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论文编号：	6203
作者编号：	2220110629
上传时间：	2014/6/5 19:45:20
中文题目：	天津滨海新区商业地产营销战略研究
英文题目：	Study on Tianjin Binhai New Area Commercial Real Estate Marketing Strategy：Tianqi International Plaza Project
指导老师：	张永强
中文关键字：	天津滨海新区 商业地产 营销战略 体验营销
英文关键字：	Tianjin Binhai New Area Commercial Real Estate Marketing Strategy Experience Marketing
中文摘要：	本文以天津滨海新区为背景，以天齐国际广场商业地产项目为分析案例，试图解读商业地产开发过程中可能出现的问题，并通过该项目营销战略的分析，为转型期中国商业地产开发提供可资借鉴的蓝本。论文以战略管理和市场营销相关理论和商业地产理论为指导，以天齐国际广场项目的营销战略为研究对象，在对天齐国际广场项目的软硬件设施情况及滨海新区中心商务区商业地产项目市场环境进行充分调研的基础上，制定营销战略规划。本研究从天津滨海新区中心商务区商业地产发展现状，以及天齐国际广场的功能定位出发，综合考虑区域经济发展水平及消费市场的实际需求，从产业聚集、服务营销、体验营销三个方面提出天齐国际广场的战略选择，并从资金、品牌、队伍、文化等方面进一步阐述了战略实施的具体措施和对策建议。 　　　本论文的创新点在于，从理论与实际相结合的角度，在对天齐国际广场市场定位进行科学分析的基础上，提出了天齐国际广场的营销战略选择，并进一步指出了战略实施的操作化建议。希望该项研究对提高天齐国际广场营销决策的科学性，并切实提升资源的利用效率与经济效益提供有价值的参考。 　　　本文全文共分六章：第一章是绪论部分，内容包括选题背景与选题意义，研究思路、方法与研究内容，以及国内外研究现状等三节内容；第二章是相关理论基础，内容涉及战略管理理论、市场营销理论，以及产业相关理论三部分内容；第三章是天齐国际广场的内外部环境分析；第四章是营销战略选择；第五章是战略实施与保障；第六章是本文的结论部分。
英文摘要：	This article selects Tianqi international square case analysis of commercial real estate projects, trying to interpret possible problems in the process of commercial real estate development, and through the analysis of the project marketing strategy, for the transitional period of China's commercial real estate development to provide a blueprint for reference. Paper according to the theory of strategic management and marketing related and commercial real estate theory as the instruction, to day Tianqi international square project marketing strategy as the research object, on the day Tianqi international square project of hardware and software facilities and bin hai new area CBD commercial real estate project market environment on the basis of full investigation, set up marketing strategy planning.This study from the tian jin bin hai new area CBD commercial real estate development present situation, and the day the function orientation of Tianqi international square, comprehensive consideration of regional economic development level and the actual demand of the consumer market, gathered from the industry, service marketing, experience marketing three aspects put forward the strategic choice of day Tianqi international square, and from system, environment, brand, team, culture and so on five aspects further expounds the concrete measures and Suggestions on the implementation of strategy. 　　　Innovation point of this paper is that from the perspective of integrating theory with practice, on the day Tianqi international square market positioning, on the basis of scientific analysis, proposed the day Tianqi international square marketing strategy choice, and further points out the operationalization of strategy implementation Suggestions. Hope the study to improve the day Tianqi international square marketing decisions more scientific, and to improve efficiency of resource utilization and economic efficiency to provide valuable reference. 　　　In this paper, the full text is divided into six chapters: the first chapter is the introduction part, the content including the selected topic background and significance of topics, research idea, method and research content, research status at home and abroad such as three content;The second chapter is the relevant theoretical basis, the content involves the strategic management theory, marketing theory, industry and the related theory of three parts; The third chapter is day Tianqi international square analysis of internal and external environment; The fourth chapter is marketing strategy choice; The fifth chapter is strategy implementation and guarantee; The sixth chapter is the conclusion part of this article.
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