闵行星河湾项目市场营销策划研究
发布时间：2018-07-22 11:05
【摘要】：当前,房地产市场已从过去的卖方市场过渡到买方市场,客户需求更加多元化,房地产企业和房地产项目也愈加品牌化、专业化和多元化。房地产市场的研究和营销策划是决定房地产项目能否取得成功的前提和关键。闵行星河湾项目作为星河湾地产在上海推出的第二个地产项目,虽然保持了星河湾项目注重品质和设计、引入高档物业的“品质地产”理念,在高端客户群中有较强的市场影响力。但由于缺乏足够的市场调研,闵行星河湾项目一期并未实现预期的“开盘即售罄”的神话。由于地理位置不佳,周边楼盘档次不高,间接拉低了项目整体优势,使得销售价格一度下跌。对于闵行星河湾二期项目,如何在限购限贷的政策新环境下,以及日益激烈的市场竞争环境中脱颖而出,实现预期的销售目标,是闵行星河湾项目成败与否的重大难题。闵行星河湾项目想要获取预期的收益,不仅需要在住宅品质和设计上下功夫,还需要对房地产市场进行准确细分,找准目标客户群,了解客户的需求,有针对性的推广和营销。本文首先对闵行星河湾项目的营销环境进行分析,在此基础上通过问卷调查法对高端房地产市场进行调研,并运用市场细分理论定位目标客户,挖掘潜在客户特征、购买动机、产品需求等,最后通过4p营销策略制定符合项目特点并切实有效的项目营销策划方案,为开发商的营销决策提供较为客观真实的依据。为此,本文设计了六个部分作为文章的框架。第一部分是绪论,阐明论文研究的背景及意义、思路及研究方法;第二部分是对房地产营销理论的概述;第三部分通过PEST理论和SWOT理论对闵行星河湾项目的营销环境进行分析;第四部分是全文的主体部分,通过对潜在客户的市场调查,整体上把握客户的需求,为营销策划方案的制定提供事实依据;第五部分是闵行星河湾项目的STP分析,通过市场细分策略选定目标市场,并对产品和客户精准定位;第六部分是闵行星河湾项目营销策划方案的制定,这一部分是全文的重点。在经过市场调研和市场细分的基础上,通过4ps营销策略制定项目的营销方案。最后一部分是结论,对全文进行总结,并且提出对中国房地产发展的展望。
[Abstract]:At present, the real estate market has transitioned from the seller market to the buyer market, the customer demand is more diversified, the real estate enterprise and the real estate project also become more brand, specialization and diversification. Real estate market research and marketing planning is the premise and key to the success of real estate projects. Minhang Xinghe Bay Project is the second real estate project launched in Shanghai by Xinghewan Real Estate. Although it maintains the focus on quality and design of Xinghe Bay Project, it introduces the concept of "quality Real Estate" of high-grade property. In the high-end customer base has strong market influence. However, due to the lack of sufficient market research, Minhang Xinghe Bay Project Phase I did not achieve the expected myth of "sell out at the beginning of the market". Because the geographical location is not good, the peripheral estate grade is not high, indirectly pulled the project overall superiority, causes the sale price to drop once. For the second phase of Minhang Xinghe Bay Project, how to stand out in the new environment of limited purchase and credit and in the increasingly fierce market competition environment and achieve the expected sales target is a major problem for the success or failure of Minhang River Bay Project. Minhang Xinghewan Project wants to obtain the expected income, not only need to work hard on residential quality and design, but also need to subdivide the real estate market accurately, find out the target customer group, understand the customer's demand, and promote and market the target. This paper first analyzes the marketing environment of Minhang Xinghewan Project, and then investigates the high-end real estate market by questionnaire, and uses the theory of market segmentation to locate the target customers, excavate the characteristics of potential customers, and purchase motivation. Finally, through the 4p marketing strategy to make the project marketing planning plan which is in line with the project characteristics and effective, which provides a more objective and real basis for the developer's marketing decision. To this end, this paper designed six parts as the framework of the article. The first part is the introduction to clarify the background and significance of the paper, ideas and research methods; the second part is an overview of the real estate marketing theory; the third part through pest theory and SWOT theory to analyze the marketing environment of Minhang Xinghewan project; The fourth part is the main part of the full text, through the market survey of potential customers, the overall grasp of customer needs, for the formulation of marketing planning, the fifth part is the STP analysis of Minhang River Bay Project, Through the strategy of market segmentation, the target market is selected, and the products and customers are precisely positioned; the sixth part is the formulation of the project marketing plan of Minhang Xinghe Bay, this part is the focus of the full text. On the basis of market research and market segmentation, the project marketing plan is formulated through 4ps marketing strategy. The last part is the conclusion, summarizes the full text, and puts forward the prospect of China's real estate development.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4
本文编号：2137238
[Abstract]:At present, the real estate market has transitioned from the seller market to the buyer market, the customer demand is more diversified, the real estate enterprise and the real estate project also become more brand, specialization and diversification. Real estate market research and marketing planning is the premise and key to the success of real estate projects. Minhang Xinghe Bay Project is the second real estate project launched in Shanghai by Xinghewan Real Estate. Although it maintains the focus on quality and design of Xinghe Bay Project, it introduces the concept of "quality Real Estate" of high-grade property. In the high-end customer base has strong market influence. However, due to the lack of sufficient market research, Minhang Xinghe Bay Project Phase I did not achieve the expected myth of "sell out at the beginning of the market". Because the geographical location is not good, the peripheral estate grade is not high, indirectly pulled the project overall superiority, causes the sale price to drop once. For the second phase of Minhang Xinghe Bay Project, how to stand out in the new environment of limited purchase and credit and in the increasingly fierce market competition environment and achieve the expected sales target is a major problem for the success or failure of Minhang River Bay Project. Minhang Xinghewan Project wants to obtain the expected income, not only need to work hard on residential quality and design, but also need to subdivide the real estate market accurately, find out the target customer group, understand the customer's demand, and promote and market the target. This paper first analyzes the marketing environment of Minhang Xinghewan Project, and then investigates the high-end real estate market by questionnaire, and uses the theory of market segmentation to locate the target customers, excavate the characteristics of potential customers, and purchase motivation. Finally, through the 4p marketing strategy to make the project marketing planning plan which is in line with the project characteristics and effective, which provides a more objective and real basis for the developer's marketing decision. To this end, this paper designed six parts as the framework of the article. The first part is the introduction to clarify the background and significance of the paper, ideas and research methods; the second part is an overview of the real estate marketing theory; the third part through pest theory and SWOT theory to analyze the marketing environment of Minhang Xinghewan project; The fourth part is the main part of the full text, through the market survey of potential customers, the overall grasp of customer needs, for the formulation of marketing planning, the fifth part is the STP analysis of Minhang River Bay Project, Through the strategy of market segmentation, the target market is selected, and the products and customers are precisely positioned; the sixth part is the formulation of the project marketing plan of Minhang Xinghe Bay, this part is the focus of the full text. On the basis of market research and market segmentation, the project marketing plan is formulated through 4ps marketing strategy. The last part is the conclusion, summarizes the full text, and puts forward the prospect of China's real estate development.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4
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