Font Size: a A A

Research On Marketing Positioning About The "Three Old Renovation" Project Of GZG Group

Posted on:2015-01-17Degree:MasterType:Thesis
Country:ChinaCandidate:L J YeFull Text:PDF
GTID:2269330428497348Subject:Business management
Abstract/Summary:PDF Full Text Request
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.
Keywords/Search Tags:Marketing positioning, positioning design, enviromental analysis, SWOTanalysis
PDF Full Text Request
Related items