成都XX城市综合体项目市场营销策略研究

发布时间：2018-04-01 01:04

本文选题：成都　切入点：房地产　出处：《西南交通大学》2017年硕士论文

【摘要】：城市在聚集了各种思想、人流和物资后,以一种综合的形式出现。城市建设伴随着经济发展与时代前进,以功能互补、产业聚合、有序规划的综合模式替换了原来的简单分散、粗略规划、简单聚集的建设模式。集多种城市功能于一体的城市综合体,在城市发展到一定阶段后,便应运而生。城市综合体越来越受到社会的关注和瞩目,它代表着优化城市资源配置的创新模式和现代城市发展的新兴载体。本文系统的阐述了城市综合体的概念和相关营销理论,对国内外城市综合体发展现状进行了分析,同时结合成都XX城市综合体项目探讨本论文的内容框架和操作流程,并系统分析了 XX项目的营销环境、战略制定及营销策略。基于以上分析,得出研究的结论:城市综合体要有领先的产品定位意识,进而从容应对变幻莫测的当下的城市环境及客户需求;城市综合体的价格定位要有合理溢价,因为它在具备产品本身的使用价值基础上,往往还有很大的附加值,进而为企业赢得更多的利益;城市综合体的市场销售要有针对性的动作,针对产品定位细分的客户作好精准营销。同时,营销渠道上要线上结合线下动作。本文针对成都XX城市综合体进行了市场分析、本体分析,为企业的营销策略提供了有益的帮助。虽然针对的是我国城市综合体的其中一个个案的研究,但对于我国其他城市综合体的发展建设、营销策略制定有着积极的意义。
[Abstract]:After gathering all kinds of ideas, people and materials, cities appear in a comprehensive form. Urban construction is accompanied by economic development and the advance of the times, replacing the original simple dispersion with a comprehensive pattern of complementary functions, industrial convergence, and orderly planning. Rough planning, simple aggregation of the construction model. A variety of urban functions in one of the urban complex, after the development of the city to a certain stage, came into being. Urban complex more and more attention and attention of the society, It represents the innovative mode of optimizing the allocation of urban resources and the emerging carrier of modern urban development. This paper systematically expounds the concept of urban complex and related marketing theory, and analyzes the present situation of the development of urban complex at home and abroad. At the same time, the content frame and operation flow of this paper are discussed in the light of Chengdu XX City complex Project, and the marketing environment, strategy formulation and marketing strategy of XX Project are analyzed systematically. The conclusion of the study is that the city complex should have the leading product orientation consciousness, and then deal with the changing urban environment and customer demand, and the price orientation of the city complex should have a reasonable premium. Because on the basis of having the use value of the product itself, it often has a lot of added value, thus winning more benefits for the enterprise; the market sales of the urban complex should be targeted. At the same time, the marketing channel should be online combined with offline action. This paper carries out market analysis and ontology analysis for Chengdu XX city complex. Although it is aimed at a case study of the urban complex in China, it has a positive significance for the development and construction of other urban complexes in China.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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