ZS置业公司营销策略研究

发布时间：2018-05-24 17:02

本文选题：房地产 + 营销策略　；参考：《兰州交通大学》2015年硕士论文

【摘要】：随着国家中部崛起计划的推进,各地房地产企业亦发觉了郑州市巨大的市场潜力,纷纷进驻郑州市房地产,致使市场竞争日趋激烈,房地产项目的利润率也日渐下降。重视内部管理,努力提升企业竞争力成为郑州市本地房地产企业的当务之急。而营销目标、战略、策略的调整也成为营销职能部门提高营销绩效、实现企业目标的重要工作内容之一。好的营销战略可以指导企业营销活动朝着成功的趋势前进;符合企业目标和资源的营销策略组合可以支持企业营销方案的顺利落实。营销战略与策略的研究对企业营销活动的顺利实施有着重要作用。论文以ZS置业公司为研究对象,在公司内外部营销环境分析基础上,进一步分析了公司目前的目标市场营销战略和营销组合策略,针对公司目标市场营销战略和营销组合策略中存在的问题,对公司未来的目标营销战略以及营销策略组合提出了一些建议。研究认为,ZS置业公司目前在市场细分、目标选择、市场定位和产品策略、价格策略、渠道策略和促销策略上存在着一些问题,在未来的营销活动中,公司要对市场再次细分,确定中端市场中改善性住宅和高端商务办公市场为目标市场,做精细化房地产企业的定位,调整产品组合和完善产品项目,采用竞争导向定价法和撇脂定价策略,调整和完善渠道结构,增加多种促销策略。论文的研究旨在帮助ZS置业公司认识其营销活动中存在的一些问题,并对公司未来的营销战略、策略的制定提供一些理论指导。同时,论文的研究成果希望也能对其他房地产企业营销活动的开展提供一些积极地借鉴作用。
[Abstract]:With the promotion of the plan of the rise of the central part of the country, local real estate enterprises have also discovered the huge market potential of Zhengzhou, and have been stationed in Zhengzhou real estate one after another, resulting in the increasingly fierce market competition and the declining profit margin of real estate projects. Attach importance to internal management, and strive to enhance the competitiveness of local real estate enterprises Zhengzhou City, the top priority. The adjustment of marketing target, strategy and strategy has become one of the important work contents of marketing function department to improve marketing performance and realize enterprise target. A good marketing strategy can guide the enterprise marketing activities toward the successful trend, and a combination of marketing strategies in line with the enterprise objectives and resources can support the successful implementation of the enterprise marketing plan. The research of marketing strategy and strategy plays an important role in the smooth implementation of enterprise marketing activities. Based on the analysis of the internal and external marketing environment of ZS Real Estate Company, this paper further analyzes the target marketing strategy and marketing combination strategy of the company. In view of the problems existing in the company's target marketing strategy and marketing mix strategy, some suggestions are put forward for the company's future target marketing strategy and marketing strategy combination. The research shows that there are some problems in the market segmentation, target selection, market positioning and product strategy, price strategy, channel strategy and promotion strategy. In the future marketing activities, the company will subdivide the market again. To determine the target market of improving residential and high-end commercial office market in the middle market, to make the positioning of the fine real estate enterprise, to adjust the product mix and to perfect the product project, to adopt the competitive pricing method and skimming pricing strategy, and to adopt the competition oriented pricing method and the skimming pricing strategy. Adjust and improve the channel structure, increase a variety of promotional strategies. The purpose of this paper is to help ZS Real Estate Company to understand some problems in its marketing activities, and to provide some theoretical guidance for the company's future marketing strategy and strategy formulation. At the same time, the paper hopes to provide some positive reference for other real estate enterprise marketing activities.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4

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