| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-15页 |
| Chapter I Introduction | 第15-21页 |
| 1.1 Research Background | 第15页 |
| 1.2 Research Questions and Interpretation Framework | 第15-16页 |
| 1.3 Research Process and Methods | 第16-21页 |
| Chapter II Literature Review | 第21-28页 |
| 2.1 Conceptual definition | 第21-23页 |
| 2.2 STP strategy theoretical framework | 第23-28页 |
| Chapter III Case Description | 第28-33页 |
| 3.1 Xinjiang BSN Real Estate Company Profile | 第28-29页 |
| 3.2 Xinjiang BSN Real Estate Company Hutubi County“Shantytown Renovation House”Project Overview | 第29-31页 |
| 3.3 BSN Company Hutubi County“Shantytown Renovation House”Project Marketing Status | 第31-33页 |
| Chapter IV Cause Analysis of BSN Company Hutubi County“Shantytown Renovation House”Project Current Dilemma | 第33-45页 |
| 4.1 Development Situation and Competition Pattern of Real Estate Market in Hutubi County,Xinjiang | 第33-34页 |
| 4.2 External Environment Analysis of BSN Company“Shantytown Renovation House”Project in Hutubi County,Xinjiang | 第34-39页 |
| 4.3 Marketing Dilemma Analysis of BSN Company“Shantytown Renovation House”Project in Hutubi County,Xinjiang | 第39-41页 |
| 4.4.Market Opportunities of BSN Company“Shantytown Renovation House”Project in Hutubi County,Xinjiang | 第41-45页 |
| Chapter V Marketing Reposition Strategy of BSN Company Hutubi County“Shantytown Renovation House”Project | 第45-62页 |
| 5.1 Real Estate Market Segmentation Strategy of Hutubi County | 第45-53页 |
| 5.2.Target Market Selection Strategy of BSN Company“Shantytown Renovation House”Project in Hutubi County | 第53-57页 |
| 5.3.Repositioning Strategy of BSN Company Hutubi County“Shantytown Renovation House”Project | 第57-62页 |
| Chapter VI Implementation of Marketing Reposition Strategy of BSN Company Hutubi County“Shantytown Renovation House”Project | 第62-70页 |
| 6.1 Core Competitiveness Construction of Products and Services in“Shantytown Renovation House”Project | 第62页 |
| 6.2 Phased Development,Construction and Promotion of the Project | 第62-65页 |
| 6.3 Brand Communication Strategy of the Project | 第65-66页 |
| 6.4 Marketing Promotion Strategy of the Project | 第66-70页 |
| Chapter VII Conclusion | 第70-73页 |
| REFERENCE | 第73-76页 |
