钦州市L房地产项目营销策略研究

发布时间：2018-06-10 09:42

本文选题：SWOT分析 + STP分析　；参考：《广西大学》2017年硕士论文

【摘要】：随着中国经济进入转型期,中国的房地产行业也进入新一轮调整期,面临新的挑战。中国住房市场已由“卖方市场”进入“买方市场”时代,住房市场发展由高速增长到中速增长,加速增长向减速增长转变。当前,房地产住宅市场上观望情绪较为浓厚,消费者不再盲目跟风投资,“营改增”政策全面推开,由于成交量日益减少,房地产开发企业承受着巨大的资金压力,给我国房地产行业带来了巨大的挑战。其中,三、四线中小城市的房地产项目面临的发展环境和竞争挑战更为严峻,一些中小地产商也随时面临资金链断裂的风险。在电子商务蓬勃发展的今天,如何在新环境和新形势下制定科学合理的房地产营销策略变得尤为重要。钦州市处于中国—东盟自贸区、泛北部湾经济合作区等多个区域合作交汇点,区位优越,战略地位突出,其房地产发展总体而言仍有较大潜力,但受总体经济水平和城市规模等影响,市场容量和经济总量相对有限,居民消费能力仍相对较弱。本研究以钦州市的L公司房地产项目为案例进行分析,以国内外企业营销策略相关理论为基础,利用多种研究方法,根据SWOT分析法、4P理论分析法和STP战略等对电子商务背景下房地产营销策略进行分析,并针对钦州市房地产住宅市场的具体情况进行详细研究。在此基础上,结合网络营销的特殊性,制定出符合当前电子商务背景下的项目产品策略、价格策略、渠道策略和促销策略,为L房地产项目的营销策略提供较为详细的决策依据和参考方案。研究得出,中小城市的住宅地产项目要突破传统房地产营销,不断开发网络营销的需求,在渠道上进行创新,逐步提升客户忠诚度,才能促进房地产项目的销量。本文希望能以L项目的实际案例分析为基础,为国内其他同类项目营销战略的制定提供借鉴和参考。
[Abstract]:With China's economic transition, China's real estate industry has entered a new round of adjustment period, facing new challenges. China's housing market has entered the era of "buyer's market" from "seller's market" to "buyer's market". The development of housing market has changed from high speed to medium speed, accelerating growth to decelerating growth. At present, there is a strong wait-and-see sentiment in the real estate housing market, consumers are no longer blindly following the trend of investment, the policy of "business reform and increase" has been pushed across the board. As a result of the declining volume of transactions, real estate development enterprises are under enormous financial pressure. To our country real estate industry brought huge challenge. Among them, the development environment and the competition challenge of the real estate projects in the third and fourth line small and medium-sized cities are more severe, and some small and medium-sized real estate developers are also facing the risk of the breakage of the capital chain at any time. With the rapid development of electronic commerce, how to make scientific and reasonable real estate marketing strategy in the new environment and new situation becomes more and more important. Qinzhou City is located in the China-ASEAN Free Trade area, the Pan-Beibu Gulf Economic Cooperation Zone and other regional cooperation points. It has a superior location and a prominent strategic position. Overall, its real estate development still has great potential. However, affected by the overall economic level and urban scale, the market capacity and total economic volume are relatively limited, and the consumption capacity of residents is still relatively weak. This research takes the real estate project of company L of Qinzhou City as a case study, based on the theory of marketing strategy of domestic and foreign enterprises, using a variety of research methods. According to SWOT analysis method and STP strategy, this paper analyzes the real estate marketing strategy under the background of electronic commerce, and makes a detailed study on the real estate market in Qinzhou city. On this basis, combined with the particularity of network marketing, the project product strategy, price strategy, channel strategy and promotion strategy which accord with the current electronic commerce background are worked out. To L real estate project marketing strategy to provide a more detailed decision-making basis and reference scheme. The research shows that the residential real estate projects in small and medium-sized cities should break through the traditional real estate marketing, continuously develop the demand of network marketing, innovate in channels, and gradually enhance customer loyalty, in order to promote the sales of real estate projects. This paper hopes to provide reference and reference for the formulation of marketing strategy of other similar projects in China on the basis of the actual case study of L project.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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