宁波城乡联动区别墅资源BCG分析及市场定位研究  

The BCG Matrix analysis on the villa estate in the joint action between city and country in Ningbo and the market localization research

作　　者：游建章[1] 董旦红[1] 

机构地区：[1]浙江大学宁波理工学院,宁波315100

出　　处：《中国经济评论（1536-9056）》2008年第9期48-52,共5页Zhongguo Jingji Pinglu

基　　金：本文系宁波市软科学课题“基于宁波城乡联动的诱致性创新模型实证分析”的阶段性成果（项目编号：2007A10021）.

摘　　要：宁波城乡联动区东钱湖别墅楼盘的BCG矩阵分析显示，独栋别墅属金牛类产品，纯联排别墅属于明星类产品，目前宁波东钱湖别墅市场不存在瘦狗类别墅，说明开发商对已开盘别墅获得了成功的市场定位及销售。在对宁波别墅市场需求典型调查基础上，本文对别墅选址、别墅产品、客源、价格等方面定位提出对策建议。The BCG Matrix analysis on the villa estate of Dongqian Lake in joint action between city and country in Ningbo demonstrating： Alone villa is the cow, and the pure association row of villa is the star. There is no dog type in the villa market of Ningbo Dongqian Lake. That means the property developers were successful on their products for market localization and marketing. Base on the typical survey to Ningbo villa market demand, this article puts forward the countermeasure and suggestion for villa selected location, villa product, source of customer and price.

关 键 词：BCG矩阵 别墅 市场定位 

分 类 号：F293.3[经济管理—国民经济] F301.2