K公司WH房地产项目营销策略研究

发布时间：2018-02-28 16:34

本文关键词： 房地产项目定位营销策略　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速发展,我国的房地产市场迅速成长起来。房地产业的繁荣,民营房地产企业的崛起,使得房地产业投资升温、房价上涨,房地产市场的竞争变得日趋激烈。为了调控房价,我国政府出台了一系列的宏观调控政策。在这样的背景下,房地产开发商要想在激烈的市场竞争中占据一席之地,从前期投资到销售,每一步都要走得小心而谨慎。在这样的市场环境下,K公司WH房地产项目已经开工,制定和采取行之有效的营销策略是至关重要的。有效的营销策略有助于房地产企业及时了解和掌握房地产市场的发展状况,为企业有效锁定目标市场、制定发展战略等方面提供可靠的依据。营销策略的有效分析也可以让房地产企业进行有效的整合,使房地产项目增强竞争力。本文旨在通过对WH房地产项目的营销策略的研究,制定一套适合WH项目的营销策略,让WH项目的销售有序实施,有所保障,把风险降到最低,继而对K公司后续的开发经营销售起到一定的理论和现实指导意义。同时,也希望能为其它房地产企业提供有价值的参考依据。本文采用了理论与实例研究相结合的方法,用“文献研究法”对相关的著作进行了分析和研究,希望能为本文奠定一个有力的理论依据;用“分析法”对影响wh项目的因素进行了分析,让本文有了科学依据;用“访谈法”对客户进行了调查,让本文更具有现实意义。本文选择从市场营销和营销策略的相关理论入手,运用一系列营销分析工具,结合房地产市场的发展现状,对k公司wh房地产项目的营销策略进行了实证分析和研究。首先对wh房地产项目以及开发商k公司做了简要概述,然后运用pest分析法,对wh房地产项目所处的外部营销环境进行了分析,继而运用swot分析法对wh房地产项目进行了优势、劣势、机会和威胁的分析。再通过stp分析法对wh房地产项目进行了市场细分、目标市场选择以及市场定位。最后,根据以上的分析,结合wh房地产项目的自身特点,运用4p理论从产品、价格、渠道、促销四个方面提出了一套切实可行的营销组合策略,并制定了相应的营销策略的保障措施,确保整个营销过程顺利进行。
[Abstract]:With the rapid development of China's economy, the real estate market in China has grown rapidly. The prosperity of the real estate industry and the rise of private real estate enterprises have led to a rise in real estate investment and house prices. The competition in the real estate market is becoming increasingly fierce. In order to control housing prices, our government has issued a series of macro-control policies. In this context, real estate developers want to occupy a place in the fierce market competition. From early investment to sales, be careful and cautious at every step. In such a market environment, the WH real estate project of K Company has already started. It is very important to make and adopt effective marketing strategy. Effective marketing strategy is helpful for real estate enterprises to understand and master the development of real estate market in time, and to effectively lock in the target market for enterprises. The effective analysis of marketing strategy can also enable real estate enterprises to integrate effectively and enhance the competitiveness of real estate projects. The purpose of this paper is to study the marketing strategies of WH real estate projects. Make a set of marketing strategy suitable for WH project, let the sales of WH project be carried out in an orderly manner, ensure that the risk is minimized, and then play a certain theoretical and practical guiding significance for the subsequent development and sales of K Company. It also hopes to provide valuable reference for other real estate enterprises. This paper adopts the method of combining theory with case study, and analyzes and studies the relevant works by "literature research method". The author hopes to lay a strong theoretical basis for this paper; analyzes the factors that affect the wh project with "analysis method", which gives the scientific basis for this article; and investigates the customers with "interview method". This article chooses from the marketing and the marketing strategy related theory, uses a series of marketing analysis tools, unifies the real estate market development present situation, This paper makes an empirical analysis and research on the marketing strategy of the wh real estate project of k company. Firstly, it gives a brief overview of the WH real estate project and the developer k company, and then applies pest analysis method to analyze the marketing strategy of the WH real estate project. This paper analyzes the external marketing environment of the WH real estate project, and then analyzes the advantages, disadvantages, opportunities and threats of the WH real estate project by using the swot analysis method. Then, through the stp analysis, the market segmentation of the WH real estate project is carried out. Finally, according to the above analysis, combined with the characteristics of wh real estate project, using 4p theory to put forward a set of feasible marketing combination strategy from four aspects of product, price, channel and promotion. And has formulated the corresponding marketing strategy safeguard measure, guarantees the entire marketing process smoothly.
【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】：F299.233.4;F274

【参考文献】