成都HJ置业公司营销策略研究
发布时间：2019-06-17 21:50
【摘要】：成都HJ置业公司是一家房地产开发企业，主营房地产住宅开发，在2011年与2012年分别开发销售了A、B两个区域相邻，产品相同、规模相似的住宅楼盘，其中A项目在2011年顺利清盘，B项目在2012年却只完成同比A项目的一半的销售业绩，成都HJ置业公司的B项目销售业绩严重滑坡，其营销上是否存在着问题，这是本论文需要研究解决的。 本文在现有经济、政策的背景下，以成都HJ置业公司为研究对象，采用数据统计方法对HJ置业公司目前所处的房地产行业环境、现行营销策略及营销数据进行了分析，重点对行业房地产网络营销的发展趋势及HJ公司可利用的房地产网络资源进行了研究，找出了该公司近期业绩下滑的主要原因是只沿用传统的营销模式而没有启用新型网络营销模式。通过充分解析房地产X项目运用网络营销的成功案例，同时总结了成都HJ置业公司现行营销策略的优势与劣势，并对网络营销在该公司的STP与4P营销策略上的应用进行了可行性分析研究，制定了“传统+网络的组合营销实施方案”，其主要特点不仅是创新的提出了通过网络营销可以使房地产项目的市场细分、选择、定位更为精准，而且通过网络营销能够促进房地产产品销售的渠道与促销，从而使公司在充分利用互联网及房地产网络营销平台的基础上，提高销售业绩。 通过采用方案应用分析方法，对“传统+网络的组合营销实施方案”进行预测，，实施本方案，可提高公司营销策略制定的精准性、加快楼盘的销售周期，完成销售目标，节约财务成本，可以使成都HJ置业公司的现行的营销问题得到解决。 期望新的销售模式能对房地产的住宅销售起到促进与推广的作用。
[Abstract]:Chengdu HJ Real Estate Co., Ltd. is a real estate development enterprise. It is a real estate development enterprise. In 2011 and 2012, two residential buildings, which are adjacent to the two regions of A and B, with the same product and similar scale, are developed and sold in 2011 and 2012, of which the A project was successfully wound up in 2011. B. In 2012, only half of the sales performance of a year-on-year A project was completed, and the sales performance of the B project of Chengdu HJ Real Estate Co., Ltd. was serious, and there was a problem in its marketing. In this paper, under the background of the existing economy and policy, the real estate industry environment, the current marketing strategy and the marketing data of HJ Real Estate Co., Ltd. In this paper, the development trend of the real estate network marketing and the real estate network resources available by the HJ company are studied, and the main reason for the recent performance decline of the company is to follow the traditional marketing model and not to enable the new network marketing mode By fully analyzing the successful case of the real estate X project using the network marketing, the advantages and disadvantages of the current marketing strategy of Chengdu HJ Real Estate Co., Ltd. are summarized, and the application of the network marketing in the company's STP and 4P marketing strategy is analyzed and studied. >, its main characteristics are not only the introduction of the innovation, the market segmentation, selection and positioning of the real estate project can be made more accurate through the network marketing, and the channel and the promotion of the real estate product sales can be promoted through the network marketing pin, so that the company can make full use of the Internet and the real estate network marketing platform, and improve the sales industry Performance: The "combined marketing implementation of traditional + network" is predicted and implemented by adopting the scheme application analysis method, so that the accuracy of the company's marketing strategy can be improved, the sales cycle of the building is accelerated, the sales target is finished, and the money is saved. The current marketing problem of Chengdu HJ Real Estate Co., Ltd. can be made by the cost of the service. To solve. It is expected that the new sales model can promote the housing sales of the real estate
【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：2501288
[Abstract]:Chengdu HJ Real Estate Co., Ltd. is a real estate development enterprise. It is a real estate development enterprise. In 2011 and 2012, two residential buildings, which are adjacent to the two regions of A and B, with the same product and similar scale, are developed and sold in 2011 and 2012, of which the A project was successfully wound up in 2011. B. In 2012, only half of the sales performance of a year-on-year A project was completed, and the sales performance of the B project of Chengdu HJ Real Estate Co., Ltd. was serious, and there was a problem in its marketing. In this paper, under the background of the existing economy and policy, the real estate industry environment, the current marketing strategy and the marketing data of HJ Real Estate Co., Ltd. In this paper, the development trend of the real estate network marketing and the real estate network resources available by the HJ company are studied, and the main reason for the recent performance decline of the company is to follow the traditional marketing model and not to enable the new network marketing mode By fully analyzing the successful case of the real estate X project using the network marketing, the advantages and disadvantages of the current marketing strategy of Chengdu HJ Real Estate Co., Ltd. are summarized, and the application of the network marketing in the company's STP and 4P marketing strategy is analyzed and studied. >, its main characteristics are not only the introduction of the innovation, the market segmentation, selection and positioning of the real estate project can be made more accurate through the network marketing, and the channel and the promotion of the real estate product sales can be promoted through the network marketing pin, so that the company can make full use of the Internet and the real estate network marketing platform, and improve the sales industry Performance: The "combined marketing implementation of traditional + network" is predicted and implemented by adopting the scheme application analysis method, so that the accuracy of the company's marketing strategy can be improved, the sales cycle of the building is accelerated, the sales target is finished, and the money is saved. The current marketing problem of Chengdu HJ Real Estate Co., Ltd. can be made by the cost of the service. To solve. It is expected that the new sales model can promote the housing sales of the real estate
【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1条
1 王林博;;体验式营销——物业营销学的“一米阳光”[J];城市开发;2011年17期
本文编号：2501288
本文链接：https://www.wllwen.com/jingjilunwen/fangdichanjingjilunwen/2501288.html
