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论文编号：	4833
作者编号：	2120102662
上传时间：	2012/12/12 9:49:54
中文题目：	中新生态城2号地项目营销策略研究
英文题目：	Sino-Singapore Eco-city Plot2 Program Marketing Strategy Research
指导老师：	李东进
中文关键字：	房地产，STP理论，营销策略，客户关系管理
英文关键字：	Real Estate, STP theory, Marketing Mix, CRM
中文摘要：	滨海新区是天津最重要的经济基地，党中央、国务院从中国经济社会发展全局出发，对滨海新区的开发开放做出了新的指示，而中新天津生态城是中国新加坡两国政府间密切合作的成果，它依托了发展地方产业经济，以住宅地产市场发展作为契机。中新天津生态城是中国、新加坡两国政府间战略性合作的又一个项目，之前的苏州工业园在起到了良好的示范作用。此次的生态城市建设标志着中新两国政府有决心积极面对全球变暖、环境恶化等问题，并且将在节约资源和可再生能源利用方面做出表率，同时也为全球做出了一个资源节约型、环境友好型社会的典型示范。对中新生态城房地产开发项目营销策略进行分析，可以帮助项目开发公司更好的作出营销决策,推动项目良性发展，更好的完成生态城市建设任务。 本文运用PEST分析法，结合生态城项目所处的市场综合环境，以中新天津生态城2号地块项目为例，结合国家与天津市近年来出台的一系列针对房地产市场的调控政策及房地产相关的法律法规，分析了宏观经济与市场变化及竞争对手对本项目的影响。本文主要运用SWOT分析及STP目标市场定位理论，详细分析了本项目的综合素质及情况，在市场调研的基础上，对本项目进行市场定位。通过相关理论回顾，对生态城2号地项目进行研究。首先从2号地项目市场定位于目标市场选择入手，结合生态城所处的内外部环境，得出适用于该项目的营销组合策略。结合上述研究成果对如何保证生态城2号地项目营销策略组合实施提供了可行性的建议。
英文摘要：	Binhai New Area is the most important economic base in Tianjin. The CPC Central Committee and the State Council has made new instructions for the development and opening of Binhai New Area for China's economic and social development. Sino-Singapore Tianjin Eco-City is a close connection with China and Singapore between the two governments’ outcome, meanwhile it is relying on the development of industrial economy, as well as the development of the residential real estate market is another opportunity. Sino-Singapore Tianjin Eco-city in China is a strategic project between the two governments and the Suzhou Industrial Park played a good role model before. The eco-city construction marks that not only two governments are determined to face the problem of global warming, environmental degradation, and resource conservation and renewable energy use in the determination of a resource, but also for the world to make typical model of saving and environment-friendly society. After analyzing the marketing strategy of the new eco-city real estate development project, it can help project companies to make better marketing decisions, and to promote the benign development of the project, to create better construction tasks of eco-city. In this paper, I used PEST analysis, combined with the eco-city project and taking the Sino-Singapore Tianjin Eco-City Block 2 project for example. The combination of a series of regulatory policy for the real estate market and real estate relevant laws and regulations from countries and local government in recent years shows that the impact of macroeconomic changes happened in the market and competitors for the project. In this paper, I also used SWOT analysis and the STP target market positioning theory, to make detailed analysis of the overall quality and circumstances of the project, and try to find out the result of market research, market positioning through the relevant theoretical review. I take market positioning in the target market for the first step. Combining the internal and external environment of eco-city, I try to use the marketing mix strategies applicable to the project. All these research results is clearly showing to us how to ensure marketing strategy implementation of Block.2 project in eco-city.
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