普华新区地产项目精准营销策略研究

发布时间：2018-04-22 04:12

本文选题：精准营销 + 房地产营销　；参考：《河北大学》2015年硕士论文

【摘要】：当前,我国房地产行业进入了一个新的发展时期,市场由过热逐渐回归理性。而市场竞争的空前激烈、成本压力的不断增大,使各房企不得不改变以往粗放经营的模式,转为注重修炼内功和选择正确的营销策略。本文将精准营销理论与传统的房地产营销相结合,并充分运用互联网等手段,不断突破传统视角、挖掘创新空间,给企业以新的发展思路的启迪。本文所研究的普华新区地产项目位于河北省易县县城,这里有独特的经济和社会环境。为了使该项目上市后能够热销,本文根据现实情况提出了精准营销策略。首先,研究了精准营销的核心思想和四大理论依据(4C理论、顾客让渡价值、沟通理论、反应原理),分析了精准营销与大众营销的区别,作为全篇的一个理论基础。接着对项目所面临的宏观环境、产业环境和微观环境进行了详细分析,运用了PEST和SWOT等技术工具,使策略的提出具有科学性和针对性。然后,笔者从定位、产品、推广、CRM四个方面具体阐述了精准营销的实施策略,充分突出了“精准”这一特性,使措施真正具有可操作性和现实价值。在文章的最后,提出了从思想上、组织上和制度上来保障措施的顺利实施。
[Abstract]:At present, China's real estate industry has entered a new period of development, the market has gradually returned to rationality from overheating. With the unprecedented fierce market competition and the increasing pressure of cost, all housing enterprises have to change the mode of extensive operation, pay more attention to internal training and choose the correct marketing strategy. This paper combines the precision marketing theory with the traditional real estate marketing, and makes full use of the Internet to break through the traditional visual angle, excavate the innovation space, and enlighten the enterprise with new development ideas. The real estate project of Puhua New District is located in Yixian County, Hebei Province. It has a unique economic and social environment. In order to make the project go on sale, this paper puts forward the accurate marketing strategy according to the actual situation. First of all, the paper studies the core idea of precision marketing and four theoretical basis: 4C theory, customer transfer value, communication theory, reaction principle, analyzes the difference between precision marketing and mass marketing, as a theoretical basis of the whole article. Then the macro environment, industrial environment and micro environment of the project are analyzed in detail, and the technical tools such as PEST and SWOT are used to make the strategy scientific and targeted. Then, the author expatiates the implementation strategy of precision marketing from four aspects of positioning, product and CRM promotion, and fully highlights the characteristic of "precision", which makes the measures have real maneuverability and practical value. At the end of the article, the author puts forward the smooth implementation of the measures from the ideological, organizational and institutional aspects.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.233.52

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