中小城市房地产项目的差异化研究

发布时间：2018-03-25 22:07

本文选题：房地产　切入点：中小城市　出处：《山东大学》2013年硕士论文

【摘要】：随着中国城镇化建设加快,国家通过政策调控对房地产领域内投机行为进行打压,传统的房地产开发热点一线城市市场开始出现萎缩,许多原来业务主要在大中型城市的大型开发商纷纷转战中小城市。在进入中小城市市场后,许多房企取得了成功,但也有许多企业水土不服,产生了各种各样的问题。针对这一问题,论文对中小城市房地产市场的特点、机会及可能发生的风险进行了阐述,并通过中小城市房企在项目营销中的不足,找出了现阶段中小城市房地产项目营销出现的问题。同时,针对中小城市房地产项目的目标市场定位、品牌推广、产品设计、推广渠道、广告策略几个方面进行了分析,并提出了解决方法。研究表明,中小城市的房地产项目只有通过缜密的市场调研,了解城市特性、风俗习惯,寻找到适合当地的产品设计、营销模式、传播途径和广告形式,才能取得成功。在实证研究中,论文通过对菏泽三希堂项目的全过程参与,详细阐述和分析了三希堂项目的差异化营销之路。研究表明,无论是在大型城市已经取得成功的企业,还是在中小城市本土已经建立了品牌知名度的企业,房地产企业都应注重项目营销的差异化创新。论文研究了差异化营销在中小城市房地产项目中的应用,对中小城市房地产营销创新问题进行了有益探讨,通过总结出一套既科学又切实可行的中小城市差异化营销运作框架,为更多的房地产开发企业提供指导和借鉴。论文的创新之处在于将差异化营销和中小城市的房地产市场相结合,不同于以往理论研究只针对宏观层面或单一项目的做法。同时,通过中小城市实际项目的操作来实践营销差异化的理论和方法,使理论与实践相互印证,以期对在中小城市发展的房地产企业在项目营销实践上起到一定的指导作用。
[Abstract]:With the acceleration of urbanization in China, the state has cracked down on speculation in the real estate sector through policy control, and the traditional real estate development hot spot, the first-tier city market, has begun to shrink. Many large developers in large and medium-sized cities have turned to small and medium-sized cities. After entering the small and medium-sized city market, many housing enterprises have achieved success, but also many enterprises do not accept, resulting in a variety of problems. In view of this problem, the paper expounds the characteristics, opportunities and possible risks of the real estate market in small and medium-sized cities, and through the lack of small and medium-sized city housing enterprises in project marketing, At the same time, the paper analyzes the target market orientation, brand promotion, product design, marketing channel and advertising strategy of real estate projects in small and medium-sized cities. The research shows that the real estate projects in small and medium-sized cities can only find out the characteristics of the city, the customs and habits, the product design, the marketing mode, the way of communication and the form of advertisement through careful market research. To succeed. In the empirical research, the thesis elaborates and analyzes the road of the differentiated marketing of Sanxitang project by participating in the whole process of Heze Sanxitang project. In small and medium-sized cities, local enterprises have established brand awareness, real estate enterprises should pay attention to project marketing differentiation innovation. This paper studies the application of differential marketing in real estate projects in small and medium-sized cities, and probes into the innovation of real estate marketing in small and medium-sized cities. By summing up a set of scientific and feasible framework of differential marketing in small and medium-sized cities, The innovation of this paper lies in the combination of differentiation marketing and the real estate market in small and medium-sized cities, which is different from the previous theoretical research that only aims at macro level or single project. The theory and method of marketing differentiation are put into practice through the operation of actual projects in small and medium-sized cities, so that the theory and practice can be proved mutually, in order to play a certain guiding role in the project marketing practice for the real estate enterprises developing in small and medium-sized cities.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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