HRT集团时代COSMO项目市场营销策略研究

发布时间：2018-03-05 12:08

本文选题：市场营销　切入点：营销策略　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：在HRT集团时代COSMO项目实施过程中，市场营销策略的制定和实施是提升开发项目市场价值空间的最大环节。时代COSMO项目是HRT集团的拓展东北市场的重要房地产项目，如何有效地制定和实施该项目的市场营销策略对于HRT集团的未来发展具有重要的现实意义。本文通过对同HRT集团时代COSMO项目相关的政策环境、竞争环境和自身项目环境的分析，提出时代COSMO项目需要实施增长型市场营销策略，即需要通过客群需求分析，选择主要目标客户群体，提供优质产品组合，整合自身竞争优势，挖掘项目潜力卖点，借助优质营销手段，，逐级实现项目目标。本文在对项目市场营销环境深入分析的基础上，通过客群需求分析，确定了时代COSMO项目的目标客群，并对项目的整体定位进行确定。在此基础上，本文制定了时代COSMO项目的市场营销策略。一是将项目产品分为住宅、SOHO、写字楼和五星级温泉度假酒店四种类型；二是通过采用市场比较法对项目产品的价格进行了测定，并分阶段给出了价格策略；三是在营销推广策略中，本文主要采用小众媒体宣传，同时以大众媒体作为补充，并根据销售阶段不同配合相关事件营销活动加以影响，共同开展集群营销、阶段节点营销和时代COSMO项目品牌营销；四是在渠道策略中，主要采用团购、销售代理的方式来进行直接销售和间接销售；最后，本文根据时代COSMO项目的施工节点划分出项目准备期、预热期、认筹期、强销期和持续销售期等销售时段，并对各个时段的销售推广工作进行了安排。为了有效保障时代COSMO项目市场营销策略的顺利实施，本文最后还从项目的组织架构、专业技术和资金等方面明确了相应的保障措施。
[Abstract]:In the implementation process of COSMO project in the era of HRT Group, the formulation and implementation of marketing strategy is the biggest link to enhance the market value space of the development project. The COSMO Project of the Times is an important real estate project of HRT Group to expand the northeast market. How to effectively formulate and implement the marketing strategy of this project is of great practical significance for the future development of HRT Group. This paper analyzes the policy environment, competition environment and its own project environment related to the COSMO project in the era of HRT Group. This paper puts forward that the COSMO project needs to implement the growth marketing strategy, that is, through the customer demand analysis, the selection of the main target customer groups, the provision of high-quality product mix, the integration of its own competitive advantage, and the exploitation of the potential selling points of the project. With the help of high-quality marketing means, step by step to achieve the project objectives. Based on the deep analysis of the marketing environment of the project, this paper determines the target group of the COSMO project by analyzing the demand of the customer group, and determines the overall orientation of the project. In this paper, the marketing strategy of the time COSMO project is formulated. First, the project products are divided into four types: residential building, office building and five-star hot spring resort hotel, and the price of the project product is measured by using the method of market comparison. Third, in the marketing promotion strategy, this article mainly uses the minority media propaganda, at the same time takes the mass media as the supplement, and according to the sale stage different cooperation related events marketing activities to influence, Cluster marketing, stage node marketing and COSMO brand marketing; fourth, in the channel strategy, mainly use group purchase, sales agent to carry out direct and indirect sales; finally, According to the construction node of the time COSMO project, this paper divides the project preparation period, the preheating period, the recognition period, the strong sale period and the continuous sale period, etc. In order to effectively guarantee the smooth implementation of marketing strategy of COSMO project in the era, this paper finally clarifies the corresponding safeguard measures from the aspects of project organization, professional technology and funds.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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