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2020年苏州市B5商业地产项目营销策划方案研究_硕士论文

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近年来,中国房地产业飞速成长,商业地产成为国民经济增长最直接的推动力, 但是由于商业快速、无序的开发,导致众多项目深陷困境。所以说,地产营销策划 在激烈的市场竞争中显得尤为重要,开发商唯有深入地做好市场研究、项目分析、 项目定位,进行合理的营销策划,方可成功。 B5 商业项目位于苏州市滨湖新城启动区块——越溪城市副中心。根据 B5 商业 地块的实际开发状况,站在开发商的立场和角度,本文首先运用市场营销等基础理 论,结合市场调研数据和相关分析法,对本项目的宏观营销环境、竞争环境及消费 者情况做了详细的分析研究。然后,对项目进行了区域分析、用地现状、交通分析、 建筑风貌与空间形态研究、功能布局与人车动线研究,并对项目进行 SWOT 分析; 并在此基础上从设计定位、经营定位、产品定位、客群定位、品牌定位、形象定位 等方面确立了本项目的市场定位,研究方案的项目定位为社区商业、公寓式酒店是 否合理。基于前三部分的分析及研究,给出了创新型的商业运营模式,并详细制订 了富有针对性的营销策划方案,包括招商推广、营销策划、销售执行、经营管理等 方案内容,着重从产品、价格、渠道、促销四个方面对本项目的具体营销策划方案 进行了具体的论述,尽可能解决商业项目开发过程中所遇到的问题——快速销售回 现、商业规划、返租问题、运营管理等,合理规避问题,组合优化出击,使得项目 利益最大化。本文通过结合市场营销学、管理经济学、战略管理等基础理论知识和 方法,通过对 B5 商业地块营销策划方案进行研究,为公司和行业同类企业带来实践 性的应用意义。 关键词:商业地产 社区商业 公寓式酒店 营销策划II 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract With the rapid development of our country's real estate industry, commercial real estate become the biggest boost to the national economy growth in these years. Due to the rapid and unordered development of the commercial real estate, so many commercial projects have been in deep trouble. With the increasingly fierce market competition, the real estate market planning gets more and more important, only with a thoroughgoing market research, project analysis, project positioning and reasonable marketing planning can developers achieve success. B5 commercial real estate project is located in the Yuexi deputy city center where is in the Newtown of Suzhou’s lakeside. According to the actual development status of B5 commercial land, the author stands in the developer's position. Firstly, using the basic theories of marketing and combining the market data with related analysis, this thesis analyses the macro-economy market environment, the competitive environment and consumer situation detailedly. Secondly, the thesis analyses the regional situation, present situation of land, traffic, architectural style and space form, function layout and the movement of human and traffic stream to make the SWOT analysis. The essay also clarifies the market orientation in the aspect of design, management, product, customer, brand and image to ensure the project for the community commercial and apartment hotel is reasonable. Based on the above research and analysis, the author presents an innovative mode of commercial real estate operation, elaborats the targeted marketing planning in detail, including the business invitation, marketing planning, sales work, operating management and so on. In this portion, the author also expounds the marketing planning from the aspects of product, price, place and promotion. The target is to solve the problems occurred in the process of the commercial project development, such as capital reflow, commercial plan, leaseback problem and operations management to fudge on issues reasonablly, to fire on all cylinders by combination optimization, to make the project benefit maximization. The essay is focusing on the research on the B5 commercial real estate project, involving marketing, managerialIII 华 中 科 技 大 学 硕 士 学 位 论 文 economics, strategic management and other basic theoretical methods;it may also be very useful for example company and other enterprises and bring us the practical application value. Keywords: Commercial real estate Community commercial Apartment hotel Marketing planIV 华 中 科 技 大 学 硕 士 学 位 论 文 目 录 摘要...............................................................................................................I Abstract...........................................................................................................II 图目录............................................................................................................ VI 表目录..........................................................................................................VIII 1 绪论.............................................................................................................1 1.1 选题背景及研究意义 ..........................................................................1 1.2 国内外研究综述 ..................................................................................3 1.3 研究内容和方法 ..................................................................................5 1.4 研究分析工具概述 ..............................................................................7 2 营销环境分析 ..........................................................................................10 2.1 宏观营销环境 ....................................................................................10 2.2 竞争环境分析 ....................................................................................18 2.3 消费者研究 ........................................................................................26 3 项目分析 ..................................................................................................32 3.1 项目区域分析 ....................................................................................32 3.2 用地现状分析 ....................................................................................34 3.3 项目交通分析 ....................................................................................35 3.4 建筑风貌与空间形态研究 ................................................................36 3.5 功能布局与人车动线研究 ................................................................36 3.6 项目 SWOT 分析及营销战略 ...........................................................37 4 项目定位 ..................................................................................................40 4.1 项目设计定位 ....................................................................................40V 华 中 科 技 大 学 硕 士 学 位 论 文 4.2 项目经营定位 ....................................................................................42 4.3 项目产品定位 ....................................................................................45 4.4 目标客群定位 ....................................................................................47 4.5 项目品牌定位 ....................................................................................48 4.6 项目形象定位 ....................................................................................49 5 项目营销策划 ..........................................................................................50 5.1 运营模式的种类及特点 ....................................................................50 5.2 项目运营模式的选择和创新 ............................................................51 5.3 项目招商推广方案 ............................................................................53 5.4 项目营销策划方案 ............................................................................54 5.5 项目经营管理方案 ............................................................................60 6 研究结论 ..................................................................................................62 6.1 研究的实用意义 ................................................................................62 6.2 项目执行评价 ....................................................................................63 致 谢.............................................................................................................65