安联地产营销策略研究

发布时间：2018-01-20 03:43

本文关键词： 中小房企营销战略策略定位　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随城市化的进程,中国房地产行业日渐成熟并成为国民经济支柱产业。在不断成长完善的过程中,房地产业呈现出竞争激烈、行业集中度日渐提高的特征。在此情况下,中小型房地产公司生存空间受到大型房企的挤压,越来越小,主动变革成为必然。作为与市场直接接触的营销工作首当其冲,理应起到引领变革的作用。不管从企业主营区域选择、产品建设思路,还是从客群定位、价格定位,抑或是宣传推广策略、成交策略等,均应做出顺应时代潮流的变化,并且覆盖至交房后客户需求研讨层面。营销工作必须从注重表面趋向追求内涵,营销推广从杂乱无章趋向规范有序。结合中小型房地产公司特点制定有效发展策略。本文以中小房地产企业中的安联地产为例做营销策略研究。首先对于本文的背景、研究目的、研究现状和研究方法做出阐述。第二部分对房地产营销理论做出梳理,认知已有成果和可借鉴成果。第三部分分析当下房地产市场营销环境,明晰现时情况下中小型房地产公司所面临的客观环境。第四部分结合安联地产企业实际情况提出应以二三线城市为主开发介入区域、锁定中端客群为主力目标、差异化产品竞争的战略,第五部分从实际出发,从品牌策略、产品建设、项目全程营销把控、销售策略实施、完善后期物业服务策略等角度提出系统性解决方案。
[Abstract]:With the process of urbanization, China's real estate industry is becoming more and more mature and become the pillar industry of the national economy. In the process of continuous growth and improvement, the real estate industry presents fierce competition. In this case, the survival space of small and medium-sized real estate companies is squeezed by large housing enterprises, and become smaller and smaller. As a direct contact with the market, the marketing work bears the brunt, it should play the role of leading the change. Whether from the choice of the main area of the enterprise, the idea of product construction, or from the customer group positioning. Price positioning, or promotion strategy, transaction strategy, etc., should make changes in line with the trend of the times, and cover the level of customer demand after the delivery of housing. Marketing work must focus on the surface trend to pursue connotation. Marketing promotion from random to normative and orderly. Combined with the characteristics of small and medium-sized real estate companies to formulate effective development strategies. This paper takes Anlian real estate in small and medium-sized real estate enterprises as an example to do marketing strategy research. Background. Research purposes, research status and research methods to elaborate. The second part of the real estate marketing theory is combed, cognition of existing results and can be used for reference. The third part of the analysis of the current real estate marketing environment. Clear the current situation of small and medium-sized real estate companies facing the objective environment. 4th part combined with the actual situation of Allianz real estate enterprises put forward that the second and third tier cities should be the main development intervention area, locking in the middle end of the customer group as the main target. The strategy of differentiated product competition, 5th part from the reality, from the brand strategy, product construction, the whole process of the project marketing control, sales strategy implementation. Perfect the later stage property service strategy and so on the angle puts forward the systematic solution.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

【参考文献】