住宅項(xiàng)目營銷策劃研究——項(xiàng)目定位.pdf

1、同濟(jì)大學(xué)碩士學(xué)位論文住宅項(xiàng)目營銷策劃研究——項(xiàng)目定位姓名：李世廣申請學(xué)位級別：碩士專業(yè)：管理科學(xué)與工程指導(dǎo)教師：樓江20030525AbstractWiththedevelopmentoftherealestatemarketofourcountrythemarketcompetitionisgettingmoreandmorefierceThroughmarketplanninghouseprojecteffectivelyandpr

2、ojectpositioningcorrectly，wecanleadhouseinvestmentmorereasonablyandhouseindustrydevelopmentmorehealthilyAccordingtothis，theauthoranalyzedthedevelopmentofthetheoryofmarketplanninginthefirstandrevealedthetheorybackgroundof

3、projectpositioninginthefirstThentheauthorsummonedtheprinciples，contentsandmethodsofhouseprojecttOconsistthetheorybasementofhouseprojectpositioningwithconnectingtohouseprojectSecondlytheauthordividedthehouseprojectpositio

4、ningintothreeparts：customerpositioning，productpositioningandpricepositioningrespectivelyaccordingtothespecialityofhouseprojectTheauthorthenexplainedtheusefulnessandprincipleofthethreepositioningintheoryandrevealedthemeth

5、odsandthefactsneedtobepaidattentioninthepracticeofhousedevelopingbyusingtheworkingexperienceoftheauthor’SFinallytheauthorexplainedhisopimonsintheorythroughusingtwopracticalpositioningcasesWiththeresearchintheoryandpracti

6、ce，theauthorconcludedthattherearesomespecialitiesinhouseprojectpositioningIt’Snecessarytoresearchhouseprojectpositioningbydividingitintothreeparts：customerpositioning，productpositioningandpricepositioningTherewerediffere

7、ntprocedures，methodsandtllingsneedtopayattentiontointhesethreeparts，WealsoneedtopayattentiontothosemistakesoftenmadeinhouseprojectpositioningItwouldaddaccuracyinhouseprojectpositioningKeywords：HouseProjectPositioningCust