特房国际中心项目营销策略研究

发布时间：2018-06-02 10:37

本文选题：写字楼 + 营销策略　；参考：《厦门大学》2014年硕士论文

【摘要】：随着政府对住宅市场不断加大调控力度,写字楼市场开始回暖,开发商日益看涨写字楼市场,纷纷投资建设写字楼,使厦门写字楼供应量放量增长,并持续保持在较高水平,近5年厦门写字楼年均供应量在291.7万平方米左右。在这样的背景下,由厦门市市属国有企业特房集团开发的厦门首座纯办公双子塔、岛内最高端5A甲级写字楼——特房国际中心项目即将于2014年入市,对于长期从事住宅开发的特房集团而言,制定适应本地写字楼市场营销组合策略是其面临的重要课题。对于房地产项目的营销课题,开发商和策划机构往往注意的是“怎么卖”,反而常常忽视了“卖什么”的问题。本文结合特房国际中心项目的特点,分析了特房集团所处的内外部环境,着重剖析厦门写字楼市场现状,进而对其项目进行了定位,并利用相关营销理论,提出了特房国际中心项目的营销组合策略,即产品策略、定价策略、促销与分销策略。
[Abstract]:With the government's increasing regulation and control of the housing market, the office building market has begun to warm up, and developers are increasingly bullish on the office building market, investing in the construction of office buildings in order to increase the supply of office space in Xiamen and keep it at a higher level. The annual supply of Xiamen office buildings in the past 5 years is about 2.917 million square meters. Against this background, Xiamen's first pure office twin tower, developed by the Xiamen Municipal State-Owned Enterprise Special Room Group, will soon enter the market in 2014. For the special housing group which has been engaged in residential development for a long time, it is an important task to make the marketing mix strategy for local office buildings. For the marketing of real estate projects, developers and planning agencies often pay attention to "how to sell", but often ignore the issue of "what to sell". Based on the characteristics of the special room international center project, this paper analyzes the internal and external environment of the special room group, analyzes the present situation of Xiamen office building market, and then makes a positioning of the project, and makes use of the relevant marketing theory. This paper puts forward the marketing combination strategy of the special room international center project, that is, the product strategy, the pricing strategy, the promotion and the distribution strategy.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F274

【共引文献】