合沃公司和顺东方花园项目营销策略研究

发布时间：2018-06-02 07:23

本文选题：房地产市场 + 和顺东方花园　；参考：《安徽大学》2014年硕士论文

【摘要】：我国房地产经过二十多年的发展,特别是房地产二级市场近十年内的飞速发展,目前市场已从价格竞争、质量竞争逐步走向品牌竞争。4R营销理论,着眼于营销全程中建立起的买卖双方之间情感沟通的桥梁,买方与卖方能相互理解,相互支持。中小房地产企业如果想实现可持续发展,保持和提升市场竞争力,就必须对客户的愿望及时的回复和反应,及时满足客户的需求,建立与客户的利益关联,从而建立自身品牌赢得长期和稳定的市场。作为房地产企业,导入4R营销,是当前市场竞争日益白热化的客观需要。本文以合肥沃尔特置业发展有限公司的和顺东方花园项目为样本,结合本项目自身特点及房地产区域性特点,通过理论分析和市场调研,在本项目大量翔实的一手销售信息基础上,提出了基于4R营销理论指导下针对本项目四期组团的市场推广策略。本文第一章介绍了选题背景、目的和研究意义并总结了国内外现有的研究成果,阐明本论文的研究思路与方法、研究的框架和重点以及可能的创新点。第二章回顾和阐述了房地产营销的相关理论及流程,同时对4P、4C、4R三种营销组合理论在房地产中的应用进行了比较分析。第三章介绍了和顺东方花园项目的营销现状,并对项目营销推广中存在的问题进行深入分析。第四章分析了当前的市场宏观环境,对区域市场进行了分析和预测。同时对项目进行了SWOT分析和项目竞争者分析。第五章作者在对项目问题和市场现状分析的基础上,针对即将推出市场的四期组团,提出了基于4R理论的市场推广策略建议,从顾客关联、市场反应、关系营销和利益回报四个方面进行分析论述,并提出了策略的具体实施计划和控制措施。最后一章,作者总结了本文研究成果,并对当前房地产市场营销及发展趋势进行了展望。通过本文研究,力图弥补合沃公司和顺东方花园项目在前期营销策略实施中的不足,并为今后的营销策略制订提供有效的借鉴与指导。
[Abstract]:After more than 20 years of development, especially the rapid development of the secondary market of real estate in the past ten years, the market has gradually moved from price competition and quality competition to the marketing theory of brand competition. The buyer and seller can understand each other and support each other. If small and medium-sized real estate enterprises want to achieve sustainable development and maintain and enhance market competitiveness, they must respond to the wishes of customers in a timely manner, meet the needs of customers in a timely manner, and establish a relationship with the interests of customers. Thus establish own brand to win long-term and stable market. As a real estate enterprise, the introduction of 4 R marketing is the objective need of increasing market competition. This paper takes the project of Heshun Oriental Garden of Hefei Walter property Development Co., Ltd. as a sample, combining the characteristics of this project and the regional characteristics of real estate, through theoretical analysis and market research. On the basis of abundant and accurate primary sales information of this project, this paper puts forward the marketing promotion strategy based on 4R marketing theory for the fourth period of the project. The first chapter introduces the background, purpose and significance of the topic, summarizes the existing research results at home and abroad, illustrates the research ideas and methods, the framework and focus of the research and possible innovations. The second chapter reviews and expounds the related theories and processes of real estate marketing, and makes a comparative analysis on the application of 4PX 4CX 4R marketing combination theory in real estate. The third chapter introduces the marketing situation of Heshun Oriental Garden Project, and analyzes the problems existing in the project marketing promotion. The fourth chapter analyzes the current market macro-environment, and analyzes and forecasts the regional market. At the same time, the project SWOT analysis and project competitor analysis. In the fifth chapter, based on the analysis of the project problems and the current market situation, the author puts forward the suggestions of marketing promotion strategy based on 4R theory, which is based on customer association and market reaction. Four aspects of relationship marketing and profit return are analyzed and discussed, and the implementation plan and control measures of the strategy are put forward. In the last chapter, the author summarizes the research results and prospects the current real estate marketing and development trend. Through the research of this paper, the author tries to make up for the deficiency of Hefo Company and Shun Dongfang Garden Project in the early stage of marketing strategy implementation, and to provide effective reference and guidance for future marketing strategy formulation.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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