-tier cities commercial project development objective situation analysis, proposed after full study on Beijing greentop foundation technology company and Qinghe Business Center West construction project performance project enterprise internal micro environment. In the West Qinghe business center construction project, established the research methods and technique route； using SWOT and STP theory and method, analysis of the project location, Qinghe Business Center West building project marketing positioning, so as to establish the differentiation strategy of the project marketing, and according to the needs of marketing strategy, and actively create the difference, with low cost of products, style apartment layout target customers, personalized service and property adjustment, and at the same time, the implementation of a series of security measures to ensure the implementation of marketing strategy, and finally achieve the goal. The thesis also carries on the deep plan and the research from the product, the price, the promotion and the promotion strategy and so on, in order to have the certain practical significance to the entire marketing activity.
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