摘 要：现在国内经济的飞速发展带动了商业地产的需求性市场。现代的商业购物中心集吃喝玩乐购于一身。充分体现了以人为本的理念，创造和引领着新的消费方式，是一种新的生活文化理念。本文讲的是现代营销策划在我国一线城市商业地产开发市场环境中的应用。以上海绿地云天坊为例，本案在广泛调研、综合考虑的基础上，主要应用房地产市场营销理论与方法来分析上海市商业地产的市场环境。利用SWOT分析法对项目进行分析，根据本案的特定环境、特定区位及消费群体，对该项目进行准确定位，从而制定出适合项目本身的营销及推广方案。本案就针对绿地云天坊的概况、环境、优劣势、机会与威胁、项目定位、营销策略、推广计划等做出相应阐述。相信本案将有助于开发商和投资者实现销售利润的目标，为其树立良好的品牌形象，并增强其投资信心！91374

毕业论文关 键 词：商业地产，营销策划，绿地云天坊 

Abstract:The rapid development of the domestic economy has led to the demand market for commercial real estate。The modern commercial shopping center is a combination of eating and drinking。It embodies the idea of people-oriented, and it is a new concept of living culture to create and lead the new way of consumption。This article is about the application of modern marketing planning in the development of commercial real estate market in China's first cities。

Based on extensive research and comprehensive consideration,this case mainly applies the marketing theory and method of real estate market to analyze the market environment of Shanghi  commercial real estate。The project is analyzed using SWOT analysis。According to the special environment of the case,a particular location and consumer groups,make a reservation for the project,so as to develop suitable for marketing and promoting projects of the project itself。 This case is related to the general situation,environment,superiority,opportunity and threat,project positioning,marketing strategy and promotion plan of Shanghai green yun tian fang。Believe that this case will help to achieve the goal of sales profit,developers and investors for its good brand image,and enhance the investment confidence!

Key words:commercial real estate,Marketing planning, Green yun fang

目   录

1  设计选题说明 4

1。1  选择这类设计的缘由 4

1。2  数据资料的获得来源 4

1。3  容易程度 4

1。4  设计实现的可能性 4

2  设计依据（主要内容） 4

2。1  设计所依据的具体理论方法 4

2。2  参考文献采用的主要内容和对本文的贡献 4

3  设计的技术路线（主要内容） 5

3。1  设计实现的主要方法 5

3。2  案例等数据获取选用的来源、标准、取舍 5

4  设计的价值（作用）和意义 5

4。1  本设计对学习本专业的价值或作用 5

4。2  对参加社会工作和今后的意义 6

结  论 7

参 考 文 献 8

致  谢 9