GZG集团“三旧改造”项目营销定位研究

发布时间：2018-01-08 09:20

本文关键词：GZG集团“三旧改造”项目营销定位研究　出处：《广东工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的不断发展,企业间的竞争日趋激烈。有了明确而科学的定位,企业才会清楚自己在竞争激烈的市场中的位置。在企业的定位策略中,营销定位是最重要的,它决定了企业营销项目的成败。随着旅游产业的快速发展,旅游产品也出现了同质化现象——包括旅游产品的形式、风格以及各种旅游载体从根本上看都是趋同的,可以相互模仿和复制,甚至可以在某些方面加以改进和超越。消费者面对大量同质化的产品,开始眼花缭乱,不知该如何选择购买。而定位,就是让企业在潜在客户的心智中与众不同,从而赢取消费者的选择。因此,做好定位,对于GZG集团的“三旧改造”项目而言变得尤为重要。本文在研究定位理论的基础上,结合GZG集团“三旧改造”项目的实际情况,通过对营销对象宏观环境和微观环境的市场调研与预测,科学分析其所具有的优势、劣势、机会和威胁,找出其正确的营销定位与内涵,描述其在市场中如何能够在与城市发展定位相匹配的同时,在消费者脑海中留下深刻的记忆。论文主要内容包括六个部分。第一章,绪论。主要介绍了本文的学术背景、理论与实际意义、国内外文献综述以及本文的主要研究内容等。第二章,环境分析。具体分析了本文营销对象的政策环境、经济环境、文化环境和竞争环境。第三章,市场分析。通过市场调查对广州旅游市场需求情况进行了分析。同时,利用相关数据,分析了广州市旅游市场发展的现状与趋势。第四章,公司优劣势分析。具体分析了公司的优劣势,并且在最后总结了营销对象的机会、威胁、优势和劣势。第五章,“三旧改造”项目营销定位。本章是本论文最核心的内容,包括定位设计的原则、定位的内容、定位的3D图、定位的内容载体等具体分析。最后,得出结论。
[Abstract]:With the continuous development of economy, the competition between enterprises is becoming more and more fierce. With a clear and scientific positioning, enterprises will know their position in the competitive market. Marketing positioning is the most important, it determines the success or failure of enterprise marketing projects. With the rapid development of tourism industry, tourism products have also appeared homogenization phenomenon-including the form of tourism products. Style and various tourist carriers are fundamentally similar, can be copied and copied each other, and can even be improved and exceeded in some aspects. Consumers are beginning to dazzle in the face of a large number of homogenized products. Do not know how to choose to buy. And positioning, is to let the enterprise in the mind of potential customers, so as to win the choice of consumers. Therefore, do a good job of positioning. For the GZG Group's "three old renovation" project has become particularly important. Based on the research of positioning theory and the actual situation of the "three old transformation" projects of GZG Group, this paper makes a market investigation and prediction on the macro and micro environment of the marketing objects. Scientific analysis of its strengths, weaknesses, opportunities and threats, find out its correct marketing positioning and connotation, describe how it can match with urban development in the market at the same time. Leave a deep memory in the consumer's mind. The main content of this paper includes six parts. Chapter one, introduction. It mainly introduces the academic background, theoretical and practical significance, literature review and the main research content of this paper. Chapter two. Environmental analysis. The article analyzes the policy environment, economic environment, cultural environment and competition environment of the marketing object. Chapter three. Market analysis. Through the market survey of Guangzhou tourism market demand analysis. At the same time, using the relevant data, analyzed the current situation and trend of Guangzhou tourism market development. 4th chapter. Analysis of the advantages and disadvantages of the company. Specific analysis of the advantages and disadvantages of the company, and in the final summary of the marketing target opportunities, threats, strengths and weaknesses. 5th chapter. "three Old Reformation" Project marketing positioning. This chapter is the core content of this paper, including the principles of positioning design, positioning content, positioning 3D map, positioning content carrier and so on. Finally, the conclusion is drawn.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274

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