永州WX房地产项目营销策划方案设计研究

发布时间：2018-01-26 14:02

本文关键词： 营销策划 SWOT分析 4P理论市场细分　出处：《长沙理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：近几年来,中国的房地产市场情势不断变化,政府频频出台宏观调控政策,房地产市场的竞争日趋激烈,为了促进房地产产品的销售,房地产开发企业在房地产项目的营销策划手段上不断创新,营销策划方案的构思也越来越新颖,这就使得我国的房地产营销策划得到了一定的发展。但是就目前的情况而言,房地产营销策划还是有一些较为明显的问题,需要引起房地产企业的重视。房地产企业只能从市场实际出发,为房地产项目的运作设计出好的营销策略,并从提高其营销策划能力等方面入手,才有可能赢得市场竞争。不过正是由于房地产市场竞争的激烈,才更凸显房地产项目营销策划的重要性,对于房地产项目营销策划的研究也就更具现实意义。本文在对现有房地产市场营销理论进行梳理整理的基础上,利用STP理论及4P理论等理论与方法,针对永州WX房地产项目的实际情况,对项目操盘过程中的各个环节进行了详细的分析。首先介绍了相关国内外研究的情况,然后仔细的分析了永州WX房地产项目市场营销环境,主要包括项目外部环境、内部环境、市场调研及SWOT分析,接下来对永州WX房地产项目市场营销策略进行了认真梳理,结合STP战略进行了产品定位、客户定位、渠道定位、促销定位等等,最后本论文提出了如何保障项目营销策略得以执行的具体可行方法。本文的研究是基于对WX房地产项目以及该项目所在的祁阳市场大量详实的实地调研数据进行的,因此,相关的结论对类似的四线城市的房地产企业的市场运作有一定的指导和借鉴意义,同时对房地产营销策划及案例研究也有一定的理论意义。
[Abstract]:In recent years, the situation of China's real estate market is constantly changing, the government frequently issued macro-control policies, the real estate market competition is becoming increasingly fierce, in order to promote the sale of real estate products. Real estate development enterprises in real estate projects on the means of marketing planning innovation, marketing planning plans are also more and more novel. This makes the real estate marketing planning of our country has got certain development, but as far as the current situation, there are still some obvious problems in the real estate marketing planning. Real estate enterprises can only start from the market reality, design a good marketing strategy for the operation of real estate projects, and improve their marketing planning ability and so on. But it is because of the fierce competition in the real estate market that it highlights the importance of the marketing planning of real estate projects. For the real estate project marketing planning research is more practical significance. This paper on the basis of the existing real estate marketing theory combing and sorting, using STP theory and 4P theory and other theories and methods. According to the actual situation of Yongzhou WX real estate project, this paper makes a detailed analysis of each link in the process of project handling. Firstly, it introduces the research situation at home and abroad. And then carefully analyzed the Yongzhou WX real estate project marketing environment, including the project external environment, internal environment, market research and SWOT analysis. Then the marketing strategy of Yongzhou WX real estate project has been carefully combed, combined with the STP strategy for product positioning, customer positioning, channel positioning, promotion positioning and so on. In the end, this paper puts forward the concrete feasible method of how to ensure the implementation of the project marketing strategy. The research in this paper is based on a large amount of detailed field research data of WX real estate project and Qiyang market where the project is located. Yes. Therefore, the relevant conclusions have certain guidance and reference significance to the market operation of the similar fourth-line cities, and also have certain theoretical significance to the real estate marketing planning and the case study.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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