五洲城国际建材中心项目竞争策略研究

发布时间：2018-11-10 19:32

【摘要】：随着2010年以来,中国政府对住宅房地产的政策打压不断升级,限购、限贷等措施使住宅地产销售进入低谷,房地产行业面临高速发展后的转型调整,在社会巨大的闲散资金需要重新寻找出路的同时,商业地产迎来了发展的春天。就商业地产领域,国内外关于购物中心的研究成果层出不穷,而就中国家居流通业的研究现状而言,目前主要集中在行业年会的企业领袖发言和小范围流通的行业报刊,一直未有系统的研究报告。本文将综合目前可参考的文献资料,结合个人的体会归纳整理出具有实用价值权威的研究成果。首先,对五洲城项目进行简介,从而为本文的分析提供研究背景。其次,五洲城项目的外部环境与内部条件进行分析。本文通过对中国家居流通业以及广州区域市场的客观分析,多方位探寻产业发展趋势和竞争规律；对过比较分析,对五洲城项目的优势与劣势进行了总结。再次,借助SWOT分析提出备择战略,在综合考虑的基础上,为五洲城项目选定了差异化的增长型战略。最后,通过对广州五洲城国际建材中心的项目规划、定位、设计、招商、推广营运、拓展等全方位的分析,完整的阐述家居建材购物中心由图纸规划到成熟营运期的整体过程。希望本文的研究结果能为家居流通经营企业的竞争策略研究,提供借鉴及参考作用。
[Abstract]:Since 2010, the Chinese government's policy on residential real estate has been continuously escalating, with measures such as limiting purchases and restricting loans to bring residential real estate sales to a low ebb, and the real estate industry is facing a transformation and adjustment after rapid development. In the society's huge idle funds need to find a way out again, commercial real estate ushered in the spring of development. In the field of commercial real estate, domestic and foreign research achievements on shopping centers are endless. As far as the current research situation of China's household circulation industry is concerned, it is mainly focused on the speeches of business leaders at the annual meeting of the industry and the small-scale circulation of industry newspapers and periodicals. There has been no systematic research report. In this paper, the research results with practical value authority are summarized and sorted out by synthesizing the literature and materials that can be referred to at present and combining with personal experience. First of all, the project of Wuzhou City is introduced in order to provide the research background for the analysis of this paper. Secondly, the external environment and internal conditions of the Wuzhou City Project are analyzed. Based on the objective analysis of China's household circulation industry and Guangzhou regional market, this paper explores the trend of industrial development and competition law in various directions, and summarizes the advantages and disadvantages of the Wuzhou City project after comparative analysis. Thirdly, with the help of SWOT analysis, the alternative strategy is put forward, and on the basis of comprehensive consideration, a differentiated growth strategy is selected for the Wuzhou City Project. Finally, through the comprehensive analysis of the project planning, positioning, design, investment, promotion, operation and development of Guangzhou Wuzhou City International Building Materials Center, the whole process from drawing planning to mature operation period of home building materials shopping center is expounded. It is hoped that the results of this paper can be used for reference and reference in the study of competition strategy of household circulation enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F426.92

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