【作者】 李运闯；

【导师】 兰峰； 周宇骐；

【作者基本信息】 西安建筑科技大学 ， 项目管理， 2008， 硕士

【摘要】 在竞争激烈的市场经济环境下,房地产开发越来越依赖于项目策划技术的支持。本文系统的阐述了STP策划理论的产生和来源,对STP策划理论进行了深入分析,从市场细分、目标市场选择和产品定位等方面对大型居住房地产项目策划的技术要点进行了分析,研究STP策划理论在大型居住房地产项目中的应用问题。文章通过对房地产策划的发展及现状的阐述,结合“逸翠园·西安”项目,将模糊数学理论运用在大型居住房地产项目中用以对项目销售量进行预测分析,计量经济结论认为项目预期销售状况较好,以此为项目的STP策划提供参考依据;另外,运用层次分析法对“逸翠园·西安”目标市场的选择进行实证分析,选择城市高档住宅市场为目标市场,为进行项目产品定位奠定了较好的基础。最后运用SWOT分析方法、建筑策划方法进行分析,对项目进行了较为准确的定位。本文对STP策划理论在大型居住房地产项目的应用进行了较为深入的实证研究,为进一步分析和研究房地产STP策划理论提供了一定的参考依据。更多还原

【Abstract】 In the economical circumstance with intense competition, exploitation of real estate more and more depends on the plot technology. This article expounds the engendering and source of STP plot theory, then do a in-depth analysis to it. It analyzes the technology main points of large-scale residential real estate projects’ plot from segmentation, targeting and positioning parts. Research the STP plot theory’s application in.Though the expounds the development and current situation of real estate plot and combining "The Greenwich", The article can use the vague mathematics theory in large-scale residential real estate projects for predicting sales volume. The conclusion is that the project’s sales has a better situation, we can use it as a referent basis for STP plot. In addition, it also uses analytic hierarchy process to do a empirical research for targeting of "The Greenwich", selecting the city slap-up market as a target market, it establishes a better base for positioning. At last, it uses SWOT analytical method and construction plot method to do a more veracious position.This article do a more in-depth empirical study of STP plot in large-scale residential real estate projects, it gives some referent basis for farther study of STP plot theory.更多还原