本文選題：商業(yè)地產(chǎn) + 市場定位�。� 參考：《昆明理工大學》2014年碩士論文

【摘要】：房地產(chǎn)經(jīng)濟是中國經(jīng)濟的重要組成部分,但隨著國家對房地產(chǎn)市場的調控,一些地產(chǎn)商紛紛進駐商業(yè)地產(chǎn)。但隨著商業(yè)地產(chǎn)的迅猛發(fā)展,也隨之出現(xiàn)了大量問題,如同質化現(xiàn)象嚴重、經(jīng)營情況差等,這些問題不僅造成項目操盤的失敗,更重要的會造成社會資源的大量浪費,所以商業(yè)地產(chǎn)的定位尤其重要。 本文從國內外商業(yè)地產(chǎn)市場定位相關理論的基礎上,結合當?shù)厣虡I(yè)地產(chǎn)發(fā)展現(xiàn)狀和發(fā)展趨勢,對企業(yè)及X商業(yè)項目的營銷環(huán)境進行分析,采用定量分析、定性分析相結合的方法,制定了系統(tǒng)的商業(yè)項目市場定位的策略及方法。 本文提出,對商業(yè)地產(chǎn)項目進行市場定位,首先要了解當?shù)厣虡I(yè)市場的發(fā)展現(xiàn)狀及發(fā)展趨勢,并對企業(yè)及項目的市場營銷環(huán)境尤其是項目所在的商圈及競爭對手進行分析。在充分市場調研的基礎上對市場進行細分,結合企業(yè)戰(zhàn)略及項目特點,選擇差異化競爭市場,從而對商業(yè)項目進行客戶定位、經(jīng)營定位、產(chǎn)品定位、價格定位等市場定位。 本文提出了系統(tǒng)化定位程序及方法,為商業(yè)地產(chǎn)項目定位及運作提供了一定的參考。
[Abstract]:The real estate economy is an important part of China's economy, but with the regulation of the real estate market, some real estate developers have moved into commercial real estate. However, with the rapid development of commercial real estate, a large number of problems have appeared, such as serious homogenization phenomenon, poor management situation, which not only caused the failure of project operation, but also caused a large amount of waste of social resources. So commercial real estate positioning is particularly important. Based on the domestic and foreign commercial real estate market positioning theory, combined with the local commercial real estate development status and development trends, this paper analyzes the marketing environment of enterprises and X commercial projects, and adopts quantitative analysis. Combining qualitative analysis, the strategy and method of market positioning of commercial project are established. This paper puts forward that the market orientation of commercial real estate projects should first understand the current situation and development trend of local commercial market, and analyze the marketing environment of enterprises and projects, especially the commercial circles and competitors where the projects are located. On the basis of full market research, the market is segmented, combined with the enterprise strategy and project characteristics, the differentiated competitive market is chosen, thus the market positioning of the commercial project is carried out, such as customer orientation, management positioning, product positioning, price positioning and so on. This paper presents a systematic positioning procedure and method, which provides a certain reference for the positioning and operation of commercial real estate projects.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.23;F274

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