豪宅营销策略研究
发布时间：2018-09-11 14:20
【摘要】：随着我国经济的快速增长,人们对住宅有了更高层次的需求,房地产业发展迅猛,豪宅已经成为现代房地产业的主流之一,这其中准确的营销策略起了至关重要的作用。营销策略被广泛地运用于各个学科并形成了相对完整的理论体系。事实上,我国房地产业对于豪宅的营销管理仍然处于初期,需要从理论和实践双方面进行完善,并最终形成适合我国消费者的豪宅营销理论。本文在梳理豪宅营销理论的发展历程后,试图借鉴国外相对成熟的经验,分析并解决存在的问题,为新的豪宅营销策略建立理论依据。 论文在阐述论文的背景、目的及意义、论文的研究思路与方法的基础上,从营销基础理论的历史发展进程、营销的“三个四”理论及其发展过程、适用于豪宅销售的营销策略等方面进行说明。进而分别从豪宅的特点、上海豪宅发展现状及趋势等方面进行分析。这部分为本文的重点部分之一,为下一步营销策略制定打下基础。紧接着论文主要阐述豪宅客户的界定、豪宅客户的基本特征、豪宅客户行为习惯、豪宅客户特征差异化等。最后,以CITY ONE项目为例,针对集团在豪宅营销上面临的情况,分别在整合营销、公关营销、品牌营销以及广告宣传策略四个方面,为公司提出豪宅营销对策和改进措施。
[Abstract]:With the rapid growth of China's economy, people have a higher level of demand for housing, the real estate industry has developed rapidly, luxury housing has become one of the mainstream of the modern real estate industry, among which the accurate marketing strategy has played a vital role. Marketing strategies are widely used in various disciplines and form a relatively complete theoretical system. In fact, the marketing management of luxury houses in real estate industry is still in its infancy, which needs to be perfected both in theory and practice, and finally to form the theory of luxury house marketing suitable for Chinese consumers. After combing the development course of the luxury house marketing theory, this paper tries to draw lessons from the relatively mature experience of foreign countries, analyze and solve the existing problems, and establish the theoretical basis for the new luxury house marketing strategy. On the basis of explaining the background, purpose and significance of the thesis, the research ideas and methods of the thesis, from the historical development process of marketing basic theory, the "three four" theory of marketing and its development process, Applicable to the sale of luxury housing marketing strategy and other aspects of explanation. And then from the characteristics of luxury houses, Shanghai luxury housing development status and trends are analyzed. This part is one of the key parts of this paper, laying the foundation for the next marketing strategy formulation. Then the paper mainly expounds the definition of luxury customers, the basic characteristics of luxury house customers, the behavior habits of luxury house customers, the differentiation of the characteristics of luxury house customers and so on. Finally, taking the CITY ONE project as an example, aiming at the situation that the group faces in the luxury house marketing, this paper puts forward the countermeasures and improvement measures for the company in the four aspects of integrated marketing, public relations marketing, brand marketing and advertising promotion strategy.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4
[Abstract]:With the rapid growth of China's economy, people have a higher level of demand for housing, the real estate industry has developed rapidly, luxury housing has become one of the mainstream of the modern real estate industry, among which the accurate marketing strategy has played a vital role. Marketing strategies are widely used in various disciplines and form a relatively complete theoretical system. In fact, the marketing management of luxury houses in real estate industry is still in its infancy, which needs to be perfected both in theory and practice, and finally to form the theory of luxury house marketing suitable for Chinese consumers. After combing the development course of the luxury house marketing theory, this paper tries to draw lessons from the relatively mature experience of foreign countries, analyze and solve the existing problems, and establish the theoretical basis for the new luxury house marketing strategy. On the basis of explaining the background, purpose and significance of the thesis, the research ideas and methods of the thesis, from the historical development process of marketing basic theory, the "three four" theory of marketing and its development process, Applicable to the sale of luxury housing marketing strategy and other aspects of explanation. And then from the characteristics of luxury houses, Shanghai luxury housing development status and trends are analyzed. This part is one of the key parts of this paper, laying the foundation for the next marketing strategy formulation. Then the paper mainly expounds the definition of luxury customers, the basic characteristics of luxury house customers, the behavior habits of luxury house customers, the differentiation of the characteristics of luxury house customers and so on. Finally, taking the CITY ONE project as an example, aiming at the situation that the group faces in the luxury house marketing, this paper puts forward the countermeasures and improvement measures for the company in the four aspects of integrated marketing, public relations marketing, brand marketing and advertising promotion strategy.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4
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