文档介绍：湖南大学硕士学位论文张家界湘银置业“天门壹号”项目定位研究姓名:易振兰申请学位级别:硕士专业:工商管理硕士(MBA) 指导教师:巢剑雄 20111228 工商管理硕上学位论文摘要随着政府进一步的宏观调控,市场消费需求变化,房地产市场逐渐由卖方市场过渡到买方市场,激烈的竞争需要企业在项目开始前就进行定位策划,房地产前期定位策划对促进房地产业的健康发展、增强房地产企业的竞争能力以及促进项目成功开发具有重要的理论和实践意义。本文以张家界湘银置业有限公司“天门壹号”为研究对象,立足于当前中国房地产发展状况的大环境和大背景,探讨房地产前期策划在房地产开发过程中的地位作用;针对张家界房地产市场展开研究,运用所掌握的项目管理,竞争战略理论、环境分析理论,对公司的项目前期定位策划及可行性进行分析,制定了有针对性的市场定位策略。本文围绕“天门壹号”项目市场环境调研和产品市场定位而展开分析,提出改善建议,期望实现公司提出的定位目标和预期收益。通过旅游城市和一般城市地产的优劣势对比,也为地产界如何对拓展中国旅游地产进行更深入的研究提供了许多第一手资料和研究基础;通过分析张家界湘银公司“天门壹号"项目的可行性,总结出可供其他企业参考借鉴的理论与方法。关键词:湘银天门壹号:房地产;市场环境调研;市场定位 U 张家界湘银置业。天门壹弓”项日定位策略研究 Abstract Further asthegovernment mscroscopie policy regulation,the market munity ischanging theirdemand,Real estatemarket isin agradual transition from a seller’Smarket buyer’S gone forever Due petition planning are required before estatepre-positioning plan for promoting the real estate industry healthy development and enhance petitiveness ofthe real estate business has an important theoretical andpractical make sure theproject ess. Inthispaper,a large—scale residentialproject“Tianmen ”isanalyzed,with a consideration tothe current Chinese realestate industry,the zhangjiaj iedevelopment serious study of realestatemarkets athome and abroad,this paper finished strategy positioning,feasibility analysis. The study based on theenvironment investigationand themarket localization of theproject,This articleput forward aproposal forimprovement toachieve project’S aimand bring about ofthe superiority and inferiority between tourismandthegeneralcity about realestate,Also how todevelop the China real estate sector oftourism more in—depth study ofreal estate offersmany information and research base;through analysis ofZhangiiaj pany”Tianmen ”project feasibility,summed up for reference panies fortheoriesand methods. Keywords:pany of“Tianmen ’’project;Real estate;Market enviroment investigation;M