名门公司紫园项目整合营销传播策略研究

发布时间：2018-02-14 11:51

本文关键词： 房地产营销策略整合营销　出处：《西安工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：在房地产市场竞争日益白热化的形势下,房地产公司不仅要在楼盘规划、楼盘质量、物业服务等方面超越对手,还需要有创新性的营销策略,这对于房地产公司来说至关重要。这对营销传播策略是种考验,也倒逼各房地产公司与传媒中介联手进行创新。房产公司只有满足购房者需要,时刻做到从顾客的角度出发考虑问题,并把顾客作为自己所有行动的出发点,才可以培养出坚实的客户群体,在市场中赢得先机。本文的研究从对营销策略的相关理论回顾开始,尤其对备受国内外学者关注的整合营销策略进行了重点介绍。然后对名门公司紫园项目的概况,所面临的宏观环境,包括政治、经济、自然环境和技术环境进行分析。接着对名门公司竞争环境、内部环境和需求环境等进行分析。在此基础上,对紫园项目进行了 SWOT分析与总结。接着明确紫园项目进行整合营销传播策略的原则,并对该项目所要针对的消费者进行市场细分、市场定位。在自媒体日益发展的时代,本文结合公司的现实情况确定了该项目的整合营销传播渠道,如视听传播方案、现场传播方案和户外传播方案等。而一个楼盘项目的销售是多阶段的,往往分为开盘期、强销期、持销期和尾盘销售期等。各个阶段都有不同的定价策略。除了价格策略,还有促销组合策略,如老带新优惠、全员推销策略等。在确定了具体的整合营销策略之后,制定了切实可行的措施来保障整合营销传播策略的实施。结合名门公司具体情况,本文从建立全员服务意识、全员营销理念、整合团队建设、完善奖惩机制和培训机制等方面给出了具体建议。
[Abstract]:Under the situation of increasingly fierce competition in the real estate market, real estate companies not only need to surpass their rivals in building planning, property quality and property services, but also need innovative marketing strategies. This is crucial for real estate companies. It is a test of marketing and communication strategies, and it forces real estate companies to work with media intermediaries to innovate. Real estate companies only meet the needs of home buyers. Only by thinking from the customer's point of view and taking the customer as the starting point of all their actions can we cultivate a solid customer group. The research of this paper begins with the review of the relevant theories of marketing strategy, especially the introduction of integrated marketing strategy, which has attracted the attention of scholars at home and abroad. Then, the general situation of Purple Garden Project of Mingmen Company is introduced. The macro environment, including political, economic, natural and technological environment, is analyzed. Then, the competitive environment, internal environment and demand environment of famous companies are analyzed. This paper analyzes and summarizes the Purple Garden project by SWOT. Then it clarifies the principle of integrated marketing and communication strategy of the Purple Garden Project, and carries out market segmentation and market positioning for the consumers targeted by the project. According to the actual situation of the company, this paper determines the integrated marketing and communication channels of the project, such as audio-visual communication, on-site communication and outdoor communication, etc. The sale of a real estate project is multi-stage, which is often divided into opening period. Each stage has different pricing strategies. In addition to price strategy, there are also promotional portfolio strategies, such as old and new discount, full marketing strategy, etc. After the specific integrated marketing strategy has been determined, Practical measures to ensure the implementation of integrated marketing communication strategy. Combined with the specific situation of famous companies, this article from the establishment of the whole staff service awareness, the whole staff marketing concept, integrated team building, Some suggestions are given on how to perfect the mechanism of reward and punishment and the training mechanism.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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