HF公司横琴新区房地产项目营销策略研究
发布时间：2018-11-21 20:50
【摘要】：自2011年经国务院批准《横琴总体发展规划》正式实施以后,横琴新区正逐步建设成在一国两制下探索粤港澳合作新模式的经济示范区,为粤、港、澳三地合作搭建坚实的桥梁。随着横琴新区“粤、港、澳”合作新模式的建设工作开展,新区将逐步成为港、澳地区居民新的生活区及日常工作的重点“配套生活区”。本文以HF公司在横琴新区的住宅房地产项目为研究对象,通过运用“SWOT"分析法对该项目的内部环境与外部环境的综合分析,对本项目开发建设以及成品销售所面临的机遇与挑战、优势与劣势等四个方面对横琴新区的发展进行分析。横琴的发展为HF公司的房地产业务带来不可估量的发展机遇,但同时亦面临国家对房地产业发展的适度控制态度,为HF公司在未来楼盘销售的营销工作亦带来极大的挑战。在通过“SWOT"对本项目内外部的优劣因素分析结果的基础上,结合4P营销理论对本项目产品开发建设与设计的定位、目标销售价格的定位、多渠道销售的策略定位以及产品促销的策略定位等四方面提出市场营销策略的建议。最后,通过对现阶段项目销售前期推广效果做初步后评价分析,HF公司通过利用4P营销理论对横琴项目所做出的市场营销策略得到较为理想的推广效果,有效加速本项目推出市场的销售。本文通过“SWOT”分析法与4P营销理论的相结合,对HF公司的横琴住宅房地产项目在市场营销策略的决策与定位所进行的探讨与建议,为HF公司制定营销策略有一定的实际参考意义。
[Abstract]:Since the implementation of the General Development Plan of Hengqin approved by the State Council in 2011, Hengqin New area is gradually being built into an economic demonstration area under one country, two systems to explore the new model of cooperation between Guangdong, Hong Kong and Macao, and to build a solid bridge for the cooperation of Guangdong, Hong Kong and Macao. With the construction of the new cooperation mode of "Guangdong, Hong Kong, and Macao" in Hengqin New area, the new area will gradually become a new living area for residents in Hong Kong and Macao, as well as a key "supporting living area" for daily work. This paper takes the residential real estate project of HF Company in Hengqin New District as the research object, through the use of "SWOT" analysis of the project's internal and external environment comprehensive analysis, This paper analyzes the development of Hengqin New area from the following four aspects: opportunities and challenges, advantages and disadvantages in the development and construction of the project and the sales of finished products. The development of Hengqin brings inestimable opportunities for the real estate business of HF Company, but also faces the moderate control attitude of the state to the development of real estate industry, which brings great challenge to the marketing work of HF Company in the future sale of real estate. On the basis of analyzing the internal and external advantages and disadvantages of the project through "SWOT", combined with the 4P marketing theory, the positioning of the product development, construction and design of the project, the positioning of the target sales price, This paper puts forward the suggestions of marketing strategy from four aspects: the strategic orientation of multi-channel sales and the strategic orientation of product promotion. Finally, through the preliminary post-evaluation analysis on the pre-marketing effect of the current project, HF Company obtains a more ideal promotion effect by using 4P marketing theory to make marketing strategy for Hengqin project. Effectively accelerate the marketing of this project. Through the combination of "SWOT" analysis method and 4P marketing theory, this paper discusses and proposes the marketing strategy of Hengqin residential real estate project of HF Company, which is based on the combination of "SWOT" analysis method and 4P marketing theory. The development of marketing strategy for HF company has certain practical reference significance.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23
本文编号：2348229
[Abstract]:Since the implementation of the General Development Plan of Hengqin approved by the State Council in 2011, Hengqin New area is gradually being built into an economic demonstration area under one country, two systems to explore the new model of cooperation between Guangdong, Hong Kong and Macao, and to build a solid bridge for the cooperation of Guangdong, Hong Kong and Macao. With the construction of the new cooperation mode of "Guangdong, Hong Kong, and Macao" in Hengqin New area, the new area will gradually become a new living area for residents in Hong Kong and Macao, as well as a key "supporting living area" for daily work. This paper takes the residential real estate project of HF Company in Hengqin New District as the research object, through the use of "SWOT" analysis of the project's internal and external environment comprehensive analysis, This paper analyzes the development of Hengqin New area from the following four aspects: opportunities and challenges, advantages and disadvantages in the development and construction of the project and the sales of finished products. The development of Hengqin brings inestimable opportunities for the real estate business of HF Company, but also faces the moderate control attitude of the state to the development of real estate industry, which brings great challenge to the marketing work of HF Company in the future sale of real estate. On the basis of analyzing the internal and external advantages and disadvantages of the project through "SWOT", combined with the 4P marketing theory, the positioning of the product development, construction and design of the project, the positioning of the target sales price, This paper puts forward the suggestions of marketing strategy from four aspects: the strategic orientation of multi-channel sales and the strategic orientation of product promotion. Finally, through the preliminary post-evaluation analysis on the pre-marketing effect of the current project, HF Company obtains a more ideal promotion effect by using 4P marketing theory to make marketing strategy for Hengqin project. Effectively accelerate the marketing of this project. Through the combination of "SWOT" analysis method and 4P marketing theory, this paper discusses and proposes the marketing strategy of Hengqin residential real estate project of HF Company, which is based on the combination of "SWOT" analysis method and 4P marketing theory. The development of marketing strategy for HF company has certain practical reference significance.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23
【参考文献】
相关硕士学位论文 前3条
1 刘鑫;天津中部新城北起步区房地产营销策略研究[D];大连海事大学;2012年
2 江瑞俊;SDQ公司海外市场营销战略研究[D];西南交通大学;2012年
3 曹莉;比利时E公司在中国的市场营销战略研究[D];西南交通大学;2013年
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