潍坊奥文国际房地产项目营销策略研究

发布时间：2018-09-03 14:07

【摘要】：近年来,房地产行业面临越来越激烈的市场竞争,好的营销策略,对房地产企业越来越重要,通过营销策略的研究,可以更好地了解房地产项目的价值,通过目标客户群的定位与分析以及项目自身的形象包装,确定推广思路、阶段及手段,可以制定出适合项目自身的营销策略,进而顺利的实现项目的价值。论文首先在了解国内外研究现状以及调研潍坊市房地产市场,包括潍坊市房地产市场供需特征、潍坊市房地产住宅市场价格走势预测、潍坊市房地产市场发展趋势分析、潍坊市商品房住宅市场容量分析的基础上。结合项目概况及主要竞争楼盘分析,进一步项目定位及客户分析,利用4P方法分别从产品、价格、促销、渠道四个方面对项目提出营销策略建议,包括总体营销策略、销售策略、付款方式、项目推广及包装方案、营销进度等方面。主要结论有潍坊奥文国际城项目可以改善区域投资环境,同时,地方政府对招商引资采取更优惠的政策,因此,该项目的投资建设会加快区域经济发展。促进相关产业发展,推动潍坊市经济发展。该项目应该进一步改造产品的户型,对户型的功能进行调整,对内外景观进行美化,对户内外配套设施进行完善,以突出本项目的特色。在产品价格策略方面,以竞争导向定价法为基础,与此同时还要考虑楼层、朝向等影响因素。可以采取低价开盘的策略,并在热销期和清盘期适当上涨。在产品促销方面,以广告、人员、产品为主,并且在促销的过程中紧扣地段、商业优势以及升值潜力等卖点,立足优势、转引劣势,对项目的营销实行差异化策略,并且根据具体情况适时控制与调整。
[Abstract]:In recent years, the real estate industry is facing more and more fierce market competition, good marketing strategy is more and more important to the real estate enterprise, through the research of the marketing strategy, we can better understand the value of the real estate project. Through the positioning and analysis of the target customer group and the image packaging of the project itself, the promotion ideas, stages and means can be determined, and the marketing strategy suitable for the project itself can be worked out, and the value of the project can be realized smoothly. First of all, the paper studies Weifang real estate market at home and abroad, including Weifang real estate market supply and demand characteristics, Weifang real estate market price trend forecast, Weifang real estate market development trend analysis. Weifang commercial housing market capacity analysis on the basis of. Combined with the project general situation and the main competitive real estate analysis, further project positioning and customer analysis, using 4P method respectively from the product, price, promotion, channel four aspects of the project marketing strategy recommendations, including the overall marketing strategy, Sales strategy, payment method, project promotion and packaging plan, marketing schedule and so on. The main conclusion is that Weifang Aowen International City Project can improve the regional investment environment, at the same time, local governments adopt more preferential policies to attract investment, therefore, the investment construction of the project will speed up the regional economic development. Promote the development of related industries, promote the economic development of Weifang City. The project should further reform the household type of the product, adjust the function of the household type, beautify the landscape inside and outside, and perfect the supporting facilities inside and outside the household, so as to highlight the characteristics of the project. In terms of product price strategy, it is based on competitive pricing method, and factors such as floor and orientation should be taken into account at the same time. May take the low price opening strategy, and increases appropriately in the hot sale period and the winding-up period. In the aspect of product promotion, advertising, personnel and products are the main factors, and in the process of promotion, the selling points, such as location, commercial advantage and appreciation potential, are closely attached to the selling points. Based on the advantages, the inferior position is cited, and the marketing strategy of the project is differentiated. And according to the specific situation timely control and adjustment.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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