导　　师： 惠青山

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 广东工业大学

摘　　要： 随着经济的不断发展,企业间的竞争日趋激烈。有了明确而科学的定位,企业才会清楚自己在竞争激烈的市场中的位置。在企业的定位策略中,营销定位是最重要的,它决定了企业营销项目的成败。随着旅游产业的快速发展,旅游产品也出现了同质化现象——包括旅游产品的形式、风格以及各种旅游载体从根本上看都是趋同的,可以相互模仿和复制,甚至可以在某些方面加以改进和超越。消费者面对大量同质化的产品,开始眼花缭乱,不知该如何选择购买。而定位,就是让企业在潜在客户的心智中与众不同,从而赢取消费者的选择。因此,做好定位,对于GZG集团的“三旧改造”项目而言变得尤为重要。 本文在研究定位理论的基础上,结合GZG集团“三旧改造”项目的实际情况,通过对营销对象宏观环境和微观环境的市场调研与预测,科学分析其所具有的优势、劣势、机会和威胁,找出其正确的营销定位与内涵,描述其在市场中如何能够在与城市发展定位相匹配的同时,在消费者脑海中留下深刻的记忆。 论文主要内容包括六个部分。第一章,绪论。主要介绍了本文的学术背景、理论与实际意义、国内外文献综述以及本文的主要研究内容等。第二章,环境分析。具体分析了本文营销对象的政策环境、经济环境、文化环境和竞争环境。第三章,市场分析。通过市场调查对广州旅游市场需求情况进行了分析。同时,利用相关数据,分析了广州市旅游市场发展的现状与趋势。第四章,公司优劣势分析。具体分析了公司的优劣势,并且在最后总结了营销对象的机会、威胁、优势和劣势。第五章,“三旧改造”项目营销定位。本章是本论文最核心的内容,包括定位设计的原则、定位的内容、定位的3D图、定位的内容载体等具体分析。最后,得出结论。 With the development of economy, increasingly fierce competition between enterprises. A clear and scientific positioning of enterprises will clear themselves in a competitive position in the market. Company positioning strategy, market positioning is the most important, it determines the success or failure of enterprise marketing project. With the rapid development of tourism industry, tourism appears to be homogeneous--including tourism products, style and a variety of travel carrier basically are converging, can imitate and copy each other, but can be improved and in some ways surpass. Consumers face a large number of homogenous products, started a riot, I do not know how to choose to buy. Positioning is what makes you distinctive in the minds of potential customers, thus winning consumers' choice. Therefore, positioning for GZG group rings of CCP projects of Zhujiang River, has become particularly important. This in research positioning theory of based Shang, combines GZG group ring Pearl River CCP project of reality, through on project macro environment and micro environment of market research and forecast, scientific analysis project by has of advantage, and disadvantage, and opportunities and threat, find its correctly of marketing positioning and connotation, description its in market in the how can in and city development positioning phase match of situation Xia, in consumers mental in the left deep of memory. Main content consists of six parts. Chapter I, introduction. Focuses on academic background, this literature review of the theoretical and practical significance, both at home and abroad, as well as the main content of this article. The second chapter, the environmental analysis. Marketing in this article analyses policy the environmental, economic, and cultural environment of the object and the competitive environment. Chapter III market analysis. Through market surveys conducted an analysis of tourist market demand in Guangzhou. At the same time, relevant data, analyzes the status and trends of the development of the tourist market in Guangzhou City. The fourth chapter, company analysis of advantages and disadvantages. A concrete analysis of the company's advantages and disadvantages, and in the end summed up the marketing opportunities, threats, strengths and weaknesses. The fifth chapter, Pearl River, central marketing orientation of CCP. This chapter is the core content of this paper, including locating design principles, contents, contents of the3D world, positioning, positioning the carrier-specific analysis. Finally, reach a conclusion.

关 键 词： 营销定位 定位设计 环境分析 分析

分 类 号： [F592.6 F274]

领　　域： [经济管理] [经济管理] [经济管理] [经济管理]