天津中部新城位于天津市滨海新区东侧,规划面积约160平方公里,分为北、
中、南三个组团,是滨海新区政府为临港经济区、中心商务区和轻纺经济区提供
居住、商业、教育等生活配套服务的重要措施。是滨海新区今后发展的重点地区。

本文进行房地产营销策略研究所涉及的中部新城北起步区是中部新城北组团
的重要组成部分,位于北组团的最北侧,占地面积2平方公里。本文将从整个滨
海新区的发展趋势入手,依据中部新城北起步区的发展规划,找准房地产开发的
市场定位,开发出市场需要的产品,通过合理的市场定价及房地产营销策略,对
产品进行推广。

本文在研究和写作过程中,综合借鉴房地产开发、市场营销的相关理论,运用
文献法、调查研究法及实证分析等方法。在分析解读房地产开发营销相关理论的
基础上,明确天津市中部新城北起步区房地产开发的定位及发展方向,展望中部
新城北起步区房地产开发的前景。这其中,一方面通过对天津滨海新区发展趋势
的分析,对滨海新区房地产业的分析,明确中部新城北起步区建设的必要性,为
北起步区建设提供理论支持;另一方面,分析市场对房地产产品的需求,依据市
场找准定位,明确市场营销策略,推进中部新城北起步区加快建设。最后,以天
津港滨海泰成“听涛苑二期”项目为例,对其产品定位及营销策略进行实证分析,
并对全文进行总结。

关键词:天津中部新城北起步区;房地产开发;市场定位;营销策略
ABSTRACT
Since the establishment of the Tianjin Binhai New Area, Binhai New Area's
economy has achieved rapid development. The economy's rapid development of the
Binhai New Area's rapid population growth, the existing built-up areas can not meet the
needs of the development, which makes the construction of the Tianjin Central City is
particularly important.
Tianjin Central City is located in the Tianjin binhai new area, east side,planning
area of about 160 km2 .divided into northern, central and southern three groups,here
provide an important measure of residential, commercial, education and other life
support services by binhai new area government for the port economic zone,central
business district and textile economic zone.Here is the key areas for future development
of the Binhai New Area.
The central city north starting area is the important part of northern group,located
in the most north side of the north groupxovers an area of 2 km2 .This article will from
the start of the trend of development of the Binhai new area,based on the central city
north starting area planning programs,identify the real estate development and market
positioning, develop the product to market needs.Based on the product
characterristics.use the reasonable marketing and market pricing.to promote the
products.
Research and writing process,integrated learn from urban planning, marketing,
real estate development theory, the use of literature, the survey research method and
empirical analysis, interpretation of the analysis on the basis of real estate development
and marketing and its associated theory clear positioning and development direction of
the central city north starting area, Tianjin Real Estate Development and Tianjin Port
taicheng into the tingtaoyuan II project as an example, product positioning and
marketing strategy, analysis,and finally central city north starting area started real estate
development prospects. On the one hand, through the analysis of the Tianjin Binhai
New Area development trend, the real estate industry of Binhai New Area, the need to
clear the central city north starting area started the construction, and provide theoretical
support for the central city north starting area's construction. On the other hand, the
analysis of market demand for real estate products, according to the planning scheme to
identify the location, a clear marketing strategy to promote the central city north starting
area to accelerate the construction.
Key Words: Tianjin Central city North starting Area; Real estate development;
Market positioning; Marketing strateg