Development of a company promotion strategy in the commercial real estate market in the online environment
| Jazyk: | ruština |
|---|---|
| Rok vydání: | 2019 |
| Předmět: | |
| DOI: | 10.18720/spbpu/3/2019/vr/vr19-4787 |
| Popis: | ÐбÑекÑом иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑвлÑеÑÑÑ Ð¾ÑганизаÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑеÑкой недвижимоÑÑиâ ТЦ «Смайл». ЦелÑÑ Ð²ÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ ÑазÑабоÑка ÑÑÑаÑегиÑеÑкой пÑогÑÐ°Ð¼Ð¼Ñ ÑпеÑиалÑнÑÑ Ð¼ÐµÑопÑиÑÑий, напÑавленнÑÑ Ð½Ð° пÑодвижение ТЦ «Смайл» на ÑÑнке коммеÑÑеÑкой недвижимоÑÑи в онлайн-ÑÑеде. Ðа оÑнове анализа понÑÑиÑ, назнаÑениÑ, ÑÑнкÑии и ÑÑÑÑкÑÑÑÑ ÑÑÑаÑегии пÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑазÑабоÑан медиа-план ТЦ «Смайл» на 2019-2020 годÑ. ÐÑли пÑоанализиÑÐ¾Ð²Ð°Ð½Ñ Ð²Ñе вопÑоÑÑ Ð¿Ð¾ пÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°-нии на ÑÑнке коммеÑÑеÑкой недвижимоÑÑи на конкÑеÑном пÑимеÑе пÑедпÑиÑÑÐ¸Ñ ïÑоÑгового ÑенÑÑа. Ðнализ оÑлиÑаеÑÑÑ ÑовÑеменнÑм под-Ñ Ð¾Ð´Ð¾Ð¼ к ÑазÑабоÑке ÑÑÑаÑегии пÑодвижениÑ, ÑÑÑÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ ÑакÑо-ÑÑ, коÑоÑÑе Ð½ÐµÐ¾Ð±Ñ Ð¾Ð´Ð¸Ð¼Ð¾ ÑÑиÑÑваÑÑ Ð¿Ñи ÑоÑÑавлении медиа-плана. Ðано обÑее опиÑание компании, иÑÑледован ÑÑнок, ÑазÑабо-ÑÐ°Ð½Ñ ÑеÑÐ¸Ñ Ð¼ÐµÑопÑиÑÑий по повÑÑÐµÐ½Ð¸Ñ Ð¸Ð½ÑоÑмиÑованноÑÑи наÑеле-Ð½Ð¸Ñ Ð¾ ТЦ «Смайл». The object of the research is the organization of commercial real estate â «Smile» Shopping Center. The aim of the final qualifying work is the development of a stra-tegic program of special events aimed at promoting the «Smile» Shopping Center on the commercial real estate market in the online environment. Based on the analysis of the concept, purpose, function and struc-ture of the promotion strategy, a media plan was developed for the Smile shopping center for 2019-2020. All questions on the promotion of the company in the commercial real estate market were analyzed on a specific example of a shopping center enterprise. The analysis is characterized by a modern approach to the development of a promotion strategy, taking into account the methods and factors that must be considered when drawing up a media plan. A general description of the company is given, the market has been studied, a series of measures have been developed to raise public awareness about the Smile shopping center. |
| Databáze: | OpenAIRE |
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