李沧区万达广场项目营销策略研究

发布时间：2018-12-18 04:01

【摘要】：伴随着我国改革开放和经济的迅速发展。房地产市场经济的发展尤为重要,支撑着我国经济的稳定可持续发展,经济的迅速增长,带动着城市化进程的脚部也快速前进,因此,房地产市场的环境收到宏观经济政策的深刻影响。这几年,房地产市场的行情也发生着快速的变化,造成房地产投资的高速增长,高风险的房市严重制约着经济健康发展的趋势。房价上涨的幅度和深度都过高过快,直接影响着消费者对房地产的消费需求,一些地区还因为过热的投资引发社会问题,国家对此,也出台了相关的抑制房价上涨的相关政策和措施,严重的影响着房地产企业的未来发展方向。在机遇和挑战这把双刃剑的环境中,如何制定有效的营销策略是房地产开发商成功与失败的关键因素,即房地产经营进程中必不可缺少的是市场营销策略组合的策划。本文主要采用理论与实证分析结合的方法,通过对项目管理、市场营销、房地产营销理论及近年来创新的营销策略和项目化管理方法进行溯源,研究房地产市场的微观与宏观环境,进而对李沧区万达广场项目进行SWOT分析,结合该案例实证分析营销策略的选择、确定和保障。本文在研究内容上分为七部分。第一部分是引言,主要对本文的研究背景、研究思路、研究方法与创新点等进行简要的概括。第二部分是理论综述,阐述了房地产项目管理、房地产营销的理论基础和策略创新,为本文的分析研究提供理论依据。第三部分是李沧区万达广场项目的整体概况分析,主要是对项目概况、营销环境以及项目本身的进度与成本进行简单的分析,最终在此基础上进行项目的SWOT分析。第四部分是李沧区万达广场项目的营销市场分析,主要分析李沧区万达广场区域市场需求、竞争市场需求以及从住宅客户和商业客户两个角度的客户定位分析,确定目标客户。第五部分是李沧区万达广场项目的营销策略的选择与确定,结合4Ps理论和项目管理的方法,从产品策略、促销策略、渠道策略、品牌策略以及价格策略进行选择和组合创新。第六部分是李沧区万达广场项目保障方案设计,通过对营销策略实施过程中可能出现问题的预测及分析,对营销策略进行有效控制,并提出应对建议和保障措施。第七部分是结语,总结本文研究的主要结论,提出今后房地产营销的发展展望和研究设想。
[Abstract]:With the rapid development of China's reform and opening up and economy. The development of the real estate market economy is particularly important, supporting the stable and sustainable development of our economy, the rapid growth of the economy, driving the rapid progress of the urbanization process, therefore, The environment of the real estate market is deeply influenced by macroeconomic policies. In recent years, the real estate market has also undergone rapid changes, resulting in the rapid growth of real estate investment, the high risk of housing market seriously restricts the healthy development of the economy. The extent and depth of the rise in house prices are too high and too fast, which directly affects consumer demand for real estate. Some regions have also caused social problems because of overheated investment. The state has responded to this. Also issued related policies and measures to curb the rise of house prices, seriously affecting the future development direction of real estate enterprises. In the environment of opportunity and challenge, how to formulate effective marketing strategy is the key factor of success and failure of real estate developer, that is, the planning of marketing strategy combination is indispensable in the process of real estate management. This paper mainly adopts the method of combining theory and empirical analysis to trace the source of project management, marketing, real estate marketing theory, innovative marketing strategies and project management methods in recent years. This paper studies the micro and macro environment of the real estate market, and then carries on the SWOT analysis to the Wanda Square project in the district of Li Cang, and analyzes the choice of the marketing strategy with the example of this case, and determines and guarantees the marketing strategy. This paper is divided into seven parts. The first part is the introduction, mainly to the research background, the research thought, the research method and the innovation point and so on carries on the brief summary. The second part is a theoretical summary, which expounds the theoretical basis and strategy innovation of real estate project management, real estate marketing, and provides the theoretical basis for the analysis and research of this paper. The third part is the analysis of the overall situation of Wanda Square Project in Licang District. It mainly analyzes the general situation of the project, the marketing environment and the progress and cost of the project itself. Finally, the SWOT analysis of the project is carried out on this basis. The fourth part is the marketing market analysis of Wanda Square Project in Licang District. It mainly analyzes the market demand, competitive market demand and customer orientation analysis from two angles of residential and commercial customers, and determines the target customers. The fifth part is the selection and determination of the marketing strategy of Wanda Square Project in LiCang District. Combined with 4Ps theory and project management method, the selection and combination innovation are carried out from product strategy, promotion strategy, channel strategy, brand strategy and price strategy. The sixth part is the project guarantee scheme design of Wanda Square in Licang District. Through the prediction and analysis of the possible problems in the implementation of marketing strategy, the effective control of marketing strategy is carried out, and the corresponding suggestions and safeguard measures are put forward. The seventh part is the conclusion, summarizes the main conclusions of this study, and puts forward the future development prospects and research ideas of real estate marketing.
【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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