绵阳市GX公司A房地产项目营销策略研究

发布时间：2018-01-13 18:25

本文关键词：绵阳市GX公司A房地产项目营销策略研究　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国的房地产业从2009年后飞速发展,已成为国民经济的重要支柱产业之一。但随着国际经济一体化及国家陆续出台的宏观调控政策,房地产市场逐渐由卖方市场转为买方市场,加之消费者需求的多样化和个性化,企业与企业之间竞争日趋激烈。在此严峻的局势下,房地产企业想要在激烈的市场环境中获得机会,制定科学的营销策略则变得尤为重要。本文针对绵阳市GX公司所开发的A项目从开发到销售的情况,以市场营销相关理论并结合绵阳市的政策、经济、社会文化环境等因素从项目的具体开发情况出发,以营销策划理论、4P理论等为理论基础,运用案例分析法、SWOT分析法等方法,结合STP营销战略工具对市场进行精准定位,从产品、价格、渠道、促销活动等方面制定具体营销策略,并提出相关的营销保障措施,详细论述了所研究项目的概况、项目所处的市场环境、项目环境、项目的优劣势,并结合笔者的工作实际,分析项目的有效目标客户并进行定位,从而制定合理的营销策略和实施保障措施,提升了GX公司营销战略的科学化和可操作水平。同时本文还旨在总结出一套科学合理的房地产营销策略方案,希望能对其他类似房地产开发项目营销策划工作提供一些参考,促进房地产开发企业的经营与管理。
[Abstract]:The real estate industry of our country has developed rapidly since 2009, and has become one of the important pillar industries of the national economy. However, with the international economic integration and the national macro-control policy coming out one after another. The real estate market has gradually changed from the seller's market to the buyer's market, in addition to the diversification and individuation of consumer demand, the competition between enterprises is becoming increasingly fierce. Real estate enterprises want to get opportunities in the fierce market environment, the development of scientific marketing strategy has become particularly important. This paper aims at Mianyang GX company development A project from development to sales situation. Based on the marketing theory and Mianyang policy, economic, social and cultural environment and other factors from the specific development of the project, based on the marketing planning theory and 4P theory as the theoretical basis. Using the method of case analysis and STP marketing strategy tool, we can make specific marketing strategy from product, price, channel, promotion activities and so on. And put forward the relevant marketing security measures, detailed description of the project, the project in the market environment, the project environment, the advantages and disadvantages of the project, and combined with the actual work of the author. Analyze and position the effective target customers of the project, so as to formulate reasonable marketing strategy and implement safeguard measures. Improve the scientific and operational level of GX marketing strategy. At the same time, this paper also aims to sum up a set of scientific and reasonable real estate marketing strategy. It is hoped that it can provide some reference for other similar real estate development projects marketing and planning, and promote the management and management of real estate development enterprises.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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