松江城洋房项目营销策略研究

发布时间：2018-05-31 21:59

本文选题：房地产 + 洋房　；参考：《河北工业大学》2014年硕士论文

【摘要】：房地产行业目前是完全面向市场的充分竞争行业，项目的快速销售回款是房地产企业良好运转的基础，，当市场整体环境不好时企业的营销策略就显得非常重要，如何明确细分市场、对目标市场进行有效的推广是房地产企业需要思考的。本文首先分析了目前的国内宏观经济形势及国内房地产行业的发展现状，具体到天津市场及洋房项目的市场现状，然后以松江城洋房项目为例分析了项目原有的营销推广策略，根据市场反应进行的策略调整，根据目前的市场反应通过STP分析明确目标市场，针对营销策略从4P方面给出改进建议，最后对项目营销过程中反应出来的问题进行总结分析，明确房地产公司的项目开发全过程要为最后的市场营销提供支持。
[Abstract]:At present, the real estate industry is a fully competitive industry facing the market completely. The quick sale of the project is the basis for the good operation of the real estate enterprise. When the overall market environment is not good, the marketing strategy of the enterprise is very important. How to subdivide the market clearly and promote the target market effectively is the consideration of real estate enterprises. This paper first analyzes the current domestic macroeconomic situation and the current situation of the development of the domestic real estate industry, specifically to the market in Tianjin and the current situation of the foreign housing project, and then take the Songjiang City Westernized Housing Project as an example to analyze the original marketing and promotion strategy of the project. According to the strategy adjustment of the market response, according to the current market reaction through the STP analysis to clear the target market, to give the improvement suggestion from the 4P aspect to the marketing strategy, finally carries on the summary analysis to the project marketing process reaction out of the question, Identify the real estate company project development process to provide support for the final marketing.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F274

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