苏州XX城市综合体项目市场营销策略研究

发布时间：2018-06-17 01:00

本文选题：苏州XX项目 + 市场营销　；参考：《西安建筑科技大学》2014年硕士论文

【摘要】：在当前我国工业快速发展，城镇化进程加快、城市人口激增、用地日趋紧张的背景下，传统上相互隔离、狭窄单一的城市规划导致了人们出行的不便与交通的拥堵。另外在新城区开发及旧城区改造过程中，在市场和开发主体双重的压力下，以什么样的功能建筑来提升改变区域形象成为房地产企业们思考的一个重要问题。作为现代城市发展的新兴载体和优化城市资源配置的创新模式，城市综合体越来越受到社会的瞩目和关注。本文对城市综合体和相关营销理论进行了较为系统的阐述，在分析国内外城市综合体发展现状基础上，结合苏州XX城市综合体项目探讨本论文的操作流程和内容框架，并对XX项目的营销环境、战略制定及营销策略进行了系统分析。论文得到以下主要结论：城市综合体自身产品定位的意识要领先，以确保产品能应对变幻莫测的客户需求及当下的城市环境；城市综合体的价格定位必须考虑合理溢价，地标性综合体建筑产品除了自身使用价值外，往往还有很大的延伸价值，可以给企业赢得更多的利益；城市综合体的市场销售中，要根据产品定位作好客户市场的细分，针对细分的客户作好精准营销。营销渠道上要特别重视运用电子商务的平台结合圈层活动做好线上与线下的互动。本文针对苏州XX城市综合体运营模式的发展现状、水平做出了客观评价，为企业的营销决策提供了有益的参考。其研究对象虽然只是个案，，但却是我国城市综合体项目建设的一个缩影，本研究对我国其他众多城市综合体的建设同样有一定的借鉴意义。
[Abstract]:Under the background of the rapid development of industry, the acceleration of urbanization, the rapid increase of urban population and the increasing tension of land use, the traditional isolation and narrow and single urban planning lead to the inconvenience of travel and traffic congestion. In addition, in the process of the development of the new urban area and the transformation of the old urban area, under the double pressure of the market and the main body of development, what kind of functional building to improve and change the regional image has become an important issue for the real estate enterprises to think about. As the new carrier of modern urban development and the innovative mode of optimizing urban resource allocation, urban complex has attracted more and more attention of the society. Based on the analysis of the current situation of the development of urban complex at home and abroad, this paper discusses the operation flow and content framework of this paper in combination with Suzhou XX City complex Project. The marketing environment, strategy formulation and marketing strategy of XX project are systematically analyzed. The main conclusions are as follows: the consciousness of product positioning of urban complex should be leading to ensure that the product can cope with the unpredictable customer needs and the current urban environment, and the price positioning of urban complex must consider the reasonable premium. In addition to its own use value, landmarks complex construction products often have great extension value, which can bring more benefits to enterprises. In the marketing of urban complex, it is necessary to subdivide the customer market according to the orientation of the products. For the subdivision of customers to do accurate marketing. Marketing channels should pay special attention to the use of e-commerce platform combined with circle activities to do a good job online and offline interaction. This paper makes an objective evaluation on the current situation and level of the operation mode of the XX city complex in Suzhou, which provides a useful reference for the marketing decision of the enterprise. Although the research object is only a case, it is a microcosm of the construction of urban complex projects in China. This study also has some reference significance for the construction of many other urban complexes in China.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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