长沙奥克斯广场营销策略研究

发布时间：2018-03-14 18:28

本文选题：房地产　切入点：城市综合体　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国房地产经过20年地高速发展，从住宅、商业、单体写字楼，当下的房地产已经跟城市，跟交通，还有跟互联网的混合发展。在混合发展过程中催生了城市综合体这一物业的发展热潮。在这种大背景下，本文以长沙奥克斯广场为研究对象，使用案例研究方法探索城市综合体的营销策划模式。本文首先对城市综合体相关理论及发展和房地产行业的营销理论进行了回顾，制定了研究技术路线；接着对奥克斯广场项目所在的市场营销环境进行分析，包括PEST宏观环境分析、长沙市房地产产业环境分析以及利用SWOT模型对奥克斯广场项目自身的优劣势进行分析和总结。通过STP模型，本文介绍了奥克斯广场的市场细分、目标市场和市场定位。确立了奥克斯广场的属性定位、利益定位和价值定位之后，本文介绍了实施的具体营销策略以及实施营销策略所必须的保障措施，包括人力资源保障、资金保障和其他保障。通过本文研究，系统构建城市综合体营销策划的理论框架，总结出一套既科学又切实可行的城市综合体营销策划思路，，期望本文的研究结论能够为以后的城市综合体开发和营销提供理论和实践指导。
[Abstract]:After 20 years of rapid development of real estate in China, from residential, commercial, single office buildings, current real estate has been linked to cities and transportation. There is also the mixed development with the Internet. In the process of mixed development, it gave birth to the upsurge of the property development of urban complex. Under this background, this paper takes the place of Oxx in Changsha as the research object. Case study is used to explore the marketing planning model of urban complex. Firstly, this paper reviews the theory of urban complex and its development and the marketing theory of real estate industry, and formulates the research technical route, and then analyzes the marketing environment in which the Ox Square Project is located. Including PEST macro environment analysis, Changsha real estate industry environment analysis and the use of SWOT model to analyze and summarize the advantages and disadvantages of the Ox Square project. Through the STP model, this paper introduces the market segmentation of Ox Square. After establishing the attribute orientation, benefit orientation and value orientation of Ox Square, this paper introduces the specific marketing strategy and the necessary safeguard measures, including the human resource guarantee, which is necessary for the implementation of the marketing strategy. Financial and other guarantees. Through the research of this paper, the theoretical framework of marketing planning of urban complex is systematically constructed, and a set of scientific and feasible ideas of marketing planning for urban complex is summarized. It is expected that the conclusions of this paper can provide theoretical and practical guidance for the future development and marketing of urban complexes.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.5

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