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1、上海交通大学硕士学位论文商业房地产项目营销策划个案研究姓名：刘学刚申请学位级别：硕士专业：工商管理指导教师：曾赛星20060611商业房地产项目营销策划个案研究 摘 要 目前，我国商业房地产开发处于高速发展时期，然而许多商业地产项目却因为缺乏有效的营销策划，导致租售困难，难以为继，这是由于我国商业房地产发展时间短，营销策划在商业房地产业中的价值尚未得到充分体现，因此营销策划的应用研究无疑具有十分重要的现实意义。从现实状况看，随着市场的成熟，消费者的日趋理性，能够在以后的竞争中取胜的企业必定是那些将市场营销理念贯彻到商业地产开发的整个过程的企业。 本文讨论的主题是现代营销策划管理在我国三线城市商
2、业房地产开发市场环境中的应用。文章的开头部分列举了目前商业地产开发中出现的一些问题，进而从商业地产发展进程的角度简要地分析出现那些问题的原因。 在文章的主体部分，详细阐释了商业地产开发营销策划中的三个主要部分。首先对项目所处的大环境进行扫描，了解城市的宏观（总体投资环境、经济、商业政策、商业）环境和微观（商圈位置、人口、交通）环境，市场供求状况，特别把竞争对手单独列出来详细地分析，以了解竞争对手的状况和市场策略，全面的把握内外部环境，为项目后续的市场定位提供依据；其次就是对项目的市场定位，先明确项目自身的优劣势及面临的外部机会与威胁，再分别从业态、目标市场、经营方式、价格等角度给项目一个清晰的
3、定位； 最后再根据定位情况相应地进行市场、产品规划设计、价格、促销、广告、现场包装、渠道、公关这几个方面的策划，在这部分重点分析了价格策略，主要是考虑到目前我国的房地产市场尚未完全成熟，客户对于价格的敏感程度还是很高，各种营销手法中 80%90%都是在围绕着价格做文章。 在本文的最后部分，针对项目营销策划运作现状，提出了几点问题和相应的对策，一些问题虽然与营销工作并不直接关联，但却深刻地影响到营销策划的效果，所以也一并提出来。 针对商业房地产开发中存在的问题，运用营销学的知识并结合所做的商业地产项目营销策划案例，笔者试图理论联系实际来说明商业物业营销策划的流程和方法，期望能为其他的商业地产营销
4、策划提供一些有用的借鉴。 关键词：商业地产，营销策划，市场定位，商圈分析 The CASE RESEARCH OF MARKETING PLANS IN THE COMMERCIAL REAL ESTATE PROJECT ABSTRACT At present, our country commercial property development is in the high speed development time, however many commercial real estate projects are saled and rented difficultly becaus
5、e of lacks of the effective marketing plan. Because the development of commercial real estate in our country is short, the value of the marketing plans in the commercial real estate industry center is not fully manifested, therefore the applied research of the marketing plans has the extremely pract
6、ical significance without doubt. Looking from the realistic condition, along with the market maturity, the consumer rationality, can the enterprise which will win in the later competition be surely day by day these which implements the market marketing idea to the commercial real estate development
7、entire process. As for those questions which exists in the commercial property development, this article unifies the commercial real estate project which the author takes part in, attempts to apply theory to reality, explains the flow and the method of the commercial property marketing plans, expect
8、 to provides some useful models to other commercial real estate marketing. In the article, some questions which exists in the present commercial real estate development opening has partially enumerated. Then the reasons of these problems from the commercial real estate development advancement angle
9、are briefly analyzed. In the main body of the article, three main parts of the commercial real estate development marketing plan are explained in detail. First the article scans the macroenvironment which locates to the project, understand city macroscopic (overall investment environment, economy, c
10、ommercial policy, trade) environment and microscopic (business circle position, population, transportation) environment, market supply and demand condition, especially lists alone and analyzes in detail the competitor, by understood the condition and the market strategy of the competitor, and interi
11、or and exterior environment, provides the basis to the project following market localization; Next, as to the project market localization, the article firstly understand the exterior opportunity and the threat which the project faces and its own superior and inferiority, then separately gives a proj
12、ect clear localization from goal market, management way, price angle according to being employed condition; Finally according to the location,the article correspondingly to carry on these plans in the aspects such as the market, the product plan design, the price, the promotion, the advertisement, t
13、he scene packing, the channel, public relations. The price strategy is analyzed with emphasis in this part, as is considered that our countrys real estate market is not yet completely mature to the present, the customers sensitive degree regarding the price is very high. In each marketing technique
14、80% 90% work is done around the price. As for the operation present situation in view of the project marketing, this final part of the article asked several questions and the corresponding countermeasure. Although some questions are indirectly connected with the marketing work, actually they profoun
15、dly affects the effect which plans to the marketing, therefore they are also raised. Key word: the commercial real estate, the marketing plans, the market localization, the business circle analysis 上海交通大学上海交通大学 学位论文原创性声明学位论文原创性声明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集
16、体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。 学位论文作者签名：刘学刚 日 期： 2006 年 6 月 11 日 上海交通大学上海交通大学 学位论文版权使用授权书学位论文版权使用授权书 本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权上海交通大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。 保密保密，在 年解密后适用本授权书。 本学位论文属于 不保密不保密。 （请在以上方框内打“” ） 学位论文作者签名： 刘学刚 指导教师签名：曾赛星 日 期： 2006 年 6 月 11 日 日 期： 2006 年 6 月 11 日 前 言 前 言 尽管从 2005 年以来，国家对房地产业实施宏观调控，出台了一系
