基于顾客价值对呼和浩特市万正广场房地产项目整合营销传播策略的研究

发布时间：2017-12-27 07:16

本文关键词：基于顾客价值对呼和浩特市万正广场房地产项目整合营销传播策略的研究　出处：《内蒙古财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：在近十年的时间里,呼和浩特城市房地产项目的形态与格局正在发生深远的演变,不断地在市场涌现越来越多的大型综合性房地产项目。在综合性房地产项目的营销活动中,由于物业形态的多样性,客户群体需求就更加不一样,单一的营销策略往往不能解决实际中的综合复杂问题,因此,在现代房地产行业内,能否真正将整合营销战略有效地贯彻到房地产开发经营过程中将是关系房地产企业经营成败的关键。那么在整合营销过程中,如何深度分析客户需求,并建立客户价值管理评估体系,最终合理地有效的制定实施整合营销策略这是整合营销策略成败的重中之重。本文共分七章:第一章绪论。阐述了本文研究的背景,研究意义、研究目的,研究思路以及所采用的研究方法。第二章国内外相关理论综述。运用比较方法对国内外有关顾客价值理论与整合营销传播理论进行分析比较。第三章2014年呼和浩特房地产市场分析。对呼和浩特2014年房地产市场供给情况、成交情况,以及各分类销售情况综合分析。第四章呼和浩特万正广场营销现状分析。对2014年万正广场营销现状分析综合分析,对项目销售目标客群特征进行分类,并对各类客群通过财务价值评估,从而精准定位未来项目目标客群。第五章2015年万正广场整合营销计划。通过对2014年呼和浩特房地产市场情况与万正广场销售情况分析制定出2015年万正广场整合营销销售计划。第六章呼和浩特万正广场整合营销策略实施方案。根据2015年万正广场整合营销销售计划详细制定具体的实施方案。第七章结论。通过对顾客价值理论与整合营销传播理论的研究,在对万正广场整合营销传播策略的制定过程中,总结本文主要结论,提出相关建议。本文借鉴前人、学者的相关研究理论及研究成果,针对呼和浩特万正广场营销问题,提出相关营销建议,并制定出具体的整合营销传播策略,对企业的下一步营销状况的改进具有一定的指导作用和实际意义。
[Abstract]:In the past ten years, the form and pattern of Hohhot's urban real estate projects are undergoing profound changes, and more and more large-scale comprehensive real estate projects are emerging in the market. In the comprehensive real estate project marketing activities, the diversity of forms of property, customer demand is more different, single marketing strategy often can not solve the complex problem, in practice therefore, in the modern real estate industry, integrated marketing strategy can really effectively carry out real estate development business in the process of management is the key to success or failure of the relationship between the real estate enterprises. In the process of integrated marketing, how to deeply analyze the needs of customers, and establish the evaluation system of customer value management, and finally, make effective and effective implementation of integrated marketing strategy is the most important part of the integrated marketing strategy. This article is divided into seven chapters: the first chapter is the introduction. The background of the study, the significance of the study, the purpose of the study, the thinking of the research and the methods used are expounded. The second chapter is a summary of relevant theories at home and abroad. The comparison method is used to compare the theory of customer value and the theory of integrated marketing communication at home and abroad. The third chapter of Hohhot real estate market analysis in 2014. A comprehensive analysis of the supply situation of the real estate market, the transaction situation in Hohhot in 2014, and the sales of various categories. The fourth chapter is the analysis of current situation of Hohhot Wanzheng marketing. Analysis of comprehensive analysis on the current situation of 2014 Wanzheng square marketing, the classification of project sales target customers, and for all kinds of customers through the financial evaluation, and precise positioning of future project target customers. The fifth chapter 2015 Wanzheng square integrated marketing plan. On 2014 by the Hohhot real estate market and Wanzheng square sales analysis formulate 2015 Wanzheng square integrated marketing sales plan. The sixth chapter Hohhot Wanzheng square integrated marketing strategy implementation plan. According to the 2015 Wanzheng square integrated marketing sales plan in detail to develop specific implementation plans. The seventh chapter is the conclusion. Through the study on customer value theory and the theory of integrated marketing communication, in the development process of Wanzheng square integrated marketing communication strategies, summarize the main conclusions of this paper, put forward relevant suggestions. Based on the relevant research theories and results of previous studies, scholars, according to the Hohhot Wanzheng marketing problem, put forward the related marketing proposals, and formulate the strategy of integrated marketing communication in detail, and has guiding significance and practical significance to improve the next marketing situation of the enterprise.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4

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