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论文编号：	3841
作者编号：	2120092557
上传时间：	2011/11/28 21:50:05
中文题目：	天津滨海新区写字楼服务营销组合策略研究—以泰达MSD项目为例
英文题目：	The Strategy on Tianjin Binhai New Area Office Sercives TEDA MSD Project as an Example
指导老师：	刘建华
中文关键字：	MSD项目;滨海新区;服务营销;商业地产
英文关键字：	MSD;Binhai New Area;Services MArketing;Commercial real estate
中文摘要：	我国的房地产行业从二十世纪九十年代开始，经历了飞速的发展，同时带动了大量的相关行业的发展。目前已经成为了我国支柱型产业，并且为各级政府带来了大量的财政收入。同时，在高速发展的过程中，各地房价高居不下，房地产行业积累了大量的泡沫。近年来，针对居住类地产国家出台诸多调控政策，房价受到抑制，同时也使相关房地产企业面临了很大的困境。在这样的背景下，作为商业地产的写字楼在此时出现了很大的发展机遇，相对受到国家政策影响较小。同时，滨海新区的开发开放已被列入我国国策，并在2010年正式成立，整合原来的行政区和功能区，使行政办事效率大大提高。开发区也需要通过经济结构转型来带动更大的发展动力。此外，逐步扩展的工业区也带来了更多的办公场所需求。但是目前天津地区成熟的高档商业办公区域较少，无法满足日益增长的高档办公需求，这也给滨海新区写字楼的快速发展提供了良好的时代背景。本文以泰达MSD项目为例，充分分析了该项目所处的外部环境、内部环境以及自身的优势和劣势，并且结合目前比较先进的营销方法和理论，针对MSD项目的现状，制定了一系列的组合营销策略，并进行深入的分析和探讨。本文共分六个部分，各章节按照逻辑递进方式进行阐述。第一部分介绍了本文的研究背景、意义和方法等；第二部分将本文用到的相关营销理论进行回顾，为后面的案例分析提供基础；第三部分将MSD项目所处的环境进行进一步的分析，为企业营销策略的制定提供现实基础；第四部分对MSD项目进行STP和SWOT分析，并提出相应的营销策略的选择；第五部分通过阐述MSD项目实际营销策略，分析相关的营销措施和保障；第六部分对文章的主要观点进行总结，并提出作者的结论。
英文摘要：	China's real estate industry starting from the 1990s, has experienced rapid development, while driving a large number of related industries. Has become a pillar industry of China, and for all levels of government brought a lot of revenue. Meanwhile, in the process of rapid development, local housing prices remains high, the real estate industry has accumulated a lot of foam. In recent years, the state has adopted for the residential class of real estate a lot of control policies, price is suppressed, but also to make the relevant real estate enterprises are facing a great dilemma. In this context, the commercial real estate office at this time there are great opportunities for development, relatively less affected by national policies. Meanwhile, the development and opening of Binhai New Area has been included in our national policy, and was formally established in 2010 to integrate the original administrative and functional areas, so that administrative efficiency is greatly improved. Development also needs to promote economic restructuring through the development of greater power. In addition, the gradual expansion of the industrial areas has also brought more demand of the office space. But now in Tianjin, there are less mature high-grade commercial office spaces, unable to meet the growing demand for high-grade office, which provides a good background of the rapid development of Binhai New Area commercial offices. In this paper, TEDA MSD project, for example, the full analysis of the project in which the external environment and internal environment and their own strengths and weaknesses, and combined with the relatively advanced marketing methods and theories, the status of the project for the MSD to develop a series of combination of marketing strategy, and in-depth analysis and discussion. This paper is divided into six sections, each section logical progressive manner described. The first part describes the background of this study, significance and methods; The second part will be used in this article reviewed the relevant marketing theory, as the back of the case studies provide a basis; third part of the environment in which the MSD project for further analysis , the formulation of marketing strategy for the enterprise to provide practical basis; fourth part of the MSD project STP and SWOT analysis, marketing strategy and the corresponding choice; the fifth part of the MSD project by describing the actual marketing strategy, analysis and protection measures related to marketing ; the sixth part of the article summarize the main points and make the author's conclusions.
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