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论文编号：	4818
作者编号：	2120102740
上传时间：	2012/12/12 1:26:38
中文题目：	中粮六纬路大悦城项目定位与营销策略研究
英文题目：	Strategy of the COFCO Joy city project positioning and marketing
指导老师：	李季
中文关键字：	项目评估；项目可行性研究；4P营销理论；整合营销传播
英文关键字：	Project evaluation；Project feasibility study；　　　　　　　　　4P marketing theory；Integrated Marketing Communications
中文摘要：	房地产调控政策实施后，对住宅市场起到一定抑制房价上涨作用，与此同时，在住宅市场冷清观望的市场状态下，商业地产从目前房地产市场的中长期走势来看呈现螺旋式上涨趋势。中粮六纬路大悦城项目具备优质的地理属性和商业属性，可以作为城市综合体项目研究的典型案例。　 项目定位和营销策略是城市综合体经营成败的两个关键步骤。城市综合体作为一个产品，项目定位是确定规划设计成什么样的产品；营销策略是确定如何销售产品。从时间上讲，项目定位是前期，营销策略是后期。两者在逻辑上互为因果关系。根据市场调研，对宏观微观环境、市场供需状况、客群、利润投资分析，以及后期营销管理的可行性，盈利性判定，最终确定项目定位。项目定位下来后，项目管理者只能在这一前提下实施后续营销策略。　 本篇论文先从天津市城市综合体项目发展阶段认知，天津市经济发展宏观政策，天津市近年来经济发展情况三个层面研究中粮六纬路大悦城项目背景。从一般城市CBD区域演变过程中看到中粮六纬路大悦城项目发展机遇，由此总结出支撑中粮六纬路大悦城项目的六大优势，阐明中粮六纬路大悦城项目对天津的意义。　 正文着重对中粮六纬路大悦城项目进行详细定位。运用的主要管理理论和分析模型有项目管理理论和SWOT分析、PEST分析、营销4P理论和整合营销传播理论。分别对中粮六纬路大悦城项目写字楼业态市场，商业业态市场和酒店业态市场论证其发展的机会与威胁。在充分的市场研究基础上立足天津的市场站位对中粮六纬路大悦城项目进行建设规划。　 面对项目所在区域里的直接竞品嘉里和中信，通过对中粮六纬路大悦城项目建设条件评估，我们有理由相信，其自身优质的项目属性和天然的项目地块优势，加上政策上的助力，以及承接项目营销团队的优秀的营销能力，本项目将成为天津房地产市场上优质卓越的城市综合体项目。
英文摘要：	Real estate regulatory policy implementation, on the residential market to curb rising prices, at the same time, in the residential market cold and cheerless wait-and-see market conditions, commercial real estate from the current real estate market in the long-term trend is spiral rise. In COFCO Joy project have excellent geographical attribute of commercial properties, can be used as a city project of synthesis of typical case to study. 　 Project positioning and marketing management is a business success or failure of city complex in two key steps. City complex as a product, the project is to determine what kind of planning and design of the product; marketing management is to determine how to sell a product. In terms of time, the project is preliminary, marketing management is late. Both reciprocal causation relation in logic. According to market research, to the macroscopical and microcosmic environment, state of market supply and demand, customers, profit investment analysis, and later the marketing management feasibility, profitability decision, ultimately determine the project location. Project location is down, marketing management only in the premise of implementing follow-up marketing strategy. 　　This article first from Tianjin city complex project development stage of cognitive, Tianjin city economy grows macroscopical policy, Tianjin city in recent years the economic development level of COFCO Joy project background. From the general city CBD area in the evolution process in COFCO Joy project development opportunity, it summed up the support,elucidated in Joy project of Tianjin significance. 　　The text focuses on the grain City project detailed location. The main management theory and analysis model of project management theory and SWOT analysis, PEST analysis, 4P marketing theory and the theory of integrated marketing communication. Respectively, Joy project Office business market, commercial market and hotel industry condition market demonstrate the development opportunities and threats. In the full market research on the basis of Tianjin market positioning of Joy project construction planning. 　　In the face of the project location directly competing products Kerry and CITIC, the Joy project construction condition assessment, which we have reason to believe that, its own high-quality project attributes and project plots of natural advantages, coupled with the policy of power, and to undertake the project marketing team advantage, this project will become Tianjin real estate market high quality city complex project.
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