ZX公司G项目市场定位及营销策略研究
发布时间：2018-09-13 13:45
【摘要】：目前,国内的房地产行业已经进入激烈的竞争时代。房地产开发商越来越意识到市场定位工作的关键。要开展房地产项目的市场定位,首先要做的是项目前期的市场定位相关准备工作。进入以消费者为导向的商业模式以来,房地产开发项目不管是前期的设计、施工过程还是销售,所有阶段的工作都是建立在市场定位基础上的。可以说,市场定位工作的水平在一定程度上决定了房地产项目开发的成功或者失败。目前,国内的房地产项目大多存在定位不完全准确的现象,导致房地产项目在销售过程中的市场匹配程度大打折扣。本研究是基于G项目的市场定位与营销规划研究,基本研究内容如下:首先介绍了本研究的选题依据、研究意义、市场定位的国内研究现状综述,并介绍了本文的研究架构;第二章为基本理论与方法介绍,本章重点介绍了市场定位、房地产项目市场定位的基本内容与基本原则;第三章为本项目的内外部环境分析,首先介绍了公司及业务经营状况,接下来对项目的宏观环境(经济政策、经济发展水平、政治环境)、项目地址情况与资金实力、项目的SWOT进行了介绍;第四章为基于STP分析方法的G项目市场定位内容。本部分首先对G项目度假区的基本情况包括乐园、住宅与商业区的规划与基本情况进行了介绍。接下来对项目的交通情况进行了介绍。结合第三章SWOT分析的内容、借助于STP分析法,确定了项目的市场细分-目标市场选择-市场定位研究,确定了项目的重点客户群体。第五章为营销规划研究,主要从项目设计、打造市场竞品、营销策略的制定与物业服务四个方面展开。最后是结论与展望。本研究对G房地产项目进行了市场定位与营销规划研究。本文的研究是立足于项目工程实际情况基础之上的,对于G房地产项目的营销管理起到了一定的指导作用。文章在确定房地产项目市场定位过程中所利用的方法与思路也适用于同行业企业的营销管理过程。
[Abstract]:At present, the domestic real estate industry has entered an era of fierce competition. Real estate developers are increasingly aware of the key to market positioning. To carry out the market positioning of real estate projects, the first thing to do is the preparation of market positioning in the early stage of the project. Since entering the consumer-oriented business model, the real estate development project is based on the market orientation, regardless of the pre-stage design, construction process or sales. It can be said that the level of market positioning determines the success or failure of real estate development to a certain extent. At present, most of the real estate projects in China have the phenomenon of inaccurate positioning, which results in the market matching degree of the real estate projects in the process of sale greatly reduced. This research is based on the G project of market positioning and marketing planning research, the basic research content is as follows: first, introduced the research topic basis, the research significance, the market positioning domestic research present situation summary, and introduced this article research structure; The second chapter is the basic theory and method introduction, this chapter mainly introduces the market orientation, the real estate project market localization basic content and the basic principle, the third chapter is the project internal and external environment analysis, first introduced the company and the business operation situation, Then the macro-environment (economic policy, economic development level, political environment), the project address and financial strength, the SWOT of the project are introduced. The fourth chapter is the market positioning content of G project based on the STP analysis method. This part first introduces the basic situation of G project resorts, including park, residential and commercial district planning and basic information. Next, the traffic situation of the project is introduced. Combined with the content of SWOT analysis in the third chapter, with the help of STP analysis, the market segmentation, target market selection and market positioning of the project are determined, and the key customer groups of the project are determined. The fifth chapter is marketing planning research, mainly from four aspects: project design, market competition, marketing strategy formulation and property service. Finally, the conclusion and prospect are given. This research has carried on the market localization and the marketing plan research to the G real estate project. The research of this paper is based on the actual situation of the project, and plays a guiding role in the marketing management of G real estate project. The methods and ideas used in the process of determining the market orientation of real estate projects are also applicable to the marketing management process of the same industry enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4
[Abstract]:At present, the domestic real estate industry has entered an era of fierce competition. Real estate developers are increasingly aware of the key to market positioning. To carry out the market positioning of real estate projects, the first thing to do is the preparation of market positioning in the early stage of the project. Since entering the consumer-oriented business model, the real estate development project is based on the market orientation, regardless of the pre-stage design, construction process or sales. It can be said that the level of market positioning determines the success or failure of real estate development to a certain extent. At present, most of the real estate projects in China have the phenomenon of inaccurate positioning, which results in the market matching degree of the real estate projects in the process of sale greatly reduced. This research is based on the G project of market positioning and marketing planning research, the basic research content is as follows: first, introduced the research topic basis, the research significance, the market positioning domestic research present situation summary, and introduced this article research structure; The second chapter is the basic theory and method introduction, this chapter mainly introduces the market orientation, the real estate project market localization basic content and the basic principle, the third chapter is the project internal and external environment analysis, first introduced the company and the business operation situation, Then the macro-environment (economic policy, economic development level, political environment), the project address and financial strength, the SWOT of the project are introduced. The fourth chapter is the market positioning content of G project based on the STP analysis method. This part first introduces the basic situation of G project resorts, including park, residential and commercial district planning and basic information. Next, the traffic situation of the project is introduced. Combined with the content of SWOT analysis in the third chapter, with the help of STP analysis, the market segmentation, target market selection and market positioning of the project are determined, and the key customer groups of the project are determined. The fifth chapter is marketing planning research, mainly from four aspects: project design, market competition, marketing strategy formulation and property service. Finally, the conclusion and prospect are given. This research has carried on the market localization and the marketing plan research to the G real estate project. The research of this paper is based on the actual situation of the project, and plays a guiding role in the marketing management of G real estate project. The methods and ideas used in the process of determining the market orientation of real estate projects are also applicable to the marketing management process of the same industry enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4
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