HF城市综合体项目营销策略研究

发布时间：2018-03-01 19:32

本文关键词： 城市综合体营销策略环境分析保障措施　出处：《河北地质大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着国家政府部门出台刺激我国经济发展的相关政策,尤其是对于房地产市场去库存化的实施,使得全国性商品房市场特别是一二线城市住宅呈现出量价齐涨的疯狂局面,很多濒临破产的公司或项目也恢复了生机。“城市综合体”这一地产类型,集多功能性、复合型于一体,对吸纳人才与资金、增加就业和土地价值具有重要价值,由于其具备持续经营性与良好的资产性,成为了商业地产的主要开发类型。而与此同时,该类产品较大的营销难度和较高的营销策略需求日益凸显。本文对国内外房地产及城市综合体的开发战略相关理论经验进行了整理,对当今城市综合体普遍存在的问题,进行了比较分析。文中以HF城市综合体项目为实例,应用PEST和SWOT等方法,从项目外部行业环境、HT公司内部环境等方面对HF项目的竞争现状及存在的问题进行了综合研究,而后结合该企业及项目的长中短期营销目标,制定了对应的市场定位,并以此为依据,系统性、针对性的提出价格策略、渠道策略、促销策略、推广策略等各项营销策略。最后,为达到策略的可行性及有效性,跟进制定了相对应营销策略的各项实施保障措施,使企业在项目管理实际过程中能够形成完整的闭环,达到理论研究与实际工作需求完美相结合。
[Abstract]:With the introduction of relevant policies by state government departments to stimulate the economic development of our country, especially the implementation of destocking of the real estate market, the nationwide commercial housing market, especially in the first and second tier cities, has shown a crazy situation in which prices have risen at the same time. Many companies or projects that are on the verge of bankruptcy have also come back to life. The "urban complex" real estate type, which is multifunctional and complex, is of great value in attracting talent and capital, increasing employment and land value. Because of its continuous operation and good assets, it has become the main type of commercial real estate development. At the same time, The marketing difficulty and the demand of marketing strategy of this kind of products are more and more prominent. This paper collates the relevant theoretical experience of the development strategy of real estate and urban complex at home and abroad, and analyzes the common problems existing in the present urban complex. Taking the HF urban complex project as an example, this paper makes a comprehensive study on the competition status and existing problems of HF project from the aspects of the external trade environment of the project and the internal environment of the company by using PEST and SWOT. Then combined with the long, medium and short term marketing objectives of the enterprise and the project, the corresponding market positioning is formulated, and based on this, the price strategy, channel strategy and promotion strategy are put forward systematically and pertinently. Finally, in order to achieve the feasibility and effectiveness of the strategy, follow up the development of the corresponding marketing strategy implementation protection measures, so that enterprises in the actual process of project management can form a complete closed-loop, To achieve a perfect combination of theoretical research and practical work requirements.
【学位授予单位】：河北地质大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.23

【参考文献】