而与此同时，该类产品较大的营销难度和较高的营销策略需求日益凸显
本文对国内外房地产及城市综合体的开发战略相关理论经验进行了整理，对当
今城市综合体普遍存在的问题，进行了比较分析。文中以 HF 城市综合体项目为实
例，应用 PEST 和 SWOT 等方法，从项目外部行业环境、HT 公司内部环境等方面
对 HF 项目的竞争现状及存在的问题进行了综合研究，而后结合该企业及项目的长
中短期营销目标，制定了对应的市场定位，并以此为依据，系统性、针对性的提出
价格策略、渠道策略、促销策略、推广策略等各项营销策略。最后，为达到策略的
可行性及有效性，跟进制定了相对应营销策略的各项实施保障措施，使企业在项目
管理实际过程中能够形成完整的闭环，达到理论研究与实际工作需求完美相结合
关键字：城市综合体；营销策略；环境分析；保障措施III
ABSTRACT
The Chinese Government introduce policies to stimulus China&39;s economic
development, especially for the implementation of the real estate market destocking, it
makes the national commercial housing market, especially the second-tier cities housing,
present a crazy situation, quantity and price all rise, many companies or projects on the
verge of bankruptcy also back to life. The real estate type Urban Complex is integrating
versatility, it can absorb talents, funds and increase employment. Because Urban
Complex has continued business and good assets, it has become the main development
type of commercial real estate. At the same time, the large marketing difficulty and high
demand of growing marketing strategy drew a great attention.
In this paper, the theory of domestic and foreign real estate and urban development
strategy experience has been described, the universal problem for Urban Complex has
been carried on a comparative analysis. HF project is an example in this paper, I use the
PEST, SWOT and other methods, study the HF project’s external industry environment,
the HT Company&39;s internal environment and the existing problems. And then I combined
with the long and medium-term marketing objectives of the enterprise and HF project,
formulated the corresponding market positioning. On this basis, the price strategy,
channel strategy, promotion strategy, promotion strategy and other marketing strategies
had been put forward. Finally, in order to reach the feasibility and effectiveness of
strategy, I follow up the implementation of marketing strategy and formulated the
corresponding supporting measures, this can make the enterprise form a complete closed
loop in the process of project management practice to achieve perfect combination of
theoretical research and practical work.
KEYWORDS: Urban Complex; Marketing Strategy; Environment Analysis;
Supporting MeasureV
目 录
摘要.........I
ABSTRACT . III
目 录........V
第一章 绪 论..........1
1.1 研究背景1
1.2 研究目的及意义2
1.2.1 研究目的 . 2
1.2.2 研究意义 . 2
1.3 研究方法3
1.4 研究思路及路线图 ........ 3
1.4.1 研究思路 . 3
1.4.2 技术路线 . 5
1.5 国内外研究综述 . 6
1.5.1 国外研究综述....... 6
1.5.2 国内研究综述....... 7
第二章 城市综合体项目营销策略相关理论概述..9
2.1 城市综合体概述 . 9
2.1.1 城市综合体的定义........... 9
2.1.2 城市综合体的特征........... 9
2.1.3 城市综合体在房地产行业中的独特地位 ......... 10
2.2 房地产营销策略相关理论基础 .......... 11
2.2.1 房地产市场营销特征..... 11
2.2.2 房地产营销目标市场选择及市场定位理论（STP 理论） ...... 12
2.2.3 4P 理论.... 14
第三章 HF 城市综合体项目市场营销外部环境分析....17
3.1 HF 项目外部环境分析 . 17
3.1.1 商业地产现状分析......... 17
3.1.2 PEST 分析18
3.1.3 竞争对手分析..... 22
3.2 城市综合体项目及营销中存在的问题 ........... 24
3.2.1 综合体的承载能力前置于地方经济..... 24VI
3.2.2 城市综合体内各业态布局不够科学合理 ......... 25
3.2.3 各业态功能配比不当..... 25
3.2.4 项目交通动线设计存在缺陷..... 26
3.2.5 分割产权销售给后续经营带来管理上的难度 . 26
第四章 HF 城市综合体项目现状及问题分析.......27
4.1HF 城市综合体项目概况 ........... 27
4.2 HF 项目内部环境分析 . 27
4.2.1 优势分析. 28
4.2.2 劣势分析. 30
4.3 HF 项目营销的 SWOT 分析 ....... 31
第五章 HF 城市综合体营销策略的制定.........
。。。以上简介无排版格式，详细内容请下载查看
==>>