武高科房地产公司新地东方明珠项目营销策略研究

发布时间：2018-05-06 03:35

本文选题：武高科房地产公司 + 新地东方明珠项目　；参考：《湖南大学》2013年硕士论文

【摘要】：近年来，我国房地产市场快速发展，房价越来越高，经过2010年快速增长，商品房价格飞涨从一个单纯的经济问题逐步演变成中国的民生问题，引起了国家对房地产行业的再次调控，从一系列的调控政策可以看出国家对房地产调控的决心与力度。然而，国家的这种调控对中小房地产公司来说影响非常不利，很多房地产企业商品房大产企业来说，如何制定房地产项目营销策略是一个关系到公司发展的重要问题。本文以武高科房地产公司新地东方明珠项目为研究对象，首先，从研究的目的和意义出发，对国内外市场营销问题研究现状进行了分析，提出了本文研究的主要内容，阐述了本文的重要研究方法和研究思路。其次，介绍了武高科房地产公司及新地东方明珠项目的基本情况，并且从政治与法律环境、经济环境、社会文化环境、技术环境四个层面对房地产行业的外部宏观环境进行了分析，从需求环境、竞争环境两个层面对房地产整个行业的大致情况进行了分析，综述了公司人力资源、财务与营销资源等方面的状况，提出了武高科房地产公司新地东方明珠项目营销策略制定的原则，对目标消费按阶层、生活圈进行了细分，制定了力争市区的目标，尤其是芙蓉、天心区中高端客户，兼顾周边县市客户也是项目重要客户群，并从产品、风格、功能等方面进行市场定位，具体内容涵盖资源价值、景观价值、配套价值、生活价值、人文价值、区位价值等方面。在此基础上，提出武高科房地产公司新地东方明珠项目4P组合策略。最后，，给出了武高科房地产公司新地东方明珠项目营销策略的实施步骤与实施保障。
[Abstract]:In recent years, the real estate market of our country has developed rapidly, and the housing prices are getting higher and higher. After the rapid growth in 2010, commodity housing prices have skyrocketed from a simple economic problem to a livelihood issue in China. From a series of regulation and control policies, we can see the determination and strength of the state to the real estate regulation and control. However, the national regulation and control of small and medium-sized real estate companies are very adverse. For many real estate enterprises, how to formulate the marketing strategy of real estate projects is an important issue related to the development of the company. This paper takes Xindi Oriental Pearl Project of Wushu Real Estate Company as the research object. First of all, from the purpose and significance of the research, this paper analyzes the domestic and foreign marketing research status quo, and puts forward the main content of this paper. This paper describes the important research methods and research ideas. Secondly, it introduces the basic situation of Wushu real estate company and SHKP Oriental Pearl Project, and from the political and legal environment, economic environment, social and cultural environment, This paper analyzes the external macro environment of the real estate industry from four aspects of the technical environment, analyzes the general situation of the whole real estate industry from the two aspects of the demand environment and the competitive environment, and summarizes the human resources of the company. In the aspects of finance and marketing resources, this paper puts forward the principles of marketing strategy formulation for the project of New Orient Pearl Project of Wushu Real Estate Company, subdivides the target consumption by class and life circle, and formulates the goal of striving for the urban area. In particular, Furong, middle and high-end customers in Tianxin District, taking into account the surrounding counties and cities are also important customer groups of the project, and market positioning is carried out from product, style, function and so on. The specific content covers resource value, landscape value, matching value, etc. Life value, humanistic value, location value and so on. On this basis, the 4 P combination strategy of Xindi Oriental Pearl Project of Wugao Real Estate Company is put forward. Finally, the implementation steps and implementation guarantee of the marketing strategy of Xindi Oriental Pearl Project of Wushu Real Estate Company are given.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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