大望京2号地写字楼项目营销策略研究

发布时间：2018-01-14 17:00

本文关键词：大望京2号地写字楼项目营销策略研究　出处：《北京化工大学》2014年硕士论文　论文类型：学位论文

【摘要】：在过去的10年里,中国房地产业保持了强劲的增长态势,但因2008年金融风暴的出现,房地产市场成交量迅速下降、销售价格下跌,房地产投资市场转而进入调整阶段。在房地产市场竞争日益激烈的今天,特别是房地产宏观调控趋紧,以及世界经济态势波动的情况下,简单单一的营销技术已经无法成为一个项目或者一个房地产企业长久的个性化差异。因此,如何把握市场先机,率先洞察市场变化趋势,建设差异化产品,不断创新营销方式,成为房地产企业制胜的法宝。为此本论文对大望京2号地写字楼项目进行了深入研究,通过对竞争区域、竞争产品的实地考察调研,利用市场营销相关理论工具对项目进行科学的分析,最终制定了适用于本项目的营销组合策略。为了找到大望京2号地写字楼项目的优势、劣势,并为项目寻找合适的机会和挑战,本论文在对项目进行SWOT分析的基础上,同时对项目所处区域环境进行了详细的分析,并通过对周边项目的调查研究,寻找到了适合本项目的目标市场,并对项目进行了市场定位。从而达到大望京2号地写字楼项目营销策略研究的最终目的：成功制订一整套全面、有效的营销策略组合,为确保该项目打入并占领市场提供战略指导。
[Abstract]:In the past 10 years, China's real estate industry has maintained a strong growth trend, but due to the financial turmoil in 2008, the real estate market turnover fell rapidly, sales prices fell. The real estate investment market has moved into the adjustment stage. Today, the real estate market competition is becoming increasingly fierce, especially the tightening of real estate macro-control, as well as the fluctuation of the world economic situation. Simple and single marketing technology has been unable to become a project or a real estate enterprise long-term personalized differences. Therefore, how to grasp the market opportunities, the first insight into market trends, construction of differentiated products. Constantly innovating marketing methods, become a magic weapon for real estate enterprises to win. For this reason, this paper carried out in-depth research on the office building project of Dawangjing No. 2, through the field investigation and investigation on competitive regions and competitive products. In order to find out the advantages and disadvantages of Dawangjing No. 2 office building project, this paper makes a scientific analysis of the project by using the marketing related theoretical tools, and finally formulates the marketing combination strategy suitable for this project. And for the project to find the appropriate opportunities and challenges, this paper on the basis of SWOT analysis of the project, at the same time the project in a detailed analysis of the regional environment, and through the investigation of the surrounding projects. To find a suitable target market for the project, and the project market positioning, so as to achieve the final goal of the project marketing strategy research of Dawang Beijing No. 2 office building: to successfully formulate a comprehensive set. An effective marketing strategy mix to provide strategic guidance to ensure that the project enters and occupies the market.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

【共引文献】