衡阳商业步行街项目定位及实施研究

发布时间：2018-03-06 19:47

本文选题：商业步行街　切入点：规划定位　出处：《南华大学》2016年硕士论文　论文类型：学位论文

【摘要】：商业地产作为一种具有一定特性的商品,开发定位准确与否,直接影响其销售和经营。准确的、科学的定位是项目成功的保障。衡阳商业步行街项目在推进中矛盾和问题层出不穷。矛盾的根源和焦点集中指向二个方面:一是产品定位与市场需求和开发目标不匹配,二是该开发商作为传统的住宅地产开发商,转型开发商业地产存在观念误区和战略失误。本文以STP理论和顾客价值需求理论为指导,对衡阳商业步行街项目的定位从理论和实践、战略和执行四个维度进行了分析和研究。研究重点是商业步行街项目产品定位的两大主题----规划定位和功能定位;通过分析衡阳商业步行街项目的定位条件、实际定位情况,提出项目合理的定位方案,对比分析项目实际定位方案及其在实施过程中暴露的问题和困境;结合对万达商业地产开发成功模式的论述评析,简要提出了项目定位纠偏和后续补救措施建议。最后从细分市场、目标市场、定位三个方面归纳了对衡阳商业步行街项目定位的研究结论,总结了造成目前定位现状及问题的原因。
[Abstract]:Commercial real estate, as a commodity with certain characteristics, has a direct impact on its sales and operation. The scientific orientation is the guarantee of the success of the project. There are many contradictions and problems in the promotion of the Hengyang commercial pedestrian street project. The source and focus of the contradiction point to two aspects: first, the product orientation does not match the market demand and the development goal, Second, as a traditional residential real estate developer, the developer has misconceptions and strategic mistakes in the transformation and development of commercial real estate. This paper is guided by STP theory and customer value demand theory. This paper analyzes and studies the orientation of Hengyang commercial pedestrian street project from four dimensions of theory and practice, strategy and execution. By analyzing the positioning conditions and actual positioning conditions of the Hengyang commercial pedestrian street project, this paper puts forward the reasonable positioning scheme of the project, compares and analyzes the actual positioning scheme of the project and the problems and dilemmas exposed in the course of implementation. Based on the analysis of the successful mode of Wanda commercial real estate development, this paper briefly puts forward some suggestions on project orientation correction and subsequent remedial measures. Finally, from the perspective of subdivision market and target market, Three aspects of the positioning of Hengyang commercial pedestrian street project positioning research conclusions, summed up the current positioning status and problems.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F727;F299.27

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