金域府邸房地产项目营销策略研究

发布时间：2018-04-09 17:11

本文选题：房地产项目　切入点：市场营销策略　出处：《青岛科技大学》2017年硕士论文

【摘要】：房地产行业是我国国民经济的支柱产业,也是关系国计民生的大事,国家对房地产行业能否健康持续发展十分关注,近年来陆续出台了一系列调控政策。虽然我国的房地产企业起步较晚,但发展较快,经过几年的发展已从原来的卖方市场转向买方市场,消费者的对房屋品质、小区环境、软硬件设施等要求越来越高,加之同质商品房供应充足,房地产市场竞争日趋激烈。企业要在激烈的市场竞争中立于不败之地,不但取决于开发的商品房是否有特色并且吸引顾客,更重要的是要将房地产项目开发和市场营销两者同时连接起来进行研究,并强调两者之间的相互作用和影响,这也是本文的一个创新点。本文通过引入全周期的营销理念,采用文献研究法、案例研究法、综合比较研究法、分类分析法等研究方法,对金域府邸房地产开发项目市场营销策略进行研究,针对金域府邸项目的现状通过运用4Ps理论、4Cs理论、SWOT分析、STP分析、PEST分析对该项目进行全方位、深层次的分析,最终得出了一套适合该项目的产品策略、渠道策略、价格策略、公共关系策略等。金域府邸项目是T公司开发的第一个房地产项目,成功的市场营销策略不但可以快速实现项目的销售和企业的利润,同时有助于T公司建立起一套完整的项目开发和市场营销理论体系,希望该项目的开发和市场营销经验可以对类似项目在制定营销策略时起到借鉴作用。
[Abstract]:The real estate industry is not only the pillar industry of our national economy, but also a major event related to the national economy and people's livelihood. The state pays great attention to the healthy and sustainable development of the real estate industry, and in recent years has issued a series of regulation and control policies.Although the real estate enterprises in our country started relatively late, they developed rapidly. After several years' development, they have shifted from the original seller's market to the buyer's market, and consumers' demands on housing quality, residential environment, hardware and software facilities are becoming more and more high.Coupled with adequate supply of homogeneous commercial housing, real estate market competition is becoming increasingly fierce.Enterprises in the fierce market competition in an invincible position, not only depends on whether the commercial housing development has characteristics and attract customers, more important is to link the real estate project development and marketing research.And emphasizes the interaction and the influence between the two, this also is an innovation point of this paper.This paper studies the marketing strategy of the real estate development project of Jinyu residence by introducing the whole cycle marketing concept, adopting the literature research method, the case study method, the comprehensive comparison research method, the classification analysis method and so on research method, the article carries on the research to the Jinyu residence real estate development project marketing strategy.In view of the present situation of the Jinyu residence project, through the use of 4Ps theory / 4Cs theory to analyze the project and the pest analysis, a set of product strategy, channel strategy and price strategy suitable for the project are obtained.Public relations strategy, etc.Jinyu residence Project is the first real estate project developed by T Company. Successful marketing strategy can not only quickly realize the sales of the project and the profits of the enterprise.At the same time, it is helpful for T Company to set up a complete theoretical system of project development and marketing. It is hoped that the development and marketing experience of this project can be used for reference in the formulation of marketing strategies for similar projects.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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