上海宝格丽酒店式公寓的市场营销策略研究

发布时间：2018-06-01 00:14

本文选题：奢侈品 + 酒店式公寓　；参考：《华东师范大学》2017年硕士论文

【摘要】：近年来,中国房地产行业正在发生着深刻变化,政策放宽,2015年两次降准降息,销售额屡创新高,一线城市高端、稀缺项目供不应求。酒店式公寓在房产投资市场中异军突起,其中奢侈品跨界房地产的新产品——奢侈品牌酒店式公寓凭借优质的品牌影响力、品质保证和高端私属的酒店式服务,赢得了更多高净值投资者的青睐。然而,现阶段奢侈品牌酒店式公寓还处在探索式发展时期,如何开发和推广也还处在起步阶段,相关研究案例少,很有必要对此展开探究。上海宝格丽酒店式公寓是奢侈品酒店式公寓的一个代表,本文主要从四个方面对其市场营销模式进行分析研究。首先,对奢侈品、酒店式公寓和整合营销传播等进行研究梳理,归纳出奢侈品和房地产合作的形式;然后,分析奢侈品、酒店式公寓和奢侈品跨界房地产的市场和消费者行为发展现状;再以奢侈品跨界房地产项目上海宝格丽酒店式公寓的市场营销为例,剖析上海宝格丽酒店式公寓市场营销的要素与关系;最后通过归纳总结,构建出上海宝格丽酒店式公寓市场营销的模式。本文通过对上海宝格丽酒店式公寓的市场营销策略研究,探索构建出上海宝格丽酒店式公寓市场营销的模式,以期对未来更多的奢侈品牌公寓营销团队开发项目的市场营销推广有所启发。
[Abstract]:In recent years, China's real estate industry is undergoing profound changes, policy relaxation, two rate cuts in 2015, sales hit record highs, high-end cities, scarce projects in short supply. Hotel-style apartments have sprung up in the real estate investment market. Among them, luxury brand hotel-style apartments, new products of luxury cross-border real estate, have high quality brand influence, quality assurance and high-end private hotel service. Won the favor of more high net worth investors. However, the luxury brand hotel-style apartment is still in the exploratory development period, how to develop and promote is still in the initial stage, the relevant research cases are few, it is necessary to explore this. Shanghai Bulgari hotel apartment is a representative of luxury hotel apartment. This paper analyzes its marketing model from four aspects. First of all, the luxury goods, hotel apartments and integrated marketing communication are studied, and the forms of cooperation between luxury goods and real estate are summed up, and then, the luxury goods are analyzed. The present situation of the development of the market and consumer behavior of the hotel apartment and luxury goods cross-border real estate; and then take the marketing of Shanghai Bulgari hotel apartment as an example. This paper analyzes the factors and relationships of the marketing of Shanghai Bulgari Hotel-style apartment, and finally constructs the marketing model of Shanghai Bulgari Hotel-style apartment by summing up. Based on the study of the marketing strategy of Shanghai Bulgari hotel apartment, this paper explores and constructs the marketing model of Shanghai Bulgari hotel apartment. In order to more luxury brand apartment marketing team development project marketing promotion inspired.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.2

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