【作者】 刘智慧；

【导师】 蒙秋男；

【作者基本信息】 大连理工大学 ， 工商管理， 2008， 硕士

【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。更多还原

【Abstract】 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.更多还原