九江市满庭春MOMA项目市场营销研究

发布时间：2018-01-29 21:29

本文关键词： 房地产满庭春MOMA项目 SWOT分析 STP分析营销策略　出处：《南昌大学》2013年硕士论文　论文类型：学位论文

【摘要】：自1978年实行改革开放以来,中国经济保持稳定、持续,快速发展,房地产行业的经济发展更是呈现出一派蒸蒸日上的景象。面对日益增多的企业跻身于房地产行业,这一行业的市场竞争日趋激烈,怎样在市场竞争中获取竞争优势?怎样在一个独立的、具体的项目中别具一格、独辟蹊径?怎样获得市场的认可,取得了良好的销售业绩?这都是房地产企业关注的焦点。市场营销是企业的生命线,制定适合本企业发展的、有潜力的市场营销策略,是将企业劳动成果转化为社会劳动的一种途径。对于特定群体——房地产企业而言,合理有效的市场营销是企业获取利润和在市场竞争中制胜的法宝,其在投资方向、投资决策、解决开发中遇到的问题等方面,被称为房地产开发商解决问题的密钥,并且在销售等有关问题的决策和技巧方面有着不可代替的作用。房地产市场营销特指房地产企业在开发项目中以企业经营的方针和利润目标为指导,通过对企业市场环境和市场资源的分析,找到切入点,制定和选择合理有效的营销策略和促销手段,达到扩大市场份额,促进和引导企业实现发展目标的一种营销手段。本文阐述了市场营销等相关理论,对九江市满庭春MOMA项目进行了SWOT分析和STP分析。以体验式营销和圈层营销等特色营销方式来阐述其市场营销策略的实施及控制措施。并且阐述了从组织架构、流程管理、人力资源保障等方面对实现营销管理的组织保障。论文研究结果对为九江市满庭春MOMA项目以及同类房地产企业的市场营销研究有一定的实际参考意义。
[Abstract]:Since the implementation of reform and opening up in 1978, China's economy has maintained a stable, sustained and rapid development. The economic development of the real estate industry is showing a thriving scene. In the face of the increasing number of enterprises in the real estate industry, the market competition in this industry is becoming increasingly fierce. How to gain the competitive advantage in the market competition? How to be unique in a separate, specific project? How to get the recognition of the market and achieve good sales performance? This is the focus of real estate enterprises. Marketing is the lifeline of the enterprise, the formulation of suitable for the development of the enterprise, the potential marketing strategy. It is a way to transform the labor achievements of enterprises into social labor. For a specific group of real estate enterprises, reasonable and effective marketing is the magic weapon for enterprises to gain profits and win in the market competition. It is called the key to solve the problem of real estate developers in the aspects of investment direction, investment decision and solving the problems encountered in the development. And in sales and other related issues of decision-making and skills have an irreplaceable role. Real estate marketing especially refers to real estate enterprises in the development of projects based on the enterprise management policy and profit objectives through the analysis of the enterprise market environment and market resources to find a breakthrough point. To make and select reasonable and effective marketing strategy and promotion means to expand the market share and to promote and guide enterprises to achieve the development goals of a marketing means. This article elaborated the marketing and so on related theories. The SWOT analysis and STP analysis of MOMA project in Jiujiang City are carried out. The implementation and control measures of marketing strategy are expounded by means of experiential marketing and circle marketing. From the organizational structure. Process management. The research results of this paper have some practical reference significance for the MOMA project of Jiujiang City and the marketing research of the similar real estate enterprises.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】