启航时代广场项目营销策略研究

发布时间：2018-04-21 18:01

本文选题：启航时代广场 + 营销策略研究　；参考：《西北大学》2016年硕士论文

【摘要】：在土地资源稀缺、宏观和微观政策限制、人口的无序膨胀等多种因素的综合作用下,我国商业地产市场发展的一个特征就是向大型商业综合体方向来实现转变。由于商业综合体具有公众的生活参与和融合度更高、开发项目的方式相对更灵活、人与人之间无障碍沟通等优点,商业综合体就成为商业地产界的“宠儿”而格外受到关注。但大型商业综合体也存在着很多弊端,如在项目建设之初的选址征地拆迁问题上、在实施过程中的开发设计上,在后期的招商运营环节存在着很多难题。启航时代广场是西安市一家经营房地产的大型商业综合体,在营销过程中存在诸多问题,导致企业发展绩效不佳。本文运用文献综述法、问卷调查法和实地访谈法研究了启航时代广场所处的内外部环境,分析了启航时代广场的优势和劣势,存在的有利机会和所面临的挑战,并得到如下结论：(1)总述了启航时代广场存在的去库存及整合资源的现实意义,在研究方法和引用相关理论时,不仅应用传统的4P营销理论进行策略分析,更创新性的阐述了启航特色的新4P理论；(2)据SW0T分析等分析方法得出的结论,指出了启航时代广场的后续发展方向,即新兴产品战略、促销战略、渠道战略等,并通过人才制度等方式加以保障,使调整后的策略能够顺利贯彻执行下去；(3)根据目前大型商业综合体的成功营销经验,如对消费需求的深层次挖掘,进一步发挥品牌作用,使名牌企业名牌商家入驻启航时代广场,可以达到很好的品牌效用,并且创建品牌等；采用充分扩散的广告促销,进行充分的公共关系促销等多样性的促销策略。本研究试图改变启航时代广场固有的城市综合体营销的局限性,应用多渠道、多角度、多样化、网络化、人本化的新兴营销策略,将对启航时代广场的推广和营销起到实际的促进作用,从而发挥它的经济价值和社会功能。
[Abstract]:Under the combined action of many factors, such as the scarcity of land resources, the restriction of macro and micro policies and the disorderly expansion of population, one of the characteristics of the development of commercial real estate market in our country is to realize the transformation to the direction of large-scale commercial complex. Because the commercial complex has the advantages of higher participation and integration of public life, more flexible ways of developing projects and free communication between people, the commercial complex has become the "darling" of the commercial real estate industry and has been paid special attention to. However, there are many disadvantages in large-scale commercial complex, such as the problem of site selection and demolition at the beginning of the project construction, the development and design of the implementation process, and the difficulties in the later stage of investment promotion and operation. Sailing Times Square is a large commercial complex of real estate in Xi'an. There are many problems in the marketing process, which leads to poor performance of enterprise development. Using literature review, questionnaire survey and field interview, this paper studies the internal and external environment of the sailing Times Square, analyzes its advantages and disadvantages, the favorable opportunities and challenges it faces. And get the following conclusion: 1) the paper summarizes the practical significance of destocking and integrating resources existing in the sailing Times Square. In the research methods and relevant theories, it not only applies the traditional 4P marketing theory to carry on the strategy analysis, A more innovative explanation of the new 4P theory with the characteristics of sailing is given. According to the conclusions reached by the SW0T analysis and other analytical methods, it is pointed out that the future development direction of Times Square is emerging product strategy, promotion strategy, channel strategy, etc. And through the personnel system and other ways to ensure that the adjusted strategy can be carried out smoothly to carry out the following: according to the successful marketing experience of the current large-scale commercial complex, such as the deep mining of consumer demand, the role of the brand can be further brought into play. To make famous brand enterprises move into Times Square, we can achieve good brand utility and create brand, and adopt full spread of advertising promotion, full promotion of public relations and other diversified promotion strategies. This study attempts to change the limitations of the inherent urban complex marketing in Times Square, and applies the emerging marketing strategies of multi-channel, multi-angle, diversified, networked and people-oriented. It will play an important role in promoting the promotion and marketing of Times Square, so as to bring its economic value and social function into full play.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F299.233.4

【参考文献】