恒基地产集团葛天源项目营销策划研究

发布时间：2018-01-11 05:24

本文关键词：恒基地产集团葛天源项目营销策划研究　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年来,我国房地产虽然一直在政策调控的利剑下艰难地谋求发展,但从国家统计局的统计数据来看,它依然是我国国民经济的支柱型产业,是带动我国国民经济发展的中流砥柱。政策的不断调控和干预,市场的变幻莫测,如何在严峻的形势下成功地进行房地产项目的营销,必须引起每个开发企业的高度重视。长葛市是中原经济区核心版图上一个典型的产业密集型小城市,借中原经济区建设的东风,加之得天独厚的地理位置,长葛市吸引了诸多的企业和优秀人才,房地产业得到了快速的发展,但对于房地产项目的营销策划的重视还不够,缺乏对项目的整合营销战略规划。本文试图通过对恒基地产集团葛天源项目的营销策略的设计整合及分析,为该项目营销战略的实施提供指导。首先,从营销理念上,必须改变简单的推销观念,与时俱进,着眼于客户的需求,通过客户价值的最大化,与客户建立长期关系,谋求企业利益的合理化,保证企业的可持续发展。其次,通过深入、全面、细致的内外部营销环境的分析,找出项目存在的优势和劣势,机会和威胁,为该项目的定位提供真实依据,科学指导,并在此基础上制定出产品、价格、渠道、促销、推广等一系列市场营销策略。第三,随着房地产行业的不断成熟和发展,房地产营销已不仅仅关注产品,关注客户需求,而是要以更广泛的、整合的视角来进行关系营销、整合营销、内部营销、社会责任营销,将企业的品牌建设贯穿营销全过程的品牌营销,创造客户需求,取得良好业绩,从容应对调控危机。本文在对葛天源项目的营销策略设计中,充分考虑了长葛市及周边城市的房地产市场、葛天源项目的特点及内外部环境等方面的现状。希望本文能够对该项目的营销提供有益的帮助,以期在取得良好业绩的同时为同类房地产项目的营销提供参考和指导。
[Abstract]:In recent years, China's real estate industry is still the pillar industry of our national economy, although it has been struggling to develop under the sword of policy control, but from the statistical data of the National Bureau of Statistics, it is still the pillar industry of our national economy. It is the mainstay of driving the development of national economy of our country. The constant regulation and intervention of the policy, the unpredictable change of the market, how to successfully carry on the marketing of the real estate project under the severe situation. Every development enterprise must attach great importance to it. Changge City is a typical industrial intensive small city on the core territory of the Central Plains Economic Zone. With the construction of the Central Plains Economic Zone as well as its unique geographical location, Changge City attracts many enterprises and excellent talents. The real estate industry has been developing rapidly, but the marketing planning of the real estate project has not been paid enough attention to. This paper attempts to provide guidance for the implementation of the project marketing strategy through the design integration and analysis of the marketing strategy of GE Tianyuan Project of Henderson Real Estate Group. First of all, from the marketing concept, we must change the simple concept of marketing, keep pace with the times, focus on the needs of customers, through the maximization of customer value, establish long-term relationship with customers, and strive for the rationalization of enterprise interests. To ensure the sustainable development of enterprises. Secondly, through in-depth, comprehensive, detailed analysis of the internal and external marketing environment, to find out the strengths and weaknesses of the project, opportunities and threats, to provide a true basis for the project's positioning, scientific guidance. On this basis, a series of marketing strategies, such as product, price, channel, promotion, promotion and so on, are worked out. Third, with the continuous maturity and development of the real estate industry, real estate marketing has not only concerned about products and customer needs, but also to a broader, integrated perspective to conduct relationship marketing, integrated marketing. Internal marketing, social responsibility marketing, brand building throughout the marketing process of brand marketing, create customer demand, achieve good performance, calm response to the regulatory crisis. In the design of the marketing strategy of GE Tianyuan project, this paper fully considers the real estate market of Changge City and its surrounding cities. Getianyuan project features and internal and external environment and other aspects of the status quo. I hope this article can provide useful help to the marketing of the project. In order to achieve good performance while providing reference and guidance for the marketing of similar real estate projects.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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