廣州TPY廣場項目市場定位研究.pdf

1、廈門大學碩士學位論文廣州TPY廣場項目市場定位研究姓名：許國鋒申請學位級別：碩士專業(yè)：工商管理(EMBA)指導教師：戴亦一201207AbstractInrecentyears，theurbancomplexwiththedevelopmentofurbanizationandrapidlybecominganewhotspotinthefieldofrealestatedevelopmentinChina。Atpresent，many

2、developersareactuallyfromtheresidentialdevelopmenttodotheurbancomplex，orbothhavedonethestudyofurbancomplex，involvinglessTheurbancomplexisverylargedemandforaninvestmentproject，itsdevelopmentandconstructionwillrapidlypromo

3、tetheimprovementoftheurbanenvironment，butalsoneedtherelevantgovernmentdepartmentstoactivelycooperatewimthedevelopmentofguidanceinordertocompleteThehugeinvestmenttobringarichandlongtermprofits，butalsobroughtagreaterriskto

4、thedeveloperthedevelopmentofurbancomplexisactuallyadouble—edgedswordDomesticurbancomplexintheascendant，buttheexamplesoffailuresarenotuncommon，thereasonismoreurbancomplexprojectsacrosstheindustrymanydevelopersontheproject

5、’Spreimproperpositioning，targetcustomerbaseisnotclearinordertoenableenterprisestoobtainthemaximumbenefitThepaperisdividedintosixparts，thefirstchapterintroducestheresearchbackground，purposeandsignificanceofresearchandmeth

6、ods；secondchapterexpoundstheconceptsandtheoriesofmarketpositioningandurbancomplexes；thirdpartanalyzestheChapterIVoftheprojectinwhichtheexternalenvironment；onthebasisofaSWOTanalysisoftheproject，raisedtheoverallpositioning

7、oftheprojectandtheassociatedimplementationstrategy；Thefifthchapterdiscussesthepossibleproblemsoftheprojectispositioned，andmadeacorrespondingresponsemeasures；ChapterVISummaryandOutlookforthestudyKeywords：urbancomplex；mark