中海地产西安曲江国际社区项目定位研究

【作者】 刘娜；

【导师】 师萍；

【作者基本信息】 西北大学 ， 工商管理， 2011， 硕士

【摘要】 中国房地产市场从20世纪80年代发端开始至今已走过了30多年的历程,发展极为迅猛。时至今日,已成长为中国国民经济的支柱产业,在GDP的拉动上占有了绝对的份额。在房地产行业发展的历程中,其产品形态、行业经济特征、营销模式等无不在发生着巨大的变化,这些变化一方面代表着行业的进步与成熟,另一方面也加剧了行业内的企业竞争和投资风险。可以肯定,在未来房地产业的发展中,只有资金实力强、产品品质优异、综合服务优秀的开发企业才有可能生存下来。本文从房地产前期定位的特殊性和确定营销主题的基本理论出发,对房地产住宅项目的前期调研与项目定位进行研究,寻找房地产住宅项目前期市场调研以及前期项目定位的重要性,整理出一套房地产住宅项目市场调研项目定位的科学流程,结合中海地产西安曲江项目发展案例进行定位分析。本文主要以市场营销管理学中有关市场定位的研究成果为理论依据,结合实例阐述了在开发项目前,如何通过有效地市场定位锁定目标客户,有针对性、分阶段的进行项目发展。具有一定的研究意义和参考价值。更多还原

【Abstract】 China’s real estate industry has experienced a history of more than thirty years since its beginning in 20th century 80’s last century. It has enjoyed an extremely rapid development. Regarded as the the pillar industry in the national economy from a trade angle, Has much effective of GDP growth. Tremendous changes has taken place in many aspects such as its product forms, industry economic characte, Marketing Mode, and so on. these changes Represents the development of the industrythe, On the other hand, Intensified the competition in the industry. It can be Sure, in the future development of the real estate industry, only strong financial strength, excellent qualityI and ntegrated will survive.From the real estate of the uniqueness and marketing theme of the basic theory, Research project of residential property of the research project location. For residential property market research and the location of the importance of the project. Up a project of residential property market research projects, the scientific process. With their analysis of the project.In this paper, based on marketing management in the market positioning of the research results. Combined examples, Described before the project development, how to effectively target customers by market positioning, targeted, phased for development. The study has some significance and reference value.更多还原