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论文编号：	7330
作者编号：	2220132364
上传时间：	2015/6/5 17:51:31
中文题目：	融创集团全运村项目营销定位及营销策略研究
英文题目：	Study on Marketing Strategy and Marketing Positioning of Quanyuncun Project of Rongchuang Company
指导老师：	张永强教授
中文关键字：	融创集团 地产营销 全运村项目 营销策略
英文关键字：	Rongchuang Company Real Estate Business Marketing Quanyuncun Project Marketing Strategies
中文摘要：	在如今经济全球化的背景下，现代市场营销学、项目营销策略的选择在企业竞争者起到越来越重要的作用。本文的研究目的是通过对融创集团全运村项目的分析，深入研究融创集团的营销定位及营销策略研究，进而为天津市全运村项目的营销战略发展提出建议。论文从现代市场营销学的理论综述入手，全面分析了融创集团的概况和天津全运村项目的基本情况。在此基础上，本文分析了融创公司全运村项目的营销定位、和经济估算，得出了此项目具有较好的经济价值和营销价值的结论。随后，本文针对融创集团全运村项目的营销策略及其实施进行了深入的分析。最后，对全运村项目的营销策略提出了相关建议。本文全文共分为七章：第一章是绪论部分，包括研究背景和选题意义，为下文的分析做好了铺垫。第二章是文献综述，梳理了现代市场营销的相关理论。第三章是融创集团及其全运村项目基本情况的分析说明。第四章是全运村项目的营销定位及经济估算。第五章、第六章是全文重点，分析了全运村项目的营销策略及其实施方法，为类似企业项目的营销提供了借鉴。第七章是本文的结论部分，为全运村项目的营销战略提出了建议。本文的创新点在于：从对融创集团全运村项目的案例分析入手，从现代市场营销学的角度入手，深入分析了其营销策略选择和实施情况，为类似企业的项目的市场营销工作提供了借鉴。
英文摘要：	Under the situation of globalization，modern marketing theory and project marketing strategy is playing an increasingly important role in enterprise competition. Through analysis of Rongchuang Company’s Quanyuncun Project， his paper focuses on the marketing positioning and marketing strategy of Rongchuang Company，and provide solutions for Quanyuncun Project’s development. Firstly，basic infoemation of Quanyuncun Project and Rongchuang Company are analyzed based on literature review of modern marketing. Secondly，conclusions are made that the project is of good economic value as well as marketing value by analyzing its marketing positioning and economy estimation. Furthermore，Rongchuang Company’s marketing strategies and their implement are deeply analyzed. Finally，solutions are came up with for marketing strategies of Quanyuncun Project. There are seven chapters of this paper. The first chapter is introduction， including research background and research necessity，which lays foundation for following analysis. The second chapter is literature review on modern marketing theory. Chapter three is description on Rongchuang Company’s basic information. Chapter four makes economic estimation and marketing positioning of it. Chapter five and six are the most important part of this paper，which analyzes marketing strategy and implements of Quanyuncun Project，and provide example for similar projects. Chapter seven is the conclusion of this paper，coming up with solutions for the project. Innovation of this paper is that based on case study on Quanyuncun Project， this paper deeply analyzes its marketing strategy and implements and provides examples for similar projects from modern marketing point of view.
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