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论文编号：	7215
作者编号：	2220120491
上传时间：	2015/6/2 16:35:03
中文题目：	工业地产营销策略研究——以天津团结有限公司为例
英文题目：	Industrial estate Research on Marketing Strategy
指导老师：	韩德昌
中文关键字：	工业地产；市场定位；营销组合策略；动态管理策略
英文关键字：	Industrial Real Estate; Industry Cluster; Marketing Mix Strategy; Dynamic Management strategy
中文摘要：	改革开放以来，中国的经济处于高速发展的阶段。进入21世纪，中国特色社会主义市场经济在经济全球化浪潮中迎来了新的时期和新的机遇。工业的发展为经济发展动力的工业园区的建设带来了新的活力。国外先进的工业地产企业看到了中国的工业地产行业的发展潜力，纷纷来到中国建立了很多成功的产业园、厂房、物流配送中心等工业地产项目，抢占了国内工业地产开发市场。与国外专注于工业地产开发与投资的地产企业相比，我国国内的工业地产开发多为住宅或者商业地产商来投资建造，简单的将运营住宅或者商业地产的模式和营销理念附加在工业地产上，导致工业地产项目从选址、开发、建设、招商到运营各阶段都存在一定的问题和缺陷。这不仅是对于资本和资源的浪费，也是开发企业承担着较大的经营风险，同时给入驻企业带来不必要的成本。与此同时，我国的大部分工业地产多以工业园区的形式存在，而园区的规划多由当地政府来完成。工业地产企业在这其中势必会受到影响。如何协调行政政策与市场需求之间的关系，如何通过政府和企业自身的能力将工业地产很好的营销出去是当前我国工业地产企业所面临的问题。基于我国工业地产发展现状和相关理论文献，本研究运用案例分析方法，分别对国内外知名工业地产企业和工业地产项目进行对比分析，总结出目前我国工业地产企业的优劣势，以团结地产为例，进行分析并提出发展对策与展望。
英文摘要：	Since China's reform and opening up, China's economy is in a high-speed development stage. Entering the 21st century, the socialist market economy with Chinese characteristics in the economic globalization ushered in the new period and new opportunities. The development of industrial economic development motive force for the construction of industrial park has brought new vitality. Foreign advanced industrial real estate enterprises have seen the development potential of China's industrial real estate industry, so they came to China to build a lot of successful industrial park, industrial property, logistics distribution center project. They have captured the domestic industrial real estate development market. Compared to foreign industrial real estate enterprises, China's domestic industrial real estate enterprises came from residential or commercial real estate developers. They just operated residential or commercial real estate mode and marketing concept to industrial real estate, which caused too many problems on site selection, development, construction, investment and operation. It caused capital and resources’ waste, carries a greater risk of business development enterprise, and brought unnecessary costs in the enterprise. At the same time, more than most of the industrial real estate in our country existed in the form of industrial park, but the park always planned by the local government which would influence Industrial real estate enterprise. How to coordinate the relationship between the administrative policy and market demand; how to use government and the enterprises’ own ability to develop industrial real estate was currently issue that China's industrial real estate enterprises faced. Based on the present situation, related literature and theory of industrial real estate, this study used case study method to analyze differences between domestic and foreign well-known industrial real estate enterprises and industrial real estate projects. Then the study based on the example of Tuanjie Estate, summarized the advantages and disadvantages of industrial real estate enterprises in our country and put forward development countermeasure and prospect.
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