广西南宁市MC项目定位研究

发布时间：2018-02-22 05:55

本文关键词： 房地产项目定位市场细分目标市场选择案例研究　出处：《广西大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文结合实际案例研究房地产项目定位。文章首先对房地产项目定位研究文献和房地产项目定位理论进行阐述,然后对广西南宁市MC项目进行详细的案例研究。主要内容包括： (1)对国内外主要的项目定位研究文献进行分析和评价,为MC项目定位研究提供理论指导和实践经验。 (2)基于PEST法的项目市场环境分析：首先分析了广西南宁市的社会和经济发展情况、政策与区域环境,然后分析项目所处区域的经济发展现状,以及进行房地产投资情况及土地供求、商品房交易市场分析,最后运用SWOT法对MC项目的优势与劣势、机遇与威胁进行了分析。 (3)基于STP法的产品定位分析：结合MC项目,在进行市场调查的基础上,对该项目的市场细分、目标市场选择、市场定位进行分析,经过市场数据筛选、统计分析及综合专家意见,最终确定项目定位决策及开发建议。通过以上研究得出房地产项目的定位结论,为该项目的投资决策提供参考,既可以帮助开发商降低运营风险,使之更有把握实现投资收益,也可为同类项目提供借鉴。
[Abstract]:This article combines the actual case study real estate project localization. The article first to the real estate project localization research literature and the real estate project localization theory carries on the elaboration, then carries on the detailed case study to the Guangxi Nanning MC project. The main content includes:. 1) to analyze and evaluate the main research literature of project positioning at home and abroad, and to provide theoretical guidance and practical experience for MC project positioning research. (2) Project market environment analysis based on PEST method: firstly, the social and economic development, policies and regional environment of Nanning City in Guangxi are analyzed, and then the present economic development situation of the area in which the project is located is analyzed. The paper also analyzes the real estate investment, land supply and demand, market analysis of commercial housing, and finally analyzes the advantages and disadvantages, opportunities and threats of MC project by using SWOT method. Product positioning analysis based on STP method: on the basis of market research, the market segmentation, target market selection and market positioning of the project are analyzed, and the market data are screened. Statistical analysis and comprehensive expert opinion, the final project positioning decision and development recommendations. Through the above research, the positioning conclusion of the real estate project can be obtained, which can provide reference for the investment decision of the project. It can help developers to reduce the operational risk, make it more sure to realize the investment income, but also can provide reference for the similar projects.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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