G公司天府逸家项目市场营销策略的研究
发布时间：2018-12-15 14:08
【摘要】：房地产发展至今，其国民经济支柱产业的地位日益凹显。但是在开发总量快速上涨的同时，整个市场却呈现出“快涨、快跌”等非理性投资及消费现象。在越来越激烈的竞争环境中，中国房地产企业的营销不再是简单的销售和促销模式，而是开始由此转变到系统的全面营销模式中来。这样以来，房地产企业的思维模式也逐渐发生着转化，即由原来的“供方思维模式”转变为现在的“需方思维模式”，把营销策略研究也上升到了房地产企业的战略发展的高度。 应该说，在之前10年的房地产行业整体上涨中，更多是需求积累、城市化动力的集中爆发，供不应求的市场局面，造成了企业疏于对产品差异化、营销差异化的投入。由于我国房地产市场管控逐渐加强对土地等一级市场的管理，同区域地块的开发条件越来越相似，在产品方面的差异化创新难以多元化的背景下，企业在面临市场压力时，必然要从营销方面寻找竞争力，因而更加深入的对房地产市场营销策略的研究就越来越必要。 文章先结合了房地产市场的宏观环境介绍本文的选题背景，然后从市场营销、房地产市场营销的概念和特征及相关理论基础及研究趋势进行分析，，对“天府逸家”项目所在区域的市场环境进行了调查与研究，通过该项目的营销环境分析，营销现状即地块分析、区域市场分析、SWOT分析、客户和入市的定位分析、最后用实证分析的方法对“天府逸家”项目营销策略即产品、价格、渠道和促销组合进行了全方位的分析。 希望论文的研究成果对G公司和同型企业有一定的指导意义，能达到开发预期的目标。
[Abstract]:Real estate development so far, the status of its national economic pillar industry is increasingly concave. But at the same time, the whole market presents irrational investment and consumption phenomenon, such as "fast rising, fast falling". In the increasingly competitive environment, the marketing of Chinese real estate enterprises is no longer a simple sales and promotion model, but began to change to the overall marketing model of the system. Since then, the thinking mode of real estate enterprises has gradually changed, that is, from the original "supply-side thinking mode" to the "demand-side thinking mode". The marketing strategy research has also risen to the real estate enterprise strategic development height. It should be said that in the previous 10 years of the real estate industry as a whole rising, more demand accumulation, the concentration of urbanization power outbreak, supply in short supply of the market situation, resulting in a lack of product differentiation, marketing differentiation investment. As the management of land and other primary markets is gradually strengthened in our country's real estate market, the conditions of development are more and more similar to those of regional land plots. Under the background of product differentiation and innovation is difficult to diversify, enterprises are facing market pressure. Must look for the competition ability from the marketing aspect, therefore more thorough research to the real estate marketing strategy becomes more and more necessary. This paper first introduces the background of this paper by combining the macro environment of real estate market, and then analyzes the concept and characteristics of marketing, real estate marketing, related theoretical basis and research trend. The market environment of "Tianfu Yiljia" project is investigated and studied. Through the analysis of the marketing environment of the project, the present marketing situation is land analysis, regional market analysis, SWOT analysis, customer and market orientation analysis. In the end, the paper analyzes the marketing strategy of Tianfu Yiljia project, that is, product, price, channel and promotion combination by using the method of empirical analysis. It is hoped that the research results of this paper will have certain guiding significance for G Company and the same type of enterprise, and can achieve the expected goal of development.
【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：2380794
[Abstract]:Real estate development so far, the status of its national economic pillar industry is increasingly concave. But at the same time, the whole market presents irrational investment and consumption phenomenon, such as "fast rising, fast falling". In the increasingly competitive environment, the marketing of Chinese real estate enterprises is no longer a simple sales and promotion model, but began to change to the overall marketing model of the system. Since then, the thinking mode of real estate enterprises has gradually changed, that is, from the original "supply-side thinking mode" to the "demand-side thinking mode". The marketing strategy research has also risen to the real estate enterprise strategic development height. It should be said that in the previous 10 years of the real estate industry as a whole rising, more demand accumulation, the concentration of urbanization power outbreak, supply in short supply of the market situation, resulting in a lack of product differentiation, marketing differentiation investment. As the management of land and other primary markets is gradually strengthened in our country's real estate market, the conditions of development are more and more similar to those of regional land plots. Under the background of product differentiation and innovation is difficult to diversify, enterprises are facing market pressure. Must look for the competition ability from the marketing aspect, therefore more thorough research to the real estate marketing strategy becomes more and more necessary. This paper first introduces the background of this paper by combining the macro environment of real estate market, and then analyzes the concept and characteristics of marketing, real estate marketing, related theoretical basis and research trend. The market environment of "Tianfu Yiljia" project is investigated and studied. Through the analysis of the marketing environment of the project, the present marketing situation is land analysis, regional market analysis, SWOT analysis, customer and market orientation analysis. In the end, the paper analyzes the marketing strategy of Tianfu Yiljia project, that is, product, price, channel and promotion combination by using the method of empirical analysis. It is hoped that the research results of this paper will have certain guiding significance for G Company and the same type of enterprise, and can achieve the expected goal of development.
【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
【参考文献】
相关期刊论文 前4条
1 宋春红;苏敬勤;;论房地产开发项目可行性研究[J];基建优化;2006年01期
2 戴秀胜;;论物业管理在房地产业中的重要地位[J];现代商贸工业;2009年23期
3 杜宇;;试论房地产营销策略[J];中国科技信息;2006年04期
4 焦光旭;;当前环境下房地产营销策略建议[J];魅力中国;2009年21期
本文编号：2380794
本文链接：https://www.wllwen.com/jingjilunwen/fangdichanjingjilunwen/2380794.html
