紫郡庄园项目的营销推广策略

发布时间：2018-06-30 21:06

本文选题：房地产营销 + 策略　；参考：《河北工业大学》2013年硕士论文

【摘要】：目前房地产市场竞争非常激烈，国家宏观调控政策出台频繁。受政策及全球经济影响，中国房产市场从08年底逐步进入低谷，持续到12年下半年才有所好转。做为中小房地产企业如何提升自身产品的影响力是已成为自身研究的重要课题，，而设计好项目的营销推广策略是中小房地产企业提升影响力、促进产品销售的重要手段。普遍认为未来的几年里，房产行业面临新一轮的洗牌，残酷的优胜劣汰法则将会把中小房产企业淘汰出局。可是船小好调头，小企业战略调整比大型企业要灵活，完全可以利用企业自身资源，突出项目优势，按照市场和公司的情况不断改善经营战略和项目营销推广策略，把危机变成机会，突出重围。本文就是在市场营销理论的指导下，探讨合肥市别墅市场现状和未来发展方向，并围绕这些对紫郡庄园项目进行优劣势分析，将理论溶于实践，在实践中感悟理论，通过分析比较更为清晰的锁定紫郡庄园项目的目标客户群，为该项目的营销推广提供实施策略方案。
[Abstract]:At present the real estate market competition is very fierce, the national macro-control policy issued frequently. Thanks to policy and the global economy, China's housing market began to slide from the end of 2008 to a 12 year period before improving. As a small and medium-sized real estate enterprises how to enhance the impact of their products has become an important issue of their own research, and the design of a good project marketing promotion strategy is an important means for small and medium-sized real estate enterprises to enhance their influence and promote product sales. It is widely believed that in the next few years, the real estate industry will face a new round of reshuffle, the cruel law of survival of the fittest will eliminate small and medium-sized real estate enterprises. However, the boat is small and easy to turn around. Small enterprises are more flexible in strategic adjustment than large enterprises. They can make full use of enterprises' own resources, highlight project advantages, and constantly improve their business strategies and project marketing and promotion strategies according to market and company conditions. Turn the crisis into an opportunity to break through the siege. Under the guidance of marketing theory, this paper probes into the present situation and future development direction of villa market in Hefei, and analyses the merits and demerits of these projects in order to get the theory into practice and realize the theory in practice. By analyzing the target customers of Purple County Manor Project more clearly, this paper provides the implementation strategy for the marketing promotion of the project.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】