沈阳纳帕名门房地产项目营销策略研究

发布时间：2018-01-13 15:28

本文关键词：沈阳纳帕名门房地产项目营销策略研究　出处：《大连理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,随着中国经济的飞速发展、居民收入水平的不断上升和人口的持续增长,居民对住房的需求越来越大,房地产需求的高速增长也迅速带动了整个房地产行业的快速发展,房地产在社会经济生活中的地位越来越重要,并已经成为了中国国民经济的重要支柱产之一。在这样的背景下,沈阳中恒银座房屋开发有限公司继纳帕阳光项目之后推出了第二个精品项目——纳帕名门项目。本论文在现代市场营销的相关理论的指导下,运用PEST分析法分析了项目所面临的宏观环境,运用SWOT分析法系统分析了项目自身的优势、劣势、机会和威胁等。对该项目所在的沈阳地区的经济发展水平、居民收入状况、相关房地产行业政策、房地产市场价格、人口流动和需求等影响沈阳市房地产市场需求的各种因素做了深入系统的分析,并对今后一定时期内的沈阳市房地产的市场需求进行了有效预测。最后,通过对纳帕名门项目的宏观微观环境分析和SWOT分析的基础上,对项目所在市场进行细分,并结合企业自身的资源和条件选择即将进入的目标市场,从而确定纳帕名门项目的市场定位,提出了包括项目产品策略、价格策略、分销渠道策略、促销传播策略等营销组合策略,并为确保项目的成功实施提出了具体的控制措施,以保证项目的最终的营销成功。
[Abstract]:Since the reform and opening up, with the rapid development of China's economy, the level of income of residents and the continuous growth of the population, residents' demand for housing is increasing. The rapid growth of real estate demand has also driven the rapid development of the entire real estate industry, real estate in the social and economic life more and more important. And has become one of the important pillars of China's national economy. In this context. Shenyang Zhongheng Ginza Housing Development Co., Ltd. launched the second top-quality project-Napa famous door project after Napa Sunshine Project. Under the guidance of modern marketing theory, this paper analyzes the macro environment of the project by using PEST analysis method, and systematically analyzes the strengths and weaknesses of the project by using SWOT analysis method. Opportunities and threats to the Shenyang area where the project is located, the level of economic development, income status of residents, related real estate industry policies, real estate market prices. The factors that affect the demand of real estate market in Shenyang, such as population flow and demand, are analyzed deeply and systematically, and the market demand of real estate in Shenyang is forecasted effectively in a certain period of time. Finally. Based on the macro and micro environment analysis and SWOT analysis of Napa famous project, the market of the project is subdivided, and the target market will be selected according to the resources and conditions of the enterprise itself. In order to determine the market positioning of Napa famous project, including the project product strategy, price strategy, distribution channel strategy, promotional communication strategy and other marketing mix strategy. In order to ensure the successful implementation of the project, specific control measures are proposed to ensure the project's final marketing success.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.52

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