摘要：虽然目前随着我国地产格局的更替和政策的调整，住宅地产发展开始趋于缓慢，房地产不太景气，但楼市新政策的出台，直接缩小了住宅和商业地产之间的距离，这对于商业地产来说是一次很好的机遇，这也给了商业地产投资发展的机会。随着经济的高速发展、城市化进程的加快、人民生活水平的提高，房地产市场已经进入了激烈竞争的时代。因此，房地产品牌推广也越来越举足轻重，甚至被视为房地产企业发展的关键。开发商要想使项目获得成功必须制定合理且具有潜力的品牌推广方案。品牌营销推广需要综合运用市场营销的相关理论，以市场调研为前提，从市场竞争的需要出发，对市场进行定位，制定出切实可行的营销方案、品牌方案，并组织实施，以实现预定的营销目标。本设计通过对淮安锦绣国际装饰城二期项目的市场现状、项目自身特性以及消费者分析，还有对项目市场定位、价格定位分析,以及采用的相应的宣传推广策略,从而制定出适合本案的品牌推广方案。62661

毕业论文关 键 词：商铺投资，项目定位，品牌推广  

Abstract：Although it along with our country's change and policy adjustment on real estate, residential real estate development began to slow, real estate is not very good, but the creation of new housing policy, direct to narrow the distance between residential and commercial real estate, this is a good opportunity for commercial real estate, it also gives the development of commercial real estate investment opportunities. With the high-speed development of economy, the speeding up of urbanization and the improvement of people's living standard, the real estate market has entered the era of fierce competition. Therefore, the real estate brand promotion is becoming more and more important, even is regarded as the key to the development of real estate enterprises. Developers want to make the project succeed must formulate reasonable and has potential for brand promotion plan. Brand marketing promotion to the integrated use of the relevant theories of marketing, on the premise of market research, starting from the needs of market competition, the market positioning, to develop a practical and feasible marketing plan, the brand plan, and organize their implementation, to achieve the marketing target. The design of Huaian Jinxiu international market situation of decorative city phase project, project their own characteristics and the analysis of the consumers, and analyzing the project market positioning, price positioning, and adopt corresponding marketing strategy, so as to develop the brand promotion plan to the case.

Keywords：shop investment, project positioning, brand promotion

1  设计选题说明 4

1.1  选题依据 4

1.2  设计项目概况 4

1.3  设计目的和要求 5

1.4  数据资料选取 5

1.5  设计难易程度 5

1.6  设计实现可能性分析 5

2  设计依据 6

2.1  理论与方法 6

2.2  规范与标准 6

2.3  参考文献的选用 6

3  设计的技术路线 6

3.1  设计的思路 6

3.2  项目市场定位 8

3.3  项目规划设计 8