郑州HN商贸城4V营销策略研究

发布时间：2018-01-16 05:28

本文关键词：郑州HN商贸城4V营销策略研究　出处：《广西大学》2015年硕士论文　论文类型：学位论文

更多相关文章： HN商贸地产 SWOT 4V营销策略 PEST

【摘要】：2012年,作为郑州市场的生力军,HN商贸城面临诸多的机遇与挑战。“中原经济区”的规划、“郑州航空港经济综合实验区”的重大布局、“一区两翼”城市功能区获批等促进郑州市经济持续和高速增长,也给郑州HN商贸城带来了更多的发展机遇。另一方面,加之身处中部郑州这样一个商业地产快速发展、竞争日趋激烈的市场环境之中,郑州HN商贸城未来的经营发展面临着相当严峻的考验。尤其是随着商业地产项目整体启动资金相对更加宽裕,作为现阶段商业地产主要利润来源的公司业务逐步走向了买方市场,同行业对有限优质客户的争夺已经呈现出过度竞争的态势。由于起步晚、体量大,郑州HN商贸城在资产规模、管理水平、人员素质等方面都处于相对的竞争劣势。面对公司业务市场的激烈竞争,郑州HN商贸城必须高瞻远瞩,不断适应外部经营环境的变化,跟进市场需求,同时前瞻性地分析自身可能存在的问题,从自身经营特点出发,思考如何开展自己的公司业务,如何根据自身特点和优劣势制订相应的市场营销策略,争取尽快建立起具有项目特色并符合市场发展的市场营销策略体系,以便在激烈的竞争中占据一定的市场份额。本研究意义主要是在商业地产领域,还有很多商业地产企业的管理层对商业地产的市场营销重视不够或在这方面知识缺乏,有甚者也不知道如何去市场营销,市场营销作为企业最为基本和最为重要的活动之一,直接关系企业的成败,由于缺乏市场营销思想也会对商业地产行业的发展也会有一定的影响。分析郑州HN商贸城所处的环境及存在的问题,指出现有市场营销的一些问题,通过利用PEST、SWOT分析、运用4V等营销策略理论,对郑州HN商贸城的营销策略进行个案分析,对郑州HN商贸城外部的威胁和机会因素及内部的优势和劣势进行评价,提出郑州HN商贸城相适应的市场营销策略并实施。本文将在运用相关文献的基础上,并通过相关市场营销理论分析,结合当地实际情况进行商业地产项目的影响因素分析,再系统地调查研究HN商贸城的营销策略现状,探究HN商贸城营销策略的现状问题,并提出优化措施。最后,利用4V营销组合制定并实施郑州HN商贸城的营销策略。
[Abstract]:In 2012, as a fresh force of Zhengzhou market, HN Commercial City was faced with many opportunities and challenges. The planning of "Central Plains Economic Zone" and the important layout of "Zhengzhou Airport Economic Comprehensive Experimental Zone". The approval of "one area and two wings" urban functional areas to promote the sustained and high-speed economic growth of Zhengzhou City, but also to Zhengzhou HN Trade City brought more development opportunities. On the other hand. Combined with the rapid development of such a commercial real estate in the middle of Zhengzhou, the competition is becoming increasingly fierce in the market environment. The future operation and development of Zhengzhou HN Trade City is facing a severe test, especially with the commercial real estate project as a whole start up the funds relatively more comfortable. As the main source of commercial real estate profits, the business of the company has gradually moved towards the buyer's market, and the competition for limited high-quality customers in the same industry has shown a trend of excessive competition. Zhengzhou HN Trade City is at a relatively competitive disadvantage in terms of assets scale, management level, personnel quality and so on. Facing the fierce competition in the company business market, Zhengzhou HN Trade City must show great foresight. Constantly adapt to the changes in the external business environment, follow up with the market demand, at the same time, forward-looking analysis of their own possible problems, starting from their own business characteristics, thinking about how to develop their own business. How to make the corresponding marketing strategy according to their own characteristics and advantages and disadvantages, and strive to establish a marketing strategy system with project characteristics and in line with the market development as soon as possible. In order to occupy a certain market share in the fierce competition. The significance of this study is mainly in the field of commercial real estate. There are also many commercial real estate management of the commercial real estate marketing attention or lack of knowledge in this respect, some do not know how to market. As one of the most basic and important activities, marketing is directly related to the success or failure of enterprises. Due to the lack of marketing ideas will also have a certain impact on the development of commercial real estate industry. This paper analyzes the environment and existing problems of Zhengzhou HN Commercial City, and points out some problems in existing marketing. Through the use of PEST-SWOT analysis, the use of 4V and other marketing strategy theory, the marketing strategy of Zhengzhou HN Trade City case analysis. This paper evaluates the external threats and opportunity factors, internal advantages and disadvantages of Zhengzhou HN Trade City, and puts forward the corresponding marketing strategy and implementation of Zhengzhou HN Trade City. And through the relevant marketing theory analysis, combined with the actual situation of the local commercial real estate project impact factors analysis, and then systematically investigate and study the current situation of marketing strategies of HN Commercial City. This paper probes into the present situation of the marketing strategy of HN Commercial City and puts forward the optimization measures. Finally, the marketing strategy of Zhengzhou HN Commercial City is formulated and implemented by using the 4V marketing combination.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F274

【参考文献】