基于市场需求分析的大武口“恒大绿洲”项目营销策略研究

发布时间：2018-07-03 07:35

本文选题：房地产企业 + 营销策略　；参考：《宁夏大学》2017年硕士论文

【摘要】：改革开放至今三十余年来,我国整体经济快速发展,国民生活水准逐步提高,房地产行业发展极快,而且是在最近数年内已经变成了支持我国整体经济进步的重要产业支柱。可是,自从全国范围内房产建设规模的不断扩大,房价飞速高涨之后,政府就采取了多种举措加以调控。同时,业内竞争日趋白热化,迫使房地产企业不得不基于现实做出调整。全行业开始经过一段时间的震荡之后,逐步转为理性,并变得越来越规范。在这期间,大量房地产项目加速扩张,同时需求却不断降低,促成了房地产行业的“买方市场”。在此背景下,房地产营销成为影响企业生存的重要环节。在普遍低温的“买方市场”内,如果企业不能采取有效的营销手段,就难以塑造强大竞争力,企业营运的困局将难以扭转。房地产营销具备全面和系统性特征,目前已经发展成了独立分支学科。房地产企业的完整营销方案,应该运用基本营销理论,同时配合多种营销手段,并需要密切关注对手的营销改变,快速更新。在此过程中,企业应该坚持以消费者为核心,更充分掌握市场信息,把握市场。同时,将营销核心从过去以产品为核心,以传统方式和渠道开展营销的模式,转变为以客户为核心,以服务和互动为主体,综合利用多种营销渠道,采用品牌传播、关系营销、互动营销、新媒体营销、网络营销、服务营销等多种方式,建立联动一体的系统性营销方案。因此,从某种角度来说,营销策略决定了房地产企业的成败,甚至危及其生存。为促进房地产行业适应形势和市场变化,稳步创新和发展,就必须对其营销策略开展系统而深入的解析。本文在查阅市场营销、房地产营销有关的大量理论、案例、材料后,以大武口“恒大绿洲”项目的营销为实际案例,展开分析,深入企业内搜集有关资料,同时针对项目所处地区的政治法律、经济、社会、技术四方面分析其所处环境,再从住房库存、消费群体的购房选择和需求方面分析产品销售潜力,指出了该项目所用营销策略的失当之处,并从产品、渠道、品牌、服务四方面提出了新的营销策略建议,尝试为该项目销售提供一点助力。
[Abstract]:Since the reform and opening up to the past 30 years , the whole economy of our country has developed rapidly , the national standard of living has been gradually improved , the real estate industry has become an important industry pillar which supports the whole economic progress of our country . At the same time , the real estate marketing has become an important link to support the whole economic progress of our country . At the same time , the real estate marketing has become an independent branch subject . At the same time , the whole industry has been developed into independent branch discipline . At the same time , the whole industry has been developed into independent branch discipline . At the same time , the whole industry has developed into independent branch discipline . At the same time , in order to promote the real estate industry to adapt to the situation and the market change , it is necessary to carry out systematic and deep analysis of its marketing strategy . After analyzing the large number of theories , cases and materials related to real estate marketing , taking the marketing of Evergrande Oasis project as the actual case , analyzing and analyzing the environment of the project , and analyzing the potential of the product sales from the aspects of political law , economy , society and technology in the area of the project , points out the loss of the marketing strategy used in the project , and puts forward the new marketing strategy suggestion from the four aspects of product , channel , brand and service , and tries to provide a little assistance for the sale of the item .
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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