烟台市金象泰房地产项目营销策略研究

发布时间：2018-03-26 17:02

本文选题：房地产　切入点：营销模式　出处：《中国海洋大学》2015年硕士论文

【摘要】：本文以营销理论为依托,以提出问题、分析问题、解决问题为基本思路,综合运用理论分析、比较分析、实证分析、案例分析等研究方法对金象泰房地产营销模式进行分析。通过实施“4P”、“4R”和品牌策略进行深入研究,并且融合了国内新的房地产营销理论的观点,以总结出一套适合金象泰地产的营销模式为最终目的,同时为其以后的更大发展提供理论上的支持,也为周边地区其他房地产开发企业提供经验借鉴。金象泰地产是一家以房地产为主营业务,涵盖建筑、装修、物业管理、物业发展、酒店开发及管理等行业的胶东地区著名综合性房地产开发企业。本文在对金象泰地产项目进行分析时,对烟台市福山区及其周边地区房地产市场同样进行了深入调研,掌握了金象泰地产项目的大量一手资料,并运用宏观市场环境分析和微观市场环境分析作为理论基础,进行定量和定性的分析,同时结合市场细分、目标市场选择和市场定位,为金象泰地产项目的营销策略提出了制定和实施的相关建议,而后在案例分析的基础上,对国内房地产企业营销策略的制定提出了笔者自己的看法和建议。最后,本文重点总结分析了金象泰模式的成功之处与局限性,金象泰模式成功运作的条件以及金象泰模式进一步完善的对策。最终得出将推出的产品、采取的分销渠道、制定的价格和采用的促销手段与企业自身的房地产产品的市场定位相结合等切实有效的理论建议,这也是胶东地区其他房地产企业必须认真思考研究的。文中主要的创新点主要是使用SWOT分析法并结合企业自身外部、内部环境分析论证,运用STY战略制定及4P营销策略为企业设计出针对性较强的房地产营销方案,将营销策略理论与房地产开发有机结合在一起,做到理论、应用相统一,同时在依据4P理论的营销策略设计中,引入成功案例解析房地产市场营销理论,将理论联系实际,同时为实际找到理论的支撑,相辅相成,将市场营销理论用案例分析通俗易懂的方式向大家展示了营销理论的重要性和应用性。
[Abstract]:Based on the marketing theory, this paper uses theory analysis, comparative analysis and empirical analysis as the basic thinking to solve the problem, put forward the problem, analyze the problem, and solve the problem. Case study and other research methods to analyze Jinxiang Tai real estate marketing model. Through the implementation of "4p", "4R" and brand strategy to conduct in-depth research, and the fusion of domestic new real estate marketing theory, In order to sum up a set of marketing model suitable for Jinxiang Tai Real Estate as the ultimate goal, and at the same time provide theoretical support for its further development. It also provides experience for other real estate development enterprises in the surrounding areas. Golden Xiangtai Real Estate is a real estate business, covering construction, decoration, property management, property development, The famous comprehensive real estate development enterprises in Jiaodong area in hotel development and management industries. This paper also makes a deep investigation on the real estate market in Fushan District of Yantai City and its surrounding areas when analyzing the project of Jinxiangtai Real Estate. Having grasped a large amount of first-hand data of Jinxiang Tai real estate project, and using macro market environment analysis and micro market environment analysis as the theoretical basis to carry out quantitative and qualitative analysis, combined with market segmentation, target market selection and market positioning, This paper puts forward the relevant suggestions for the marketing strategy of Jinxiangtai real estate project, and then, on the basis of the case analysis, puts forward the author's own views and suggestions on the formulation of the marketing strategy of the domestic real estate enterprise. This paper summarizes and analyzes the success and limitation of Jinxiang Thai model, the conditions for its successful operation, and the countermeasures for further perfection of Jinxiang Thai model. Finally, the products to be launched and the distribution channels to be adopted are obtained. Practical and effective theoretical advice on the combination of the established price and the means of promotion adopted with the market orientation of the real estate products of the enterprise itself, This is also something that other real estate enterprises in Jiaodong region must seriously consider and study. The main innovation points in this paper are the use of SWOT analysis method and the analysis and demonstration of the internal environment of the enterprises in combination with their own external environment. Using STY strategy formulation and 4P marketing strategy to design a targeted real estate marketing plan for enterprises, the marketing strategy theory and real estate development are organically combined to achieve the unity of theory and application. At the same time, in the design of marketing strategy based on 4P theory, the successful case is introduced to analyze the real estate marketing theory. The importance and application of marketing theory are demonstrated by case study.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4

【相似文献】