金汇康郡房地产项目营销策略研究

发布时间：2018-02-02 20:17

本文关键词： 4P营销理论市场定位 SWOT分析当涂县金汇康郡房地产项目　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：当前,我国房地产市场发展十分迅速,随着城镇化建设的加快,房地产企业开始进军县级城市。而县级城市的房地产市场需求本身有限,只要依靠周边城市补充,这样就为县级区域展开房地产市场营销带来了新的课题。特别是当前马鞍山市当涂县的房地产市场同质化竞争严重,在项目的卖点上大同小异,仅以当涂县的生态环境为销售关键词。消费者已经开始对此类销售主题感到麻痹。面对当前日益严厉的房地产宏观调控政策,研究如何找准县级房地产市场开发项目定位,并通过有效的营销策略获得消费者成为当前重要的问题。本论文在回顾国内外市场营销基本理论和房地产市场营销理论的基础上,分析了金汇康郡房地产项目的政策环境、发展现状,介绍了项目的具体情况并通过市场调查分析了竞争对手,运用SWOT分析方法对金汇康郡项目进行了综合分析,确定了差异化营销的基本思路。在对当涂县房地产市场进行需求分析的基础上,对市场进行了细分并确定了目标市场,并对项目目标客户、项目价格和项目操作方向进行了定位。在制定了区域组合和4P组合的总体营销策略的基础上,详细探讨了产品、价格、渠道和促销策略。最后从营销团队、施工与销售匹配、营销信息共享和预算控制与投资计划控制四个方面给出了营销策略实施的保障措施。
[Abstract]:At present, the real estate market of our country develops very fast, with the acceleration of urbanization construction, real estate enterprises begin to march into county-level cities, and the real estate market demand of county-level cities itself is limited. As long as relying on the surrounding cities to supplement, this will bring a new topic for the county-level region to launch real estate marketing, especially in the current Ma'anshan Dangtu County real estate market homogenization competition is serious. The selling point of the project is much the same, only the ecological environment of Dangtu County is the key word of sales. Consumers have begun to feel paralyzed to this kind of sales theme. Facing the current increasingly stringent real estate macro-control policy. Research on how to find the county level real estate market development project positioning. And through effective marketing strategies to obtain consumers has become an important issue. This paper reviews the basic theory of domestic and foreign marketing and real estate marketing theory on the basis of. This paper analyzes the policy environment and current situation of the real estate project in Jinhui Kang County, introduces the specific situation of the project and analyzes the competitors through market investigation. This paper uses SWOT analysis method to analyze the project of Jinhuikang County, determines the basic idea of differentiated marketing, and analyzes the demand of Dangtu County real estate market. The market is subdivided and the target market is determined, and the project target customer, project price and project operation direction are positioned. The overall marketing strategy of regional combination and 4p combination is established. Detailed discussion of products, prices, channels and promotion strategies. Finally from the marketing team, construction and sales matching. Four aspects of marketing information sharing, budget control and investment plan control are given to guarantee the implementation of marketing strategy.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274

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