基于市场导向理念的倚能集团商业地产项目营销策略研究

发布时间：2018-01-01 18:03

本文关键词：基于市场导向理念的倚能集团商业地产项目营销策略研究　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：商业地产在我国的发展时间都很短,伴随着城市化进程的加快给城市商业带来的繁荣发展,更多的城市提出了“经济强市”、“经济大市”的口号的目标,商业地产作为城市商业发展的主要物质载体,发展程度与城市经济的发展水平和城市形象提升息息相关,商业地产的营销对开发商和整个社会都有着重要的意义。对于开发商来说,可以提高开发上的品牌提升及其价值提升。商业地产与住宅类房地产项目在开发和营销上具有独特的特点,商业地产一般作为城市的商务中心,是城市财富的汇集地,也是城市经济形象的品牌象征。因此商业地产相比住宅类地产项目更具有关注度,也更具复杂性,拥有更高的产业链条。虽然我国商业地产市场整体处于上升阶段,但是也存在一些问题。商业地产项目是一个资金密集、人才密集的高盈利性行业,高风险带来高利润,它区别于以往的传统行业,同时受政策和人们消费心理变化的影响都非常大。因此,要以前瞻的眼光进行商业地产的营销,以市场为导向,用先进的营销理念对于商业地产来进行提升,从而使品牌得到升华。倚能集团自2003年改制以来,历经了近十年的发展,凭借雄厚的资金实力和在兰州强大的关系网络,由电力公司逐步向住宅类物业转变,并在近几年涉及到商业地产行业,虽然中间经历几多坎坷,但公司对经营战略的设计与执行始终高度关注。本文结合倚能集团商业地产的实际情况,对其商业地产的营销策略进行分析,使用SWOT分析方法,基于市场导向理念提出倚能集团具体营销策略,为企业战略的顺利实施提供支持。论文的第一章和第二章使用文献研究法,阅读了相关文献,初步掌握商业地产的基本概念以及市场导向的基本概念与理论。第三章,基于相关的营销理论对倚能集团商业地产进行实地调查和数据引用,使用五力模型和SWOT分析法比较该公司与竞争对手之间从内部环境到外部环境的优劣势分析,并对公司目标市场进行定位。第四章,在环境分析和SWOT分析的基础上,基于市场导向制定倚能集团商业地产的营销策略,并从客户导向、竞争导向以及跨部门协调等方面提出具体措施,使公司能够充分发挥自身优势,获得充分发展。通过对倚能集团商业地产的研究,探讨在实践中具有充分可操作性,并且对商业地产营销策划具有系统指导意义的营销策略。同时,为我国国内商业地产的未来发展提供必要的现实依据和理论与研究,丰富我国商业地产的研究体系。
[Abstract]:Commercial real estate in China's development time is very short, along with the prosperity and development of city to accelerate the process of bringing to the city business, the city made more "economic city", "economic city" slogan, the commercial real estate as the main carrier of city commercial development, the development level and development degree the city economy and enhance the image of the city is closely related to the commercial real estate marketing is of great significance to the developers and the whole society. For developers, can enhance the brand promotion and the development of the promotion. The commercial real estate and residential real estate projects have unique characteristics in the development and marketing of commercial real estate, as the city's general the business center, is the gathering place of the city's wealth, but also a symbol of the brand image of city economy. Compared to the commercial real estate residential real estate projects more attention, but also more The complexity of higher industrial chain. Although China's commercial real estate market as a whole on the rise, but there are also some problems. The commercial real estate project is a capital intensive, high profit industries talent intensive, high risk, high profit, it is different from the traditional industry, but also affected by the policy and people's consumption the psychological changes are very large. Therefore, to commercial real estate with a prospective view of marketing, market oriented, with advanced marketing concept to enhance the commercial real estate, so that the brand has been sublimated.
Yineng group since 2003 restructuring, after nearly ten years of development, with strong financial strength and strong network in Lanzhou, by the power companies to gradually shift to residential property, and relates to the commercial real estate industry in recent years, through the middle of many twists, but the design and implementation of the company's business strategy always attention. This paper relies on the actual situation of commercial real estate group, carries on the analysis to the commercial real estate marketing strategy, SWOT analysis, put forward the concept of market orientation on group specific marketing strategy based on providing support for the smooth implementation of corporate strategy.
The first chapter and the second chapter uses the method of literature research, read the relevant literature, the basic concept and theory of the preliminary master of commercial real estate and the basic concepts of market orientation. In the third chapter, the relevant marketing theory leaning group commercial real estate based on field investigation and data references, using the five forces model and SWOT analysis comparison between the the company and the competitors from the analysis of the advantages and disadvantages of the internal environment to the external environment, and the company's target market positioning. In the fourth chapter, based on the environment analysis and SWOT analysis on the development of forest group, the commercial real estate market orientation based on marketing strategy, and from the customer oriented, put forward specific measures of competition oriented and cross sectoral coordination, enabling the company to give full play to their own advantages, to obtain the full development.
The research group of commercial real estate on the hill, to explore in practice has fully operational, planning and marketing strategy system has a guiding significance to the commercial real estate marketing. At the same time, to provide the necessary practical and theoretical study for the future development of China's domestic commercial real estate, enrich the research system of China's commercial real estate.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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