沈阳新华国际金融中心市场营销策略研究
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摘要
沈阳新华国际金融中心位于东北地区的经济、文化、金融和商贸中心——沈阳。近年来,随着沈阳经济的高速发展,城市功能和城市地位的大大提升,给沈阳商业地产带来了新的生机与发展契机。沈阳新华国际金融中心如何在竞争中脱颖而出,在沈城高档次楼盘云集的情况下充分发挥自身优势,准确定位营销策略,使项目销售取得好的成绩,同时也为推动企业今后发展奠定基础,是项目开发企业以及营销部门所面临的重要课题。
本文共分为五个部分,针对沈阳新华国际金融中心的市场定位及营销策略制定,由表及里的逐层阐述,通过对该项目在沈阳市内商业地产行业竞争能力的研究,采用理论联系实际、调查研究的方法,系统地分析了项目所面临的机会与威胁,以及其自身的优势和劣势。通过市场细分,确定项目定位和目标市场,对营销方案进行深入地研究和分析。文章运用现代的市场营销理论,期望结合本企业的实际,对其项目推广、开阔营销工作思路有所裨益。
本文不仅为沈阳新华国际金融中心项目提出了可操作的、有针对性地营销策略,而且对沈阳地区整个商业地产行业的发展进行了较深入地分析,为业内人士研究如何运作市场提供了很好的参考。
Shenyang Xinhua International Financial Center lies in Shenyang, the economic, cultural, financial and trade center in Northeastern area, is the important connection of Northeast Asia economic zone. In recent years, with the rapid development of economic, the functions and status of Shenyang has been upgraded greatly. It provides the commercial real estate of Shenyang new opportunity for development. But at the same time, the fierce competition is obvious.
Under the environment of both opportunities and threats, Shenyang Xinhua International Financial Center is put to market. How to come to the fore from the competition, and how to fully show its advantages, in order to get a perfect performance, are both important questions for the company and Marketing Department.
The paper contains five parts altogether, and it carries on an analysis from different angles, based on the marketing positioning and the design of marketing strategies. We adopt some research methods of investigation and statistics to systematically analyze the opportunities, threats, strengths and weaknesses, which Shenyang Xinhua International Financial Center faces. Then, this paper makes a further study and research on the marketing tactics. In addition, the concept of whole marketing is mentioned. The basis of this paper is the marketing practice of the enterprise. And it is written in the purpose of helping promote the project and improve the marketing of the enterprise.
This paper not only provides the marketing strategies for Shenyang Xinhua International Financial Center, but also analyzes the whole commercial real estate. It also provides a good reference to search how to manage market for whole experts in the industry.
本文共分为五个部分,针对沈阳新华国际金融中心的市场定位及营销策略制定,由表及里的逐层阐述,通过对该项目在沈阳市内商业地产行业竞争能力的研究,采用理论联系实际、调查研究的方法,系统地分析了项目所面临的机会与威胁,以及其自身的优势和劣势。通过市场细分,确定项目定位和目标市场,对营销方案进行深入地研究和分析。文章运用现代的市场营销理论,期望结合本企业的实际,对其项目推广、开阔营销工作思路有所裨益。
本文不仅为沈阳新华国际金融中心项目提出了可操作的、有针对性地营销策略,而且对沈阳地区整个商业地产行业的发展进行了较深入地分析,为业内人士研究如何运作市场提供了很好的参考。
Shenyang Xinhua International Financial Center lies in Shenyang, the economic, cultural, financial and trade center in Northeastern area, is the important connection of Northeast Asia economic zone. In recent years, with the rapid development of economic, the functions and status of Shenyang has been upgraded greatly. It provides the commercial real estate of Shenyang new opportunity for development. But at the same time, the fierce competition is obvious.
Under the environment of both opportunities and threats, Shenyang Xinhua International Financial Center is put to market. How to come to the fore from the competition, and how to fully show its advantages, in order to get a perfect performance, are both important questions for the company and Marketing Department.
The paper contains five parts altogether, and it carries on an analysis from different angles, based on the marketing positioning and the design of marketing strategies. We adopt some research methods of investigation and statistics to systematically analyze the opportunities, threats, strengths and weaknesses, which Shenyang Xinhua International Financial Center faces. Then, this paper makes a further study and research on the marketing tactics. In addition, the concept of whole marketing is mentioned. The basis of this paper is the marketing practice of the enterprise. And it is written in the purpose of helping promote the project and improve the marketing of the enterprise.
This paper not only provides the marketing strategies for Shenyang Xinhua International Financial Center, but also analyzes the whole commercial real estate. It also provides a good reference to search how to manage market for whole experts in the industry.
引文
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[20]陆大道.区位论及区域研究方法.北京:科学出版社.1988.
[21]李小建.经济地理学.北京:高等教育出版社,1999.
[22]陈放.营销策划学.北京:时事出版社,2000.
[23]程道平.现代城市规划.北京:科学出版社,2004.
[24]张汉林,贸易全球化及对各国经济贸易的挑战,中共中央党校出版社.北京.1999,(3):23-155.
[25]李景泰.市场学.南开大学出版社,1996版.
[26]Geroffrey Brewer.The Customer Stops Here.Sales &Marketing Management March 1998,(2):31-36.
[27]姚玲珍.房地产市场营销.上海:上海财经大学出版社,2004,(5):123-134.
[28]王璞.战略管理咨询实务.北京:机械工业出版社,2003,(3):141-145,103-125.
[29]董大海.战略管理.大连:大连理工大学出版社,2001,(2):33-36.
[30]J.Daniel Beckham.Expect the Unexpected in Health Care Marketing Future.The Academy Bulletin.July,1992:3.
[31][美]菲利普·科特勒.梅汝和译.营销管理-分析、计划和控制.上海:上海人民出版社,1996:685-686.
[32]郑超,黄攸立.国有企业知识型员工激励机制的现状调查及改进策略.华东经济管理,2001(6),30-33.
[2]王新.中国商业地产发展前景分析.商场现代化.2006年5月.
[3]李琳,张为民.如何走出商业地产发展瓶颈,中国房地产金融,2005(11).
[4]胡昕.零售业开放与商业地产发展,商业时代,2005(23).
[5]葛建华.论现阶段我国城市购物中心建设.中国经贸导刊,2002,(23):34-35.
[6]俞明轩.房地产投资分析.北京:首都经济贸易大学出版社,2004.
[7]孙斌艺.现代房地产市场研究理论与方法.上海:上海人民出版社,2003.
[8]王学东.商业地产投融资与运营管理.北京:清华大学出版社,2004.
[9]郑华.房地产市场分析方法.北京:电子工业大学出版社,2003.
[10]杨楠.我国商业网点建设存在的问题及发展对策,商场现代化期刊,2006.1.
[11]冯晖等著.中国商业地产运营,济南大学出版社,2002,252.
[12]唐义祥.我国包装印刷的现状与发展.广东印刷,2005.4.
[13]张俊宇.商业地产优化发展的趋势分析,中国房地产金融报,2006.6.
[14]王晋.商业地产开发模式的比较与分析.经济论坛日报,2006.1.
[15]刘建湖.转型期我国商业地产发展若干问题.商业时代,2006.2.
[16]菲利普·科特勒著.营销管理(第九版),梅清豪译.上海:上海人民出版社,1999,10.
[17]James C·Anderson,James A Narus Business Market Management:Understanding,Creating and Delivering Vale.Prentice Hall,1999:37.
[18]George S·Day.The Capabilities of Market-driven Organizations.Journal of Marketing.1994,(2):38.
[19]WolperL ·F.Health care administration:Principle,practices,structures,and delivery,Second edition.Gaitherdbour:AN ASPEN Publication,1995,(3):200-203.
[20]陆大道.区位论及区域研究方法.北京:科学出版社.1988.
[21]李小建.经济地理学.北京:高等教育出版社,1999.
[22]陈放.营销策划学.北京:时事出版社,2000.
[23]程道平.现代城市规划.北京:科学出版社,2004.
[24]张汉林,贸易全球化及对各国经济贸易的挑战,中共中央党校出版社.北京.1999,(3):23-155.
[25]李景泰.市场学.南开大学出版社,1996版.
[26]Geroffrey Brewer.The Customer Stops Here.Sales &Marketing Management March 1998,(2):31-36.
[27]姚玲珍.房地产市场营销.上海:上海财经大学出版社,2004,(5):123-134.
[28]王璞.战略管理咨询实务.北京:机械工业出版社,2003,(3):141-145,103-125.
[29]董大海.战略管理.大连:大连理工大学出版社,2001,(2):33-36.
[30]J.Daniel Beckham.Expect the Unexpected in Health Care Marketing Future.The Academy Bulletin.July,1992:3.
[31][美]菲利普·科特勒.梅汝和译.营销管理-分析、计划和控制.上海:上海人民出版社,1996:685-686.
[32]郑超,黄攸立.国有企业知识型员工激励机制的现状调查及改进策略.华东经济管理,2001(6),30-33.
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