云山美墅项目营销策略研究

发布时间：2018-02-16 22:51

本文关键词： 房地产营销差异化营销策略　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前我国经济尚处于调结构促转型时期,城市化进程进入加速阶段,城镇化是未来中国经济增长的动力,城镇化和“都市圈”产生的协同效应,逐步向二、三、四线城市递进。中国房地产已经走过了黄金的十年,随着城市化率的提升,房地产开始进入了真正的需求时代,结合目前和未来的经济预期和社会状况而言,房地产应进入稳定发展的20年白银时代。与此同时,由于中国国情和经济发展的不均衡,使得房地产市场有着独特的特征,其地域性差异极其明显,行业竞争不完全、不充分,市场总体上处在初级竞争和无序竞争的状态,尤其在三、四线城市这种特征更为明显。大部分房产开发商面对巨大的市场需求,尚不能完全满足用户不断提升的产品和服务需求。如何科学运用房地产营销理论,对区域性的房地产市场进行分析、研究,如何开发出适销对路的产品,如何制定合理的营销推广策略,既是房产开发商在三、四城市面临的首要课题,也是在这一市场赖以致胜的竞争法宝。本论文以“云山美墅”项目为案例,以相关营销理论为指导,在分析我国房地产环境及项目所在地连云港市的环境基础上,通过对市场竞争状况的分析、项目自身优劣势分析,提出了项目的市场定位和整体的营销策略建议。
[Abstract]:At present, China's economy is still in the period of structural adjustment and transformation, and the process of urbanization has entered an accelerated stage. Urbanization is the driving force of China's economic growth in the future. The synergistic effect of urbanization and "metropolitan area" has gradually shifted to two, three, two, three. China's real estate industry has gone through a golden decade. With the increasing urbanization rate, real estate has begun to enter a real demand era, considering current and future economic expectations and social conditions. The real estate industry should enter the silver age of 20 years of steady development. At the same time, because of the imbalance of China's national conditions and economic development, the real estate market has its unique characteristics, the regional differences are extremely obvious, the competition in the industry is incomplete and insufficient. The market in general is in a state of primary and disorderly competition, especially in third-and fourth-tier cities. Most property developers face huge market demand. How to scientifically apply real estate marketing theory to analyze, study and develop marketable products of regional real estate market, How to formulate reasonable marketing and promotion strategy is not only the primary subject that real estate developers face in three or four cities, but also the competitive magic weapon on which to win in this market. This paper takes the project of "Yunshan Meisu" as an example. Under the guidance of relevant marketing theory, on the basis of analyzing the environment of real estate and Lianyungang city where the project is located, and through the analysis of market competition, the project itself is analyzed. Put forward the market orientation of the project and the overall marketing strategy recommendations.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F274

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