阳江A房地产项目市场营销策略的研究
发布时间：2022-01-24 18:31
随着社会的发展,房地产行业发生了很大的变化。作为国家的支柱性行业,房地产曾一度成为了投资产品。房子已经不单单只是居住,更具有了投资的属性。经过了近20年的发展,一二线城市可用于房地产开发的土地逐渐减少,各大地产商开始陆续进入三四线城市。三四线城市的房地产市场由原来的卖方市场转变成为买方市场,市场竞争进一步加剧。再加上,近些年来,国家不断综合运用各种手段和措施对房地产市场进行调节和控制,房地产企业想要在市场竞争中获得成功,关键在于房地产的市场营销管理。A集团是中国一级开发资质的房地产开发企业。其开发的产品在全国享有广泛知名度和美誉度,让它成为了一个优质的房地产品牌。但是由于A集团在阳江市房地产开发市场起步较晚,随着市场竞争的加剧,其在营销策略推广方面的不足之处随之显现。A集团旗下的子公司A项目在阳江市房地产市场出现水土不服的情况,难以完成目标销售任务。本文以A项目为研究对象进行案例分析,对A项目的基本情况、宏观环境、阳江市房地产市场现状、竞品项目销售现状、项目定位、营销策略等进行全面分析阐述,指出目前项目所面临的挑战。本文通过对当前房地产市场营销中常见的理论进行归纳和总结,对A项目的相关...
【文章来源】：广东外语外贸大学广东省
【文章页数】：77 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
1.1 Research background
1.2 Research significance
1.3 Research content and methods
1.3.1 Research content
1.3.2 Research methods
2 Related theories of real estate marketing
2.1 The basic theory of marketing
2.2 Relevant theories of real estate marketing
2.3 Related Research on Consumers'Purchase Behavior
3 Case description
3.1 An introduction of A Company
3.2 An Introduction to Project A
3.3 Transportation and surrounding facilities of Project A
3.4 Challenges currently faced by Project A
3.4.1 Low Branding marketing concept
3.4.2 Limited Creation of marketing strategy
3.4.3 The low professional ability of the marketing team
3.4.4 The level of customer relationship management is not high enough
4 Case study
4.1 Macro environment analysis
4.1.1 Policy environment
4.1.2 Economy environment
4.1.3 Social and cultural environment
4.1.4 Technical environment
4.2 Overview of Yangjiang's real estate market
4.2.1 Land transaction
4.2.2 Supply of commercial housing
4.2.3 Sales of commercial housing
4.3 Analysis of competing projects
4.3.1 Project B
4.3.2 Project C
4.3.3 Project D
4.4 The market positioning of Project A
4.4.1 Marketing segmentation of Project A
4.4.2 Target market selection of Project A
4.4.3 Market positioning of Project A
4.5 Project A marketing strategy analysis
4.5.1 Product strategy
4.5.2 Price strategy
4.5.3 Place strategy
4.5.4 Promotion strategy
5 Suggestions and limitations
5.1 Suggestions
5.1.1 Product strategy-brand strategy
5.1.2 Place strategy-build an elite team and innovative channel platform
5.1.3 Promotion strategy-strengthen the diversity of marketing promotions and increase personalized payment methods
5.2 Limitations
REFERENCE
【参考文献】：
期刊论文
[1]基于市场变化下的房地产营销模式变革策略——以成都市场分析为例[J]. 龚长兰. 现代经济信息. 2019(20)
[2]基于网络直播的房地产网络营销策略研究[J]. 张慧,李丽婷,齐文静. 通讯世界. 2019(10)
[3]体验式服务在房地产营销中的运用[J]. 张伟. 住宅与房地产. 2019(28)
[4]基于SWOT分析的房地产行业市场营销观念研究[J]. 李学忠,柳成林,孙丰岩,樊磊,胡延服. 住宅与房地产. 2019(27)
[5]5G时代房地产营销的未来展望、挑战及对策——基于4P理论的分析[J]. 何竞平. 中国房地产. 2019(27)
[6]大数据在房地产市场营销中的应用分析[J]. 吕霁. 营销界. 2019(34)
[7]基于“互联网+房地产”背景下的房地产营销策略[J]. 杨林林,朱金鹤. 营销界. 2019(33)
[8]企业融资现状及改善措施探析——以建筑施工企业为例[J]. 刘念. 现代商业. 2019(12)
[9]浅谈房地产销售渠道模式[J]. 杨静. 中国市场. 2018(31)
[10]互联网背景下4Cs理论在房地产市场营销中的应用[J]. 鲁罗兰,张庆武. 现代商贸工业. 2018(23)
硕士论文
[1]房地产顾客筛选漏斗模型及其BP人工神经网络的实现[D]. 郭红禹.广西大学 2017
本文编号：3607084
【文章来源】：广东外语外贸大学广东省
【文章页数】：77 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
1.1 Research background
1.2 Research significance
1.3 Research content and methods
1.3.1 Research content
1.3.2 Research methods
2 Related theories of real estate marketing
2.1 The basic theory of marketing
2.2 Relevant theories of real estate marketing
2.3 Related Research on Consumers'Purchase Behavior
3 Case description
3.1 An introduction of A Company
3.2 An Introduction to Project A
3.3 Transportation and surrounding facilities of Project A
3.4 Challenges currently faced by Project A
3.4.1 Low Branding marketing concept
3.4.2 Limited Creation of marketing strategy
3.4.3 The low professional ability of the marketing team
3.4.4 The level of customer relationship management is not high enough
4 Case study
4.1 Macro environment analysis
4.1.1 Policy environment
4.1.2 Economy environment
4.1.3 Social and cultural environment
4.1.4 Technical environment
4.2 Overview of Yangjiang's real estate market
4.2.1 Land transaction
4.2.2 Supply of commercial housing
4.2.3 Sales of commercial housing
4.3 Analysis of competing projects
4.3.1 Project B
4.3.2 Project C
4.3.3 Project D
4.4 The market positioning of Project A
4.4.1 Marketing segmentation of Project A
4.4.2 Target market selection of Project A
4.4.3 Market positioning of Project A
4.5 Project A marketing strategy analysis
4.5.1 Product strategy
4.5.2 Price strategy
4.5.3 Place strategy
4.5.4 Promotion strategy
5 Suggestions and limitations
5.1 Suggestions
5.1.1 Product strategy-brand strategy
5.1.2 Place strategy-build an elite team and innovative channel platform
5.1.3 Promotion strategy-strengthen the diversity of marketing promotions and increase personalized payment methods
5.2 Limitations
REFERENCE
【参考文献】：
期刊论文
[1]基于市场变化下的房地产营销模式变革策略——以成都市场分析为例[J]. 龚长兰. 现代经济信息. 2019(20)
[2]基于网络直播的房地产网络营销策略研究[J]. 张慧,李丽婷,齐文静. 通讯世界. 2019(10)
[3]体验式服务在房地产营销中的运用[J]. 张伟. 住宅与房地产. 2019(28)
[4]基于SWOT分析的房地产行业市场营销观念研究[J]. 李学忠,柳成林,孙丰岩,樊磊,胡延服. 住宅与房地产. 2019(27)
[5]5G时代房地产营销的未来展望、挑战及对策——基于4P理论的分析[J]. 何竞平. 中国房地产. 2019(27)
[6]大数据在房地产市场营销中的应用分析[J]. 吕霁. 营销界. 2019(34)
[7]基于“互联网+房地产”背景下的房地产营销策略[J]. 杨林林,朱金鹤. 营销界. 2019(33)
[8]企业融资现状及改善措施探析——以建筑施工企业为例[J]. 刘念. 现代商业. 2019(12)
[9]浅谈房地产销售渠道模式[J]. 杨静. 中国市场. 2018(31)
[10]互联网背景下4Cs理论在房地产市场营销中的应用[J]. 鲁罗兰,张庆武. 现代商贸工业. 2018(23)
硕士论文
[1]房地产顾客筛选漏斗模型及其BP人工神经网络的实现[D]. 郭红禹.广西大学 2017
本文编号：3607084
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