远洋天地房地产项目营销策略研究

发布时间：2018-03-13 01:24

本文选题：整合营销　切入点：企业文化　出处：《沈阳理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文以处于五期开发的远洋天地房地产项目为例,项目目前面临市场竞争选择、产品定位、定价及推广等营销难题,如竞争选择不当,产品定位、定价失准,极可能造成滞销给企业带来巨大损失和经营风险。如何抓住营销内涵,进行系统的营销策略制定是项目急需解决的问题。本文研究共分如下几个部分:通过理论与实践相结合,运用市场营销理论基础,对4P理论、STP营销理论、SWOT分析法、PAST分析法等进行总结归纳,对远洋天地房地产项目营销策略打出了一套“组合拳”。对远洋天地房地产项目的营销环境进行了科学系统的分析,运用PAST分析法对外部环境中的政治环境、经济环境、社会环境、技术环境进行了综合演绎;对内部环境中的人才结构、财务状况进行了深刻的解析,运用SWOT分析法对周边竞品项目及潜在客户进行了精准的定位,使企业成功地避开了市场竞争。运用STP营销理论以差异化产品定位成功破局市场,形成独有的市场份额占有。为了探寻营销策略的新思路、新方法,运用4P理论制定了项目的“产品策略、价格策略、渠道策略、推广策略和新媒体策略”。同时,为了保证各项策略的有效实施,通过优化企业人才保障,深化企业制度管理,强化企业文化这三种手段,为企业提供了行之有效的营销策略保障,使远洋天地房地产项目的营销策略输出更具科学性、实践性和客观性。
[Abstract]:This paper takes the ocean world real estate project developed in five phases as an example. The project is currently facing marketing problems such as market competition choice, product positioning, pricing and promotion, such as improper selection of competition, product positioning, mispricing, etc. It is very likely that the unsalable will bring huge losses and business risks to the enterprise. How to grasp the marketing connotation and make the marketing strategy in a systematic way is an urgent problem for the project. The research in this paper is divided into several parts as follows: through the combination of theory and practice, On the basis of marketing theory, this paper sums up the 4P theory and STP marketing theory with SWOT analysis method and fast analysis method. This paper gives out a set of "combined fist" to the marketing strategy of ocean world real estate project. It makes a scientific and systematic analysis of the marketing environment of ocean world real estate project, and applies PAST analysis method to the political environment and economic environment in the external environment. The social environment and technical environment have been comprehensively deduce, the talent structure and financial situation in the internal environment have been deeply analyzed, and the SWOT analysis method has been used to accurately position the peripheral competitive items and potential customers. The STP marketing theory is used to locate the market successfully and form a unique market share. In order to explore the new ideas and methods of marketing strategy, the enterprise has successfully avoided the market competition. The "product strategy, price strategy, channel strategy, promotion strategy and new media strategy" are formulated by using 4P theory. Meanwhile, in order to ensure the effective implementation of each strategy, the enterprise system management is deepened by optimizing the enterprise talent guarantee. Strengthening the three means of enterprise culture provides an effective marketing strategy guarantee for the enterprise and makes the export of marketing strategy of ocean real estate project more scientific practical and objective.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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