天津市“HH”写字楼项目定位策划研究

发布时间：2019-03-26 12:57

【摘要】：定位策划是应用科学方法指导项目开发,规避企业经营风险,对一个项目成败作用至关重要,对开发企业经营影响较大。因此,做好写字楼项目定位策划对项目开发成功获得预期的经营效益意义重大。本文首先介绍项目策划的相关理论,总结策划的含义和内容、原理、基本原则以及梳理定位策划的作用和一般程序;其次对天津市宏观经济环境、“京津冀一体化”发展布局和“一主两副”城市规划进行研究分析;再次对天津市写字楼市场发展和“HH”写字楼项目的市场环境及潜在竞争项目进行探讨。并且进行了“HH”项目的SWOT分析,给出项目定位和规划设计标准。最后对项目营销策略、营销模式、营销计划和排期进行分析。
[Abstract]:Positioning planning is the application of scientific methods to guide the development of projects, to avoid business risks, to a project success or failure is very important, and has a great impact on the management of development enterprises. Therefore, to do a good job of office project positioning planning is of great significance to the successful development of the project to achieve the expected operational benefits. This paper first introduces the relevant theory of project planning, summarizes the meaning and content, principles, basic principles and the role of positioning planning and general procedures; Secondly, the macro-economic environment of Tianjin, the development layout of "integration of Beijing, Tianjin and Hebei" and the urban planning of "one main and two pairs" are studied and analyzed. The development of Tianjin office building market and the market environment and potential competition of "HH" office project are discussed again. And the SWOT analysis of "HH" project is carried out, and the standard of project positioning and planning design is given. Finally, the project marketing strategy, marketing model, marketing plan and scheduling are analyzed.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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