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论文编号：	2513
作者编号：	2220080826
上传时间：	2010/6/11 9:44:14
中文题目：	CCTI研究方法在租赁型写字楼项目定位中的应用研究
英文题目：	The study of Rental-type office building positioning Based on CCTI
指导老师：	韩德昌
中文关键字：	关键词：CCTI研究方法 项目定位 写字楼定位
英文关键字：	Key words: CCTI analysis method，Project position，Office building positioning
中文摘要：	CCTI分析是在针对消费者、竞争者、态势、自身资源四个要素进行分析的基础上，进行战略定位的定位分析工具。本文研究的目的是将CCTI分析方法应用到租赁型写字楼产品定位中去。 本文对CCTI各要素分析的方法进行了阐述。为使CCTI分析成果能够直接输入到租赁型写字楼的客户行业结构定位、档次定位及体量定位中去，本文分析了租赁型写字楼CCTI各要素及其分析的特征，指出了租赁型写字楼的消费者具有集群性、地域偏好性，其竞争对手具有地域性，且现存竞争对手的竞争性低于新加入者。对于态势分析，本文归纳出了态势分析的主要要素是经济位势、趋势分析，项目区位位势趋势分析。本文同时归纳出写字楼CCTI分析中的自身资源分析主要集中在项目分析和开发商对设计、建造的社会资源整合能力，并判断出项目竞争力与开发商品牌关联度较低。 在上述分析的前提下，本文推导出了租赁型写字楼在CCTI分析基础上的定位逻辑和定位模型，并在该模型的基础上，给出了租赁型写字楼客户行业结构定位、档次定位及体量定位的要素、要素分析方法及定位方法。 基于一定的假设条件，本文给出了租赁型写字楼产品竞争力系数的测算模型及体量测算模型。 对于上述分析结论、模型、测算方法，本文以虚拟案例的形式进行了应用阐述。
英文摘要：	CCTI analysis was a tool of strategic positioning which based on the analysis of consumers, competitors, trends, and item self. The purpose of this study is the application of CCTI analysis on the lease-type office building positioning . In this paper, the elements of CCTI analysis method are described. In order to the results of CCTI analysis can be entered directly into the leasing office building positioning of the customer industry structure , grade positioning and body mass position, this article analyzes the characteristics of the elements of lease-type office building based on CCTI analysis , and point out the competitors have regional. Moreover, the article determine that the consumers have clusterability and geographical preference,and the new entrants are more competitive than the existing competitors. For trend analysis, this paper summarize the main elements of the Situation Analysis of Potential Economic, trend analysis, project location geopotential trend analysis. This paper also sum up the lease-type office building CCTI analysis of their own resources analysis is mainly focused on project analysis and developer’s design, build ability and the ability to integrate social resources. And the article determined the lower correlation between the project developer brand and the competitiveness of the building. In the above analysis under the premise of this type of office building , the positioning logic and positioning model are derived based on the analysis in the CCTI . and based on the logic and model , the elements, factor analysis methods are given for a lease-type office building structure of the industry positioning, positioning and body mass grade positioning. Based on certain assumptions, the model of competitive coefficient of leasing-type office building,and calculation model of body mass are formed. For the conclusions of the above analysis, models, measurement methods, the applicationo based on a virtual case is described in this paper.
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