广西南宁市MC项目定位研究-工商管理专业论文.docxVIP

II II MC PROJECT POSITIONING RESEARCH ABSTRACT This paper studied the real estate project positioning, with the actual case research as the main content. The article first described literature and theory of real estate projects positioning, and then researched detailed MC project in Nanning of Guangxi. The main contents include: For analysis and evaluation of major domestic and foreign research literature, to provide theoretical guidance and practical experience for the positioning of MC project. The market environment based on the PEST method: first analyzed the social and economic development, policy and environment of Nanning city, then analyzed regional economic development situation of MC project in present, and the investment of real estate, as well as the situation of land supply and demand, commercial housing market, finally using the SWOT method to analyzed the advantages and disadvantages, opportunities and threats of MC project. The product positioning based on the STP ploy: combined with the MC project, on the basis of market research, analyzed on market segmentation, target market selection, market positioning, after the market data screening and statistical, ultimately by integrated experts’ opinions, determined the project positioning decision and development Suggestions. Through above research, come to the positioning conclusion of MC project to provided reference for the project investment decision, not only can help developers reduce operational risk, make it more sure to realize return on investment, but also can provide the reference for the similar projects. KEY WORDS: Real estate project positioning；Segmentation；Targeting； case research PAGE PAGE IV 目 录 摘 要 I HYPERLINK \l _bookmark0 ABSTRACT II HYPERLINK \l _bookmark1 第一章 导论 1 HYPERLINK \l _bookmark2 1.1 本文研究的背景和意义 1 HYPERLINK \l _bookmark3 1.1.1 选题背景 1 HYPERLINK \l _bookmark4 1.1.2 研究的目的和意义 1 HYPERLINK \l _bookmark5 1.2 国内外研究综述 2 HYPERLINK \l _bookmark7 1.3 研究的主要内容及方法 3 HY