原阳县“福祥明都”房地产项目营销策略研究

发布时间：2018-05-15 23:40

本文选题：房地产 + 营销策略　；参考：《西北农林科技大学》2013年硕士论文

【摘要】：随着中国经济发展和社会的进步，近些年来房地产行业发展成长，，逐渐成为国家经济的支柱性产业之一，在国民经济持续稳定发展中起着重要的作用。随着国家对房地产行业制度的出台,房地产行业的发展逐步趋于规范和科学,人们对于房地产的购置也逐渐理性。因此,如何在激烈竞争的市场环境中做出行之有效的营销策略,便是本文研究的主要问题。本文在研究和写作过程中,综合借鉴房地产项目开发、战略管理、市场营销的相关理论,运用对比分析、市场调研等理论与实证分析相结合的方法。首先，通过对原阳县“福祥明都”房地产项目的概况的实地调研，剖析“福祥明都”房地产项目已有的资源和能力。紧接着运用PEST分析工具对“福祥明都”房地产项目营销外部环境展开分析,并运用波特五力模型具体分析了项目的竞争环境。在此基础上,我们利用SWOT方法详尽的分析了“福祥明都”房地产项目自身的优势和劣势，并研究其在市场中可能面临的机遇和挑战,探讨房地产项目营销战略选择与定位,提出了“福祥明都”房地产项目市场开发与渗透战略定位的思路和目标。最后提出了“福祥明都”房地产项目营销组合策略及其战略实施保障措施。同时希望通过“福祥明都”项目市场营销策略的策划实施,为中小房地产行业和其它房地产开发商提供一个科学的、系统的整体策划方案。
[Abstract]:With the development of China's economy and social progress, the real estate industry has gradually become one of the pillar industries in the national economy in recent years, which plays an important role in the sustained and stable development of the national economy. With the introduction of the national system of real estate industry, the development of real estate industry tends to be standardized and scientific, and the purchase of real estate is gradually rational. Therefore, how to make effective marketing strategy in the competitive market environment is the main problem of this paper. In the process of research and writing, this paper uses the relevant theories of real estate project development, strategic management and marketing for reference, and combines the theory of comparative analysis and market research with empirical analysis. First of all, through the field investigation of the real estate project of Fuxiang Mingdu in Yuanyang County, this paper analyzes the resources and ability of the real estate project in Fuxiang Mingdu. Then using the PEST analysis tool to analyze the external environment of the real estate project marketing in Fuxiang Mingdu, and analyze the competition environment of the project by using Porter's five forces model. On this basis, we use the SWOT method to analyze the advantages and disadvantages of Fuxiang Mingdu real estate project in detail, and study the opportunities and challenges it may face in the market, and discuss the choice and orientation of the marketing strategy of the real estate project. This paper puts forward the thinking and goal of the market development and penetration strategy of Fuxiang Mingdu real estate project. Finally, the paper puts forward the marketing mix strategy of Fuxiang Mingdu real estate project and its strategic implementation guarantee measures. At the same time, it is hoped that through the planning and implementation of the marketing strategy of the "Fuxiang Mingdu" project, it will provide a scientific and systematic overall planning scheme for the small and medium-sized real estate industry and other real estate developers.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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