TS房产公司DC项目营销战略定位研究
发布时间：2018-07-31 09:24
【摘要】：国内房地产行业在近年来已经慢慢进入激烈的竞争时代，房地产开发商也慢慢已经意识到了盲目地，没有目的地进行市场营销是不能适应市场需求的，任何项目要想取得成功就必须进行正确的营销定位。本研究在对TS房地产公司DC项目进行市场调研与充分分析基础上确定了市场定位与营销战略。 本研究的研究内容如下：首先介绍了文章的选题背景、研究内容、研究意义与研究方法；第二章介绍了房地产营销、市场定位以及STP营销理论；第三章主要对DC项目的背景，，从宏观经济环境、政策环境以及房地产市场现状等方面深入分析了目前DC项目的影响因素；第四章为基于DC项目的房地产营销定位设计部分本部分首先利用问卷调查确定了市场细分的内容，接下来通过市场吸引力分析与竞争性分析得到了目标市场确定的内容；第五章为目标市场影响因素指标体系建立与评价部分。本章首先通过电话访谈与问卷调查的方式确定了DC项目的购房影响因素指标构成。接下来利用AHP确定了指标的重要性程度，并通过问卷调查确定了每个指标的建设水平得分，通过评价模型得出了目前DC项目的改进点；第六章针对第五章分析的结论给出了相应的对策研究。 本研究的研究结论为TS房地产公司DC项目的战略定位与营销提供了直接的理论与方法指导，可以进一步提高DC项目的营销水平。另外，本研究所使用的购房影响指标评价模型与方法也可以为本行业其他企业所借鉴。
[Abstract]:The real estate industry in China has slowly entered a fierce competition in recent years, and real estate developers have gradually become aware of the blind, without the purpose of marketing marketing is not suitable for the market demand, any project to achieve success must be correct marketing positioning. This study in the TS Real Estate Company DC project On the basis of market research and full analysis, the market positioning and marketing strategy are determined.
The contents of this study are as follows: first, it introduces the background of the topic, the research content, the significance and the research method; the second chapter introduces the real estate marketing, the market positioning and the STP marketing theory; the third chapter is mainly about the background of the DC project, from the macro economic environment, the policy environment and the real estate market status and so on. The influence factors of the current DC project are analyzed. The fourth chapter determines the content of the market segmentation by using the questionnaire survey in the part of the real estate marketing positioning design based on the DC project. Then the content of the target market is obtained through the market attraction analysis and competitive analysis, and the fifth chapter is the target market influence factor index. System establishment and evaluation part. First of all, this chapter determines the index composition of the influence factors of the DC project by telephone interview and questionnaire survey. Next, we use AHP to determine the importance of the index, and determine the level of the construction level of each index through a questionnaire survey, and get the improvement of the current DC project through the evaluation model. The sixth chapter gives corresponding countermeasures for the conclusion of the fifth chapter.
The conclusion of this study provides direct theoretical and methodological guidance for the strategic positioning and marketing of the TS Real Estate Company DC project, which can further improve the marketing level of the DC project. In addition, the evaluation model and method used by this study can also be used for reference by other enterprises in this industry.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
本文编号：2155146
[Abstract]:The real estate industry in China has slowly entered a fierce competition in recent years, and real estate developers have gradually become aware of the blind, without the purpose of marketing marketing is not suitable for the market demand, any project to achieve success must be correct marketing positioning. This study in the TS Real Estate Company DC project On the basis of market research and full analysis, the market positioning and marketing strategy are determined.
The contents of this study are as follows: first, it introduces the background of the topic, the research content, the significance and the research method; the second chapter introduces the real estate marketing, the market positioning and the STP marketing theory; the third chapter is mainly about the background of the DC project, from the macro economic environment, the policy environment and the real estate market status and so on. The influence factors of the current DC project are analyzed. The fourth chapter determines the content of the market segmentation by using the questionnaire survey in the part of the real estate marketing positioning design based on the DC project. Then the content of the target market is obtained through the market attraction analysis and competitive analysis, and the fifth chapter is the target market influence factor index. System establishment and evaluation part. First of all, this chapter determines the index composition of the influence factors of the DC project by telephone interview and questionnaire survey. Next, we use AHP to determine the importance of the index, and determine the level of the construction level of each index through a questionnaire survey, and get the improvement of the current DC project through the evaluation model. The sixth chapter gives corresponding countermeasures for the conclusion of the fifth chapter.
The conclusion of this study provides direct theoretical and methodological guidance for the strategic positioning and marketing of the TS Real Estate Company DC project, which can further improve the marketing level of the DC project. In addition, the evaluation model and method used by this study can also be used for reference by other enterprises in this industry.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
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