星语林汀湘十里项目营销策略研究

发布时间：2017-12-31 03:28

本文关键词：星语林汀湘十里项目营销策略研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的平稳快速发展,房地产行业也获得了极大的发展。房地产市场日益规范,进入门槛越来越高、竞争也越来越激烈。房地产营销的成功与否将直接决定开发公司能否在市场上生存、发展。星语林汀湘十里项目是长沙创普集团投资开发的一个新中式湖湘文化亲水大盘,在竞争日趋激烈的市场中,星语林汀湘十里项目必须依托自身的独特优势,制定并实施正确的营销策略,才有可能在市场中脱颖而出。本文针对消费者的现实和潜在需求进行了市场调查、整理并从宏观、中观、微观三个层面分析了项目面临的市场营销环境。在此基础上,利用SWOT分析矩阵分析了项目自身在产品及营销条件上的优势、劣势,以及在外部市场中的机遇、挑战。然后,根据建立在4C架构上的4P理论,构想了差异化的项目圈层营销策略,并最终确定了实施营销策略的步骤及具体做法。本文认为,营销控制是整个营销策略的一个必要组成部分,它能够使企业更主动地对市场变化进行反应,帮助企业构建经营竞争优势。为确保本文所提出营销策略的实施,文章对营销节奏、推售进度、销售价格等方面提出了营销控制的思想及具体标准。同时,房地产项目营销措施的有效实施离不开企业内部资源的支持,本文还从人力资源及组织保障、报批报建及工程建设保障、资金保障等方面思考如何保障项目营销策略的有效实施。本论文的研究成果不仅会对该项目的成功运作起到决策性的作用、直接有助于促进项目销售,还将对开发企业长沙创普集团的经营管理等方面起到有益的促进作用。
[Abstract]:With the steady and rapid development of China's economy, the real estate industry has gained great development. The real estate market is increasingly standardized, and higher barriers to entry, competition has become increasingly fierce. The real estate marketing success will directly determine the development company can survive in the market development. In ten star Tingxiang forest project Changsha is creating a new Chinese culture hydrophilic Pu Group investment in the development of the market, in the increasingly fierce market competition, the ten star in Tingxiang forest project must rely on their own unique advantages, formulate and implement the correct marketing strategy, is only possible in the market. This talent shows itself for the consumer market survey's reality and potential demand the finishing and from the macro, meso and micro three level analysis of the project's marketing environment. On the basis of this analysis, matrix analysis of the project itself in the product and the use of SWOT Marketing advantages, disadvantages, opportunities and challenges, in the external market. Then, according to the 4C architecture on the 4P theory, the concept of differentiated marketing strategy project circle, and ultimately determine the steps of implementing the marketing strategy and practice. This paper argues that the marketing control is one of the necessary part of the marketing strategy, it can make enterprises more active in response to changes in the market, help the competitive advantage. In order to ensure that the proposed implementation of the marketing strategy, the marketing rhythm, sales progress, put forward the idea of marketing control and the specific standard sales price and so on. At the same time, the effective implementation of marketing measures of real estate projects cannot do without the support of internal resources, the human resources and organizational security, Java and construction security, financial security and other aspects on how to guarantee the project The effective implementation of marketing strategy will not only play a decisive role in the successful operation of the project, but also directly contribute to the promotion of project sales, and will also play a beneficial role in promoting the management and operation of Changsha Chuang Pu Group.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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