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论文编号：	4073
作者编号：	2220101071
上传时间：	2012/3/15 14:15:44
中文题目：	武汉“现代森林小镇”项目营销策略研究
英文题目：	Wuhan Modern Forest Town Project Marketing strategic Research
指导老师：	韩德昌
中文关键字：	房地产向行业 ， 项目定位 ，战略研究
英文关键字：	Real estate industry ， project position ， strategic research
中文摘要：	发展与调控，对于房地产企业而言，既是挑战，也是机遇。相对于中小房地产企业而言，如何在宏观调控和激烈的市场竞争中，充分利用企业现有的土地、资金资源，将项目引导到市场竞争的优势地位，满足市场的需求，获得宝贵的现金资源，扩大企业的发展规模，争取更大的发展空间，成为中小房地产企业关注的重点。本文以房地产企业项目开发研究与实施为指导，以现代森林小镇项目的定位与营销执行为研究对象，通过该项目在区域地块的优劣分析，获得项目运作的关键性思路，以此将企业所拥有的资源优势发挥到最大，并解决在运作执行中出现的问题。本文共分七章。第一章是绪论，主要介绍论文的研究背景和研究意义、研究思路和研究框架。第二章回顾了房地产市场的相关理论，PEST分析法、SWOT分析法等环境分析工具，市场细分理与定位理论和4P、4C营销组合理论，为全文的研究寻求理论依据。第三章是营销环境分析，重点是对宏观营销环境、武汉地区房地产市场状况以及市场竞争格局等进行分析。第四章是依据相关理论和营销环境分析的结论，阐述现代.森林小镇项目定位的战略选择及战略定位。第五章依据森林小镇项目的战略定位确定森林小镇项目的营销策略选择。第六章是森林小镇项目的营销策略实施。第七章是结论，对本文的研究进行归纳和总结。本文的创新点在于，通过森林小镇的项目设计与定位和营销策略，与实际相结合的研究，阐述了当前房地产项目的营销战略设想，并从规划和可执行的层面，对房地产项目的开发营销提出了对策和建议。
英文摘要：	Development and regulation, for real estate enterprises, since challenge, also be good luck. Compared to the small and medium-sized real estate enterprises, how to in macroscopical adjusting control and the fierce competition in the market, make full use of the existing land, capital resources, will lead to a dominant position in market competition, to meet the needs of the market, gain valuable cash resources, expand the scale of the development of enterprises, and strive for greater development space, become medium and small the focus of real estate enterprises. Based on the real estate enterprise project development research and Implementation for guidance, to modern forest town project positioning and marketing execution as the research object, through the project in the region plot analysis, obtained in the operation of the project of key ideas, the company owned by the dominant resources to maximize, and settling in the functioning of the executive in problem. This paper consists of seven chapters. The first chapter is the introduction, mainly introduces the research background and research significance, research ideas and research framework. The second chapter reviews the real estate market theory, PEST analysis, SWOT analysis and other analysis tools, market segmentation and positioning theory and the 4P, 4C marketing combination theory, as the full text of the study to find theoretical basis. The third chapter is the analysis of marketing environment, the focus is on the macro marketing environment, Wuhan area real estate market situation and market competition pattern analysis. The fourth chapter is based on the related theory and the marketing environment analysis, elaborated the modern forest town project positioning, strategic choice and strategic positioning. The fifth chapter based on the forest town project strategic positioning to identify forest town project marketing strategy choice. The sixth chapter is the forest town project marketing strategy implementation. The seventh chapter is the conclusion of this paper, the research is summarized and concluded. The innovation point of this paper is, through the forest town of project design and positioning and marketing strategy, combined with the practical study, elaborated the current real estate marketing strategic ideas, and from the planning and executive level, to the real estate project development marketing and puts forward the countermeasures and suggestions.
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