唐山A房地产开发有限公司GG大厦项目营销策略分析与设计

发布时间：2018-04-23 05:23

本文选题：STP战略 + 4P理论　；参考：《河北大学》2013年硕士论文

【摘要】：经过多年发展,我国房地产市场已由卖方市场转向卖方市场,过去以“开发为中心”的房地产开发理念已经不能顺应竞争激烈的市场发展需求，以“营销策略”为中心的开发理念逐渐成为房地产开发公司必须经历的开发思维转型。但是，大量的房地产企业在转型过程中，并没有完全理解以“营销策略”为中心的开发理念核心内容，对“STP”战略中的市场细分、确定目标市场和项目定位的轻视和对传统4P/4ps理论的不关注，同时对新出现一些新营销理论难以接受，导致在营销过程中出现了一系列的问题，，最终企业集中了大量资源、人力物力财力并没有收到很好市场营销的效果。本文在对目前房地产市场出现营销理论进行了梳理整理的基础上，重点结合STP战略和4P理论同时结合了唐山A房地产开发有限公司的GG大厦项目实际情况，对项目操盘过程中的一系列过程进行了详细的分析，对过程中出现的问题进行了反思，希望能为公司未来开发项目提供经验。本论文首先对相关国内外研究进行了综述，然后仔细的分析了GG大厦项目市场营销环境，主要包括项目外部环境、内部环境、SWOT分析，接下来对唐山GG大厦项目市场营销策略进行了认真梳理，从结合STP战略的产品定位、客户定位、渠道定位、促销定位等等，最后，本论文提出了如何保障项目营销策略得以执行的具体可行方法。本论文研究基于实战操盘项目，在对唐山市场有了大量详实的实地调研数据上进行的，并在最后对如何保障策略执行方面也提出了中肯建议，相信对二三线城市的中小房地产企业进行市场营销有较大实际参考和指导作用。
[Abstract]:After years of development, the real estate market in our country has changed from the seller market to the seller market. In the past, the concept of "development-centered" real estate development has been unable to meet the fierce market development needs. The concept of "marketing strategy" has gradually become the transformation of the development thinking that the real estate development company must go through. However, a large number of real estate enterprises in the process of transformation, and not fully understand the "marketing strategy" as the core content of the development concept, "STP" strategy of market segmentation, At the same time, it is difficult to accept some new marketing theories, which leads to a series of problems in the marketing process. Finally, the enterprise concentrates a lot of resources. Human and material resources have not received very good marketing results. On the basis of combing and sorting out the present theory of real estate market marketing, this paper combines the STP strategy and 4P theory with the actual situation of the GG building project of Tangshan A Real Estate Development Co., Ltd at the same time. This paper makes a detailed analysis of a series of processes in the course of project handling, reflects on the problems in the process, and hopes to provide the company with experience in the future development of the project. This paper first summarizes the relevant domestic and foreign research, then carefully analyzes the GG building project marketing environment, mainly including the project external environment, the internal environment SWOT analysis, Then the marketing strategy of Tangshan GG Building project is carefully combed, from product positioning, customer positioning, channel positioning, promotion positioning and so on combined with STP strategy, finally, This paper puts forward how to ensure that the project marketing strategy can be carried out. In this paper, based on the actual operation project, there are a lot of detailed field research data on Tangshan market, and at the end of the paper, some pertinent suggestions on how to ensure the implementation of the strategy are put forward. It is believed that the marketing of small and medium-sized real estate enterprises in the second and third tier cities has a greater practical reference and guidance role.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】