LG地产公司营销策略的优化研究

发布时间：2018-05-17 01:44

本文选题：营销策略 + 优化设计　；参考：《江西师范大学》2017年硕士论文

【摘要】：当前,我国房地产业发展迅猛,随着各类资本涌入房地产市场,使其整体面临着供大于求的现实问题。近年来,南昌市的居民消费能力逐渐提升,居民的住房购买力与日俱增,同事对住房产品的品质、服务和配套环境等提出了新的要求。LG地产公司在南昌县开发的JY国际项目,面临着复杂的经济、政策和社会环境,其生存的房地产市场竞争关系也较为复杂。在开展营销过程中,不仅要随时适应购房群体在需求、消费能力、意向等方面的转变,而且还要在置业顾问的销售能力、谈判技巧、优惠策略等方面加强管理。在社会经济发展进入转型关键时期的大背景下,面对日益挑剔的购房者,LG地产JY国际项目如何发挥优势,改进不足,采用合适的营销策略,将自身产品成功的销售出去,是本文研究的主要课题。本文的主要研究内容包括:首先,本文在系统地总结国内外学者关于营销策略的研究进展情况的基础上,选取LG地产JY国际项目为案例分析对象,对其现有营销优势和问题进行了总结。其次,本文对LG地产JY国际项目营销的政治环境、经济环境、社会文化环境、技术环境、市场竞争者以及购买者需求进行了重点分析,再次,提出了基于4P营销理论的JY国际项目营销的具体优化策略;在本文的最后一个章节中,着眼于资金、组织与人力资源、制度三个角度,简要的分析了LG地产营销策略的保障措施。
[Abstract]:At present, the real estate industry in our country is developing rapidly. With all kinds of capital pouring into the real estate market, the real estate market is facing the problem of oversupply. In recent years, the consumption power of residents in Nanchang City has been gradually improved, and the purchasing power of housing is increasing day by day. Colleagues have put forward new requirements for the quality of housing products, services and supporting environment. LG Real Estate Company has developed a JY international project in Nanchang County. Faced with complex economic, policy and social environment, the real estate market competition relationship is also more complex. In the process of marketing, we should not only adapt to the change of demand, consumption ability, intention and so on, but also strengthen the management in the aspects of sales ability, negotiation skill, preferential strategy and so on. In the context of the critical period of social and economic development, facing the increasingly picky buyers of LG Real Estate JY International Project how to bring its advantages into full play, improve its shortcomings, adopt appropriate marketing strategies, and successfully sell its own products. It is the main research topic of this paper. The main research contents of this paper are as follows: firstly, on the basis of systematically summarizing the research progress of domestic and foreign scholars on marketing strategy, this paper selects LG Real Estate JY International Project as the case study object. It summarizes the existing marketing advantages and problems. Secondly, this paper focuses on the political environment, economic environment, social and cultural environment, technological environment, market competitors and buyers' demand of LG real estate JY international project marketing. This paper puts forward the specific optimization strategy of JY international project marketing based on 4P marketing theory. In the last chapter of this paper, it focuses on three angles: capital, organization and human resources, system, etc. A brief analysis of LG real estate marketing strategy protection measures.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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