筑梦都园项目营销策略研究

发布时间：2018-03-08 05:24

本文选题：房地产　切入点：营销策略　出处：《湘潭大学》2014年硕士论文　论文类型：学位论文

【摘要】：改革开放三十多年，我国的经济社会飞速发展。近年来，房地产市场成长迅速，在国民经济发展中发挥着越来越重要的作用，成为了支柱性产业之一。房地产的高利润吸引了越来越多的企业进入市场，房地产市场的竞争日益激烈。同时，随着国民经济的发展，人们收入水平不断提高，使得消费者对房地产产品的需求呈现差异化的特点，，这就要求房地产企业要充分了解市场需求。近年来，由于宏观政策的调整以及房地产行业制度的施行，房地产行业开始向规范化和科学化发展，由此也增加了房地产项目开发的难度。面对重重困难，房地产企业要想在竞争中脱颖而出，就必须针对市场需求制定行之有效的营销方案，根据消费者需求的变化及时调整营销策略。本文以长沙市筑梦都园项目为研究对象，在对相关文献和理论整理的基础上，深入研究STP理论、4P理论，通过对筑梦都园项目宏观和微观环境分析，运用波特五力竞争模型对筑梦都园项目的竞争环境进行了分析，在此基础上，运用SWOT分析方法对筑梦都园项目自身的优势和劣势，以及面临的机会和威胁进行了深入的研究，对筑梦都园项目整体的营销策略进行了探讨。通过市场细分、目标市场选择、市场定位之后，在4P理论的指导下，从产品策略、价格策略、渠道策略、促销策略四个方面制定了本项目的营销策略组合。最后，本文为保证筑梦都园项营销顺利实施，提出了相应的风险保障措施。
[Abstract]:Over the past 30 years of reform and opening up, China's economy and society have developed rapidly. In recent years, the real estate market has grown rapidly and played a more and more important role in the development of the national economy. The high profit of real estate attracts more and more enterprises to enter the market, and the competition of real estate market is becoming more and more fierce. At the same time, with the development of national economy, people's income level is rising constantly. This makes consumers' demand for real estate products appear different, which requires real estate enterprises to fully understand the market demand. In recent years, due to the adjustment of macro policies and the implementation of the real estate industry system, The real estate industry has begun to develop in a standardized and scientific way, thus making it more difficult to develop real estate projects. In the face of many difficulties, real estate enterprises want to stand out in the competition. It is necessary to make effective marketing plan according to the market demand and adjust the marketing strategy according to the change of consumer demand. In this paper, based on the related literature and theory collation, the author deeply studies the theory of STP 4P, and analyzes the macro and micro environment of the project. On the basis of the analysis of the competitive environment of the project by using Porter's five-force competition model, this paper makes an in-depth study on the strengths and weaknesses of the project itself, as well as the opportunities and threats it faces, using the method of SWOT analysis. Through market segmentation, target market selection, market positioning, under the guidance of 4P theory, this paper discusses the overall marketing strategy of the project, including product strategy, price strategy, channel strategy, etc. Finally, in order to ensure the successful implementation of the marketing of the project, this paper puts forward the corresponding risk protection measures.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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