长沙德科公司企业公元项目营销策略研究

发布时间：2018-07-05 17:55

本文选题：长沙德科 + 企业公元项目　；参考：《湖南大学》2015年硕士论文

【摘要】：2010年以来,国务院陆续出台系列房地产调控政策,坚持房地产市场调控政策不放松,导致房价下行、消费者信心不足、市场需求低迷。长沙德科公司企业正是在这样的形势下,调整公司战略目标,将公司从住宅地产向产业地产方向发展。产业园区的市场营销与传统住宅营销有很大的区别,首先在客户群体上的需求和关注点都是不同的。其次在工程施工和设计等方面也存在较大的差异。如何将园区式的办公楼更好的销售给目标客户是本文的研究重点。本文以长沙德科公司企业公元项目为研究对象,第一步,从研究的背景和意义出发,对国内外市场营销问题研究现状进行分析,进而提出本文研究的主要内容,并提出了本文的重要研究内容和方法。第二步,介绍了长沙德科公司企业公元项目的基本情况,并且依据PEST理论对长沙德科公司企业公元项目所处的房地产行业的外部宏观环境和房地产行业环境进行了大致分析,通过阐述德科公司人力资源、财务资源与营销资源三方面的情况,利用SWOT分析对项目进行优劣势分析,进而提出了长沙德科公司企业公元项目营销策略的制定,并通过市场细分,对客户群按地理范围、自身特性进行了细分,确定目标客户群,并进行了市场定位。在此基础上,提出了长沙德科公司企业公元项目4P组合策略。最后,提出了长沙德科公司企业公元项目营销策略的实施步骤与实施保障。本文以长沙德科公司企业公元项目营销为例,研究工业地产项目的营销过程、系统营销理论对实践的指导作用,对于提高房地产开发企业的素质,增强企业运营活力和竞争力,开发出适应市场需求的产品,更好的满足企业客户办公的需要,实现企业的经营目标,具有一定的现实意义。
[Abstract]:Since 2010, the State Council has introduced a series of real estate regulation and control policies, insisting on the real estate market regulation policy not to relax, resulting in a downward housing price, consumer confidence is insufficient, market demand is low. It is in this situation that Changsha Decaux Company adjusts its strategic objectives and develops the company from residential real estate to industrial real estate. The marketing of industrial park is different from that of traditional residential marketing. Firstly, the demands and concerns of customers are different. Secondly, there are great differences in engineering construction and design. How to better sell office buildings to target customers is the focus of this paper. The first step is to analyze the current situation of marketing research at home and abroad from the background and significance of the research, and then put forward the main content of this paper. The important research contents and methods of this paper are also put forward. The second step is to introduce the basic situation of Changsha Deco enterprise project, and based on pest theory to analyze the external macro environment and real estate industry environment of real estate industry in Changsha Deco Company. Through expounding the human resources, financial resources and marketing resources of Deco Company, this paper analyzes the advantages and disadvantages of the project by SWOT analysis, and then puts forward the formulation of the marketing strategy of the project in Changsha Deco Company. Through the market segmentation, the customer group is subdivided according to the geographical range and its own characteristics, the target customer group is determined, and the market positioning is carried out. On this basis, proposed Changsha Decaux enterprise AD 4 P combination strategy. Finally, the paper puts forward the implementation steps and implementation guarantee of the project marketing strategy of Changsha Deco Company. Taking the project marketing of Changsha Deco Company as an example, this paper studies the marketing process of industrial real estate projects and the guiding effect of system marketing theory on practice, which can improve the quality of real estate development enterprises and enhance their operational vitality and competitiveness. It is of practical significance to develop products to meet the needs of the market, to better meet the needs of the enterprise customers and to achieve the business objectives of the enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4

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