习近平同志在十九大报告中强调，中国特色社会主义进入新时代，我国社会主要 矛盾已经转化为人民日益增长的美好生活需要和不平衡不充分的发展之间的矛盾。 人们对生活的品质要求越来越高，快节奏的工作之外，人们更多的倾向于对休闲、 购物、餐饮、娱乐的需求，因此商业地产行业的发展迅猛。同时，许多房地产开发商 都看到了商业地产的发展前景，进而越来越多的开发商转向商业地产的开发。 随着近年商业地产开发量的快速增长，如今商业地产存量过剩，正在面临着激烈 的市场竞争，而营销策略滞后、产品定位模糊、同质化竞争严重、目标市场不明确、 电商对实体商业的冲击等营销困境也正是商业地产营销中需要解决的问题。 本文首先介绍了研究背景和主题，通过查阅大量关于国内外商业地产的资料，将 蚌埠RS时代广场商业地产项目作为本次研究对象，学习并梳理了相关市场营销理论， 采用STP目标市场定位理论和4R营销组合理论为指导，从蚌埠RS时代广场营销现 状入手，首先通过对历史销售数据进行分析，对市场消费者需求和行业竞争对手进行 实地调查，获取了大量的第一手数据。在此基础之上，以STP理论和4R市场营销理 论作为基础，对目标客群进行选择并提出相应的营销建议以及对策。 本文结合了基本的理论知识和方法，如市场营销、战略管理等理论，对蚌埠RS 时代广场营销策划方案进行研究，为蚌埠RS时代广场的营销策略方案制定提供具有 针对性、实践性和可操作性的指导意义，为商业地产项目营销带来实践性的应用意义。 关键词：商业地产；营销策略；4R营销理论 蚌埠RS时代广场商业地产项目4R营销策略研究 I ABSTRACT Inhisreporttothe19thnationalcongressofthecommunistpartyofChina(CPC),Xi JinpingstressedthatsocialismwithChinesecharacteristicshasenteredanewera. Peoplehavehigherandhigherrequirementsforthequalityoflife.Besidesfast-paced work,peopletendtohavemoredemandsforleisure,shopping,cateringandentertainment. Therefore,thecommercialrealestateindustrydevelopsmoreandmorerapidly.Atthe sametime,manyrealestatedevelopersfindthedevelopmentprospectsofcommercialreal estate,andthenturntocommercialrealestatedevelopment. Now,withtherapidgrowthofcommercialrealestateconstructioninrecentyears, commercialrealestatestocksurplusisfacedwiththefiercemarketcompetition,and backwardmarketingstrategyandproductpositioning,fuzzy,homogenizedcompetition seriously,uncleartargetmarket,theelectricitybusinessimpacttothebusinessentitiessuch asmarketing,troubleisalsoneedtosolveproblemsincommercialrealestatemarketing. Thisarticlefirstintroducestheresearchbackgroundandtheme,throughconsultinga largenumberofinformationaboutdomesticandforeigncommercialrealestate,takingthe BengBuRSTimesSquarecommercialrealestateprojectastheobjectofthisstudy,we studiedandcombedtherelevantmarketingtheories,usingSTPtargetmarketingtheoryand 4Rmarketingtheoryasguidance,fromthecurrentsituationoftheBengBuRSinTimes Square,firstofall,throughtheanalysisofhistoricalsalesdata,consumerdemandtothe marketandindustrycompetitors,fieldinvestigation,andtoobtainalargenumberof first-handdata.SWOTisusedtoanalyzethestrengthsandweaknessesoftheprojectas wellastheopportunitiesandchallengesintheexternalenvironment.Onthisbasis,based onthemarketingtheoriesofSTPand4R,thetargetcustomergroupisselected,andthe correspondingmarketingSuggestionsandcountermeasuresareputforward. Thisarticlecombinesbasictheoreticalknowledgeandmethodssuchasmarketing, managementeconomicsandstrategicmanagement,throughthemarketingplanning scheme,BengBuRSTimesSquareforthemarketingstrategyofBengBuRSTimesSquare providestargeted,practicalandoperationalguidance,marketingforcommercialrealestate projectwithpracticalapplicationsignificance. KEYWORDS:commercialrealestate;Marketingstrategy;4Rmarketingtheory 蚌埠RS时代广场商业地产项目4R营销策略研究 1 目录 第一章绪论....................................................................................................1 第一节研究背景及研究意义.......................................................................................1 一、研究背景..........................................................................................................1 二、研究意义..........................................................................................................1 第二节研究的主要内容与方法...................................................................................2 一、研究内容..........................................................................................................2 二、研究方法..........................................................................................................3 第三节相关研究现状...................................................................................................3 一、商业地产研究现状..........................................................................................3 二、房地产营销研究现状......................................................................................4 第二章相关理论基础....................................................................................6 第一节商业地产的概念和营销特点...........................................................................6 一、商业地产的概念..............................................................................................6 二、商业地产的主要特点......................................................................................6 三、商业地产主要运营模式..................................................................................7 第二节市场营销策略...................................................................................................8 一、4P理论.............................................................................................................8 二、4C理论............................................................................................................8 三、4R理论............................................................................................................8 第三节STP理论.........................................................................................................10 一、市场细分........................................................................................................11 二、目标市场选择................................................................................................11 三、项目市场定位................................................................................................11 第三章蚌埠市商业地产营销环境分析......................................................13 第一节宏观环境分析.................................................................................................13 一、政策环境........................................................................................................13 目录 2 二、经济环境........................................................................................................13 三、社会及人口环境............................................................................................14 第二节竞争对手分析.................................................................................................14 一、南翔城市广场................................................................................................14 二、银河中心........................................................................................................15 三、国祯广场........................................................................................................16 四、观澜花园道瑞公馆........................................................................................16 第四章蚌埠RS时代广场商业地产项目营销现状分析..........................18 第一节公司与项目情况介绍.....................................................................................18 一、公司简介........................................................................................................18 二、项目优劣势分析............................................................................................18 二、项目所面临的机会与威胁............................................................................19 第二节项目STP定位分析........................................................................................19 一、市场细分...........................................................................................