内蒙古东源房地产公司“盛世华府项目”营销策略研究

发布时间：2018-02-24 05:51

本文关键词： 房地产宏观调控市场营销策略　出处：《内蒙古大学》2014年硕士论文　论文类型：学位论文

【摘要】：自二十一世纪以来,我国的房地产业随着政策的放开和中国经济的发展进入到蓬勃发展的十年,逐渐成为我国经济发展的支柱性产业之一,在国民经济发展中有重要的作用。当前房地产的竞争趋于激烈,而消费者购房也趋于理性。因此,如何在激烈的市场竞争中施行更行之有效的营销战略战术,成为目前房地产企业亟待解决的问题,这也成为了本文中研究的重点。本文借鉴了房地产市场营销的相关理论,运用对比分析、市场调研等理论与实证分析相结合的方法,在对鄂尔多斯市薛家湾镇“东源盛世华府”项目的周边环境和项目概况进行实地调研的基础上,利用PEST、波特五力模型、STP和SWOT矩阵分析法等分析方法,对“东源盛世华府”项目的宏观和微观竞争环境、优劣势以及项目面临的机遇和威胁进行了分析,从而对该项目重新进行市场定位。最后,根据以上环境分析和市场定位,提出“东源盛世华府”项目的营销组合4P策略,为项目新的市场定位的实施提供策略保障。本文同时希望以“东源盛世华府”项目的市场营销策划的实施,为当前市场环境下的其他房地产企业提供一个科学、系统的整体策划方案。
[Abstract]:Since 21th century, China's real estate industry has become one of the pillar industries of our country's economic development with the opening up of policy and the development of Chinese economy. It has played an important role in the development of national economy. At present, the competition of real estate tends to be fierce, and the consumer also tends to be rational. Therefore, how to implement more effective marketing strategy and tactics in the fierce market competition has become a problem to be solved urgently by real estate enterprises. This has also become the focus of this study. This article draws lessons from the real estate marketing related theory, uses the contrast analysis, the market investigation and so on the theory and the empirical analysis unifies the method, On the basis of field investigation on the surrounding environment and project profile of the project of "Dongyuan prosperous times Washington" in Xuejiawan Town, Ordos City, this paper makes use of the analysis methods such as pest, Porter's five Force Model and SWOT matrix analysis, etc. This paper analyzes the macro and micro competitive environment, advantages and disadvantages, opportunities and threats faced by the "Dongyuan prosperous times Washington" project, so as to reposition the market of the project. Finally, according to the above environmental analysis and market positioning, This paper puts forward the marketing combination 4P strategy of the "Dongyuan prosperous Washington" project, which provides a strategic guarantee for the implementation of the new market positioning of the project. At the same time, this paper hopes to implement the marketing planning of the "Dongyuan prosperous Washington" project. For the current market environment for other real estate enterprises to provide a scientific, systematic overall planning plan.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

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