A公司SSXG项目营销策略研究

发布时间：2018-07-04 17:40

本文选题：高端房地产 + 营销策略　；参考：《沈阳理工大学》2017年硕士论文

【摘要】：近几年来,人们生活不断改善,社会也在发展进步,一些大的房地产开发企业洞察商机。不断进行产品转型,进入高端地产领域的公司不断增多,房地产调控政策不断深入以及房贷政策推陈出新,竞争已经白热化。为了高效率地保障高端房地产企业的价值最大化,必须高度重视高端房地产营销策略的研究和制定。因此,针对高端房地产营销制定的策略与实施无疑具有重要的意义。本研究课题A房地产公司的SSXG项目为对象,依据国内和国外市场营销专业理论,运用营销策略的理论知识与分析方法,结合当前辽宁省沈阳市高端房地产行业的动态变化,以项目的市场营销现状为根本出发点,探讨了该项目在市场、客户等方面所存在的实际问题,进一步对该项目的购买客户群进行了产品、价格、渠道、促销以4P理论为主导的适合该项目的营销策略方案;在此基础上,为保证本项目营销策略的实施、完善提供几条创新型策略建议,从而构建出了SSXG项目营销策略的总体系。
[Abstract]:In recent years, people's life has been improved, society is also developing, and some big real estate enterprises have insight into business opportunities. Continuous product transformation, into the high-end real estate sector of the increasing number of companies, the deepening of real estate regulation policies and mortgage policies, the competition has been intensified. In order to ensure the value maximization of high-end real estate enterprises, we must attach great importance to the research and formulation of high-end real estate marketing strategies. Therefore, the strategy and implementation of high-end real estate marketing is undoubtedly of great significance. This research topic A real estate company's SSXG project as the object, according to the domestic and the foreign marketing specialized theory, uses the marketing strategy theory knowledge and the analysis method, unifies the present Liaoning Province Shenyang high-end real estate industry dynamic change, Taking the marketing situation of the project as the basic starting point, this paper discusses the actual problems existing in the market and customers of the project, and further carries out the products, prices and channels for the purchasing customers of the project. In order to ensure the implementation of the marketing strategy of the project, several innovative suggestions are provided to improve the marketing strategy of SSXG project, and the overall system of SSXG project marketing strategy is constructed.
【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】：F274;F299.233.4

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