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论文编号：	6706
作者编号：	2120122753
上传时间：	2014/12/5 10:03:38
中文题目：	SC公司天津市宝坻区房地产项目定位研究
英文题目：	The study on the positioning of SC Company’s real estate project located in the Baodi District of Tianjin city
指导老师：	胡望斌
中文关键字：	定位理论;项目定位;环境分析;市场调研;客户需求
英文关键字：	Positioning theory; Project positioning; Environmental analysis; Market research;Customer demand
中文摘要：	近些年来，我国房地产市场不断升温，房价也逐步上涨，同时房地产企业发展迅速，企业之间的竞争日益加剧。城市之中新楼盘林立，为了达到销售目的，各企业均采取了各种五花八门的购房促销手段，但效果却并不令人满意。究其原因，一方面是房地产市场中存在着房产供应过剩的现实情况，另一方面对于相当多有购房需求的消费者来说，企业所提供的楼盘又无法很好的契合其需求。所以，随着国家政策对房地产市场的调控日益增加，并且消费者更加理性的看待房地产行业，作为房地产企业，为了在未来的市场竞争中占据有利的位置，就需要更好的对自身项目进行定位，以瞄准目标顾客开展营销活动。本文以SC公司位于天津市宝坻区城关镇的项目为例，基于项目坐落地点的特殊性，通过对其项目基地特征进行分类深入分析，总结出项目的市场位置和独特的竞争优势，之后，通过对该区域内目标消费群体的需求特征分析和生活方式描摹的有针对性的研究，结合项目自身的优势分析，最终制定出了准确的项目定位，并对该定位的营销战略执行进行分类阐述，然后进行项目的实践论证分析和深度应用的探讨。力求通过这些研究总结经验，找到规律，同时结合定位理论及其应用的研究成果，为类似项目的定位提供一定的指导和帮助。
英文摘要：	In recent years, China’s real estate market continues to heat up with the prices rises; while real estate enterprises have developed rapidly and have a severe competition among them. New properties in cities everywhere, the enterprises use vary promotions to do sales, but the results were not satisfactory. The reason is that the supply of real estate is excessive, but there are quite a lot of buyers for the needs of consumers that can’t be fit very well. So, with the strengthening of the national policy on the regulation of the real estate, consumers think of the real estate by a rational way. The real estate enterprises need to make better position of itself, and target consumer to do the marketing. In this thesis, we take Chengguan Town Project located in Baodi Distinct of SC Company as an example. Based on the special location, through the analysis on the characteristics of project, demand characteristics and lifestyle of target consumer groups, we make the accurate positioning of the project and discuss the practical demonstration analysis and application of the project. Through summing up experience of these studies, finding the law and combining with the positioning theory and the results of its application, we want to provide some guidance and help for the positioning of similar projects.
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