LF城投公司GD房地产项目营销策略研究

发布时间：2018-03-08 03:37

本文选题：LF城投公司　切入点：GD房地产项目　出处：《东北石油大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,国家出台了一系列针对房地产的调控政策以确保房地产市场的健康发展,但是随着经济的不断发展,房地产行业的竞争不断加剧,这对房地产企业的发展带来了一定的影响。LF城投公司是一家中小型房地产企业,在GD房地产项目的开发和销售阶段也面临了诸多压力,因此,深入分析该公司GD房地产项目营销现状,提出房地产项目的营销策略和保障措施,对于指导GD房地产项目营销活动将是十分必要和有益的。论文主要包括五部分,第一部分介绍论文的研究背景、目的及意义,市场营销内容在国内外研究现状,论文的研究方法、内容及论文框架;第二部分阐述市场营销含义和特点、营销策略及4P理论、房地产营销概念及特征;第三部分分析LF城投公司GD房地产项目状况及所处的内外部环境;第四部分针对LF城投公司GD房地产项目状况和面临的内外部环境,基于4P理论,从产品策略、价格策略、渠道策略、促销策略四方面提出了LF城投公司GD房地产项目营销策略的制定方案,其中产品策略包括形象定位和市场定位,价格策略包括定价策略、洋房定价策略、过程价格策略、价格优惠策略,渠道策略包括线上营销、巡展蓄客、阶梯式、多样化促销、深刻贯彻“老带新”、持续的活动策略,促销策略包括加强广告销售的力度、加强人员促销力度、拓展其他促销策略;第五部分针对制定的营销策略提出了具体的保障措施,包括提升品牌价值、建立市场营销信息系统、打造高素质管理团队等方面。以期通过上述研究为LF城投公司制定GD房地产项目营销策略和保障措施提供一定的借鉴。
[Abstract]:In recent years, the state has issued a series of real estate regulation and control policies to ensure the healthy development of the real estate market, but with the continuous development of the economy, the competition in the real estate industry continues to intensify. This has brought certain influence to the development of real estate enterprises. LF City Investment Corporation is a small and medium-sized real estate enterprise, and also faces a lot of pressure in the development and sale stage of GD real estate project, therefore, It is necessary and beneficial to analyze the current situation of GD real estate project marketing, put forward the marketing strategy and safeguard measures of the real estate project, which will be very necessary and beneficial for guiding GD real estate project marketing activities. The first part introduces the research background, purpose and significance of the thesis, the present situation of the marketing content at home and abroad, the research method, the content and the framework of the thesis, the second part expounds the meaning and characteristics of the marketing, the marketing strategy and the 4p theory. The third part analyzes the situation of GD real estate project and its internal and external environment in LF City Investment Corporation. 4th, based on 4P theory, it aims at the condition of GD real estate project and the internal and external environment faced by LF City Investment Company. From four aspects of product strategy, price strategy, channel strategy and promotion strategy, this paper puts forward the formulation plan of GD real estate project marketing strategy of LF City Investment Corporation, in which product strategy includes image positioning and market positioning, price strategy includes pricing strategy. Westernhouse pricing strategy, process pricing strategy, price preferential strategy, channel strategy including online marketing, tour, stair, diversification promotion, deep implementation of "old with new", sustained activity strategy, Promotion strategies include strengthening advertising sales, strengthening staff promotion, and expanding other promotional strategies. Part 5th puts forward specific safeguard measures against the established marketing strategies, including promoting brand value. In order to provide some reference for LF City Investment Company to formulate GD real estate project marketing strategy and safeguard measures through the above research the establishment of marketing information system and the creation of high quality management team etc.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

【参考文献】