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论文编号：	11213
作者编号：	2220150492
上传时间：	2019/12/9 12:46:38
中文题目：	中新天津生态城的整合营销传播策略研究
英文题目：	Research on Integrated Marketing Communication Strategy of Sino-Singapore Tianjin Eco-city
指导老师：	申光龍
中文关键字：	中新天津生态城；整合营销传播；房地产开发项目；整合智慧营销战略
英文关键字：	Sino-Singapore Tianjin Eco-city; Integrated Marketing Communications; Integrated Smart Marketing Strategies; Real Estate Development
中文摘要：	摘 要随着房地产行业竞争的白热化，中国房市以往单因素主导的营销策略已然不适应市场发展，多因素、整合型营销策略的竞争成为了主流。房地产市场的营销策略变革浪潮成为了业内共识，由此引发的房地产开发企业传播策略变革自然也成为了学界关注的对象。以往的房地产开发企业将营销视为较为简单的房地产价格、区位、政策信息传播方案，未能将整合营销的理论思维由点及面的应用于相应的传播策略改进中。事实上，整合营销作为一种先进的系统性营销策略理论、工具，是可以且应当被用于房地产开发企业的传播策略之中的，并由此产生专门适应房地产整体营销的策略组，提升房地产开发企业在信息时代多媒体竞争中优势地位。以整合营销传播策略具体应用的经验与优化策略为导向，本文选取生态型新城中的典型代表中新天津生态城项目作为具体研究对象，分析其在多媒体信息传播领域的整体营销理论应用，探寻房地产开发企业在城市新城开发中提升自我信息管理、传播的营销学新渠道。为此，本文以整合营销作为全文的理论基础，从分析其主要概念定义出发，结合该理论主要特征和应用成效，构建全文的最核心理论基础。运用PEST分析法，从整体上对该项目的经济环境、政治环境、技术环境和社会环境进行分析，从不同层面了解中新天津生态城项目建设的外部影响要素；结合SWOT矩阵分析该项目的优势、劣势、威胁和机遇；通过3C分析法对项目消费者、竞争对手以及项目本身进行分析，以更好的制定营销传播策略。通过对中新天津生态城房地产开发项目整合营销传播策略的研究与评价，本文提出以整合营销传播理论为基础，充分结合近年来房地产营销与网络营销的发展趋势，以互联网技术和新媒体为依托，构建符合房地产行业发展规律而创新的中新天津生态城房地产开发项目整合营销传播优化模式，结合中新天津生态城在新十年“生态城市、智慧城市”的“双轮驱动”发展战略及打造“生态城市升级版”和“智慧城市创新版”的目标，中新天津生态城房地产开发项目整合营销传播模式应该基于智慧+互联网技术+新媒体模式，实施整合的智慧营销传播+生态社群营销的优化模式，把中新天津生态城项目生态智慧及可持续发展的城市价值体系与“美丽家园”的消费者价值体系有机融合共同发展。新消费时代的房地产营销模式，是以客户为中心、在大数据驱动下的、智慧的和基于社群生态圈深度运营的整合营销传播模式。
英文摘要：	ABSTRACT With the fierce competition in the real estate industry, the previous single-factor-led marketing strategies in China's housing market has declined, and the multi-factor, marketing strategy-based competition has become the mainstream. The wave of marketing strategy change in the real estate market has become the consensus of the industry, and the communication strategy change of real estate development enterprises caused by this has naturally become the object of academic attention. In the past, real estate development enterprises regarded marketing as a relatively simple scheme of real estate price, location and policy information dissemination, but failed to apply the theoretical thinking of integrated marketing from point to point in the corresponding communication strategy improvement. In fact, integrated marketing, as an advanced and systematic marketing strategy theory and tool, can and should be used in the communication strategy of real estate development enterprises. From this, a strategy group specially adapted to the overall marketing of real estate will be created to enhance the dominant position of real estate development enterprises in multimedia competition in the information age. Guided by the experience and optimization strategy of the specific application of integrated marketing communications (IMC) strategy, this thesis chooses the real estate development project of Sino-Singapore Tianjin Eco-city, a typical representative of the northern real estate industry, as the specific object of study, analyses its application of the overall marketing theory in the field of multimedia information communication, and explores the real estate development enterprises. In the development of new city, we should promote new marketing channels of self-information management and communications. Therefore, this thesis takes integrated marketing as the theoretical basis of the full text, starting from the analysis of its main concepts and definitions, combining with the main characteristics of the theory and its application effect, to build the core theoretical basis of the full text. This thesis uses PEST analysis method to interpret the political and economic environment of the project from the macro level, to analyze its social environment, to explore the relevant technical elements, to sum up the factors that can influence the external environment of the project development, to use SWOT matrix to give a detailed analysis of the relevant elements of the project, and to use 3C analysis. In order to better formulate the marketing communication strategy, this paper analyses the project consumers, competitors and the project itself. Based on the research and evaluation on the integrated marketing communication strategies of Sino-Singapore Tianjin Eco-city, this thesis puts forward a real estate development project of Sino-Singapore Tianjin Eco-city, which conforms to the development law of the real estate industry, on the basis of the integrated marketing communication theory and fully combines the development trend of real estate marketing with Internet technologies and new medias in recent years. Combined with the new “two-wheel driving” development strategies of ecological & smart city and the goal building of ecological upgrading & smart innovation in the new decade, the integrated marketing communication mode of Sino-Singapore Tianjin Eco-City should be based on the intelligent +internet + new media technologies to implement the mixed mode, of which integrated the intelligent marketing and ecological community marketing communication strategies. This mixed mode will tightly couple the urban smart & sustainable systems of Sino-Singapore Tianjin Eco-city with the consumer value expectation of “beautiful homeland”. The integrated marketing communication strategies in the new era will be a mixed strategies, of which integrated customer-centered, big data-driven marketing communication with the deepening operating community ecological system.
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