万翔国际项目营销策略研究

发布时间：2018-04-17 22:03

本文选题：万翔国际 + 写字楼　；参考：《中国海洋大学》2014年硕士论文

【摘要】：在全球经济形势总体处于缓慢复苏，我国宏观经济进入中速增长期的背景下，中国房地产市场在一片“调控声”中保持较快速的发展。住宅市场的“限购、限贷、限价”政策在厦门这个房价几乎与一线城市持平的二线城市愈演愈烈。对住宅市场“从严从紧”的调控，在一定程度上遏制投资、投机性需求的同时，，也将投资者的注意力转向了以写字楼为代表的商业地产上。渐渐地写字楼等商业地产成为了开发商竞相角逐的新舞台。随着新城区的建设和新兴商务区的兴起，厦门写字楼供应量激增，市场供过于求，产品同质化严重。另外，厦门写字楼营销普遍缺乏市场定位和策略指导。因此，研究同质化市场竞争环境下写字楼的营销模式具有较大的理论价值和现实意义。万翔国际项目地处厦门航空港工业与物流园区，是空港物流园区的中档写字楼项目，其营销存在的问题在厦门同质化写字楼市场中具有典型的代表性。通过分析厦门写字楼市场营销环境的特点，并对万翔国际项目进行实地调研和开发商访谈，得出万翔国际项目销售不畅的主要原因在于缺乏明确的市场定位、产品设计不合理、产品定价过高、营销渠道过于单一、营销推广严重不足等。通过对万翔国际项目进行营销环境分析和SWOT分析，在战略营销管理理论的指导下，首先，提出万翔国际项目的营销目标是两年内实现完销；其次，从写字楼购买者、购买能力、购买动机、行业类型等角度对市场进行了细分，并确定了万翔国际项目的目标市场；最后，通过分析万翔国际项目的特殊优势和内外部环境状况，提出了项目“厦门北部湾海空双港首席商务中心”的差异化市场战略定位。影响万翔国际项目销售的主要因素包括产品、价格、渠道、推广和客户，故应从这五大影响因素入手，构建系统的营销策略体系。在产品方面，针对现房写字楼项目可以制定产品改进策略、产品功能组合策略和产品包装策略。在价格方面，除价格制定外，根据实际需要还可以制定价格折扣策略和价格调整策略。在营销渠道方面，除直接销售渠道外，委托代理公司和“一二手房联动”都是可以采用的间接销售渠道。在推广方面，为塑造全方位的营销推广效果，可以建立人员推广、活动推广和媒体推广的三维推广体系。在客户资源方面，需要整合异地客户资源、商会协会客户资源以及大客户资源，以形成强大的客户资源优势，实现营销目标。
[Abstract]:Under the background of the slow recovery of the global economic situation and the entering of the medium speed growth period, China's real estate market has maintained a relatively rapid development in a "sound of regulation and control".The housing market's "limited purchase, loan, price limit" policy in Xiamen, a second-tier city whose house prices are almost equal to first-tier cities, is becoming increasingly fierce.The tight regulation of the housing market, to some extent, to curb investment, speculative demand, but also the attention of investors to commercial real estate represented by office buildings.Gradually, commercial real estate, such as office buildings, has become a new stage for developers to compete for.With the construction of new urban area and the rise of new business district, the supply of office buildings in Xiamen has increased sharply, the market supply has exceeded the demand, and the products have been homogenized seriously.In addition, Xiamen office marketing general lack of market positioning and strategic guidance.Therefore, it is of great theoretical value and practical significance to study the marketing model of office building under the environment of homogeneous market competition.Wanxiang International Project, which is located in Xiamen Airport Industry and Logistics Park, is the middle grade office building project of the Airport Logistics Park. The problems in its marketing are typical in Xiamen homogenized office building market.By analyzing the characteristics of the marketing environment of Xiamen office building, and conducting field investigation and interview with developers on Wanxiang International Project, it is concluded that the main reason for the poor sales of Wanxiang International Project lies in the lack of clear market positioning and unreasonable product design.The product price is too high, the marketing channel is too single, the marketing promotion is seriously insufficient.Based on the analysis of marketing environment and SWOT of Wanxiang international project, under the guidance of strategic marketing management theory, firstly, it is put forward that the marketing target of Wanxiang international project is to complete sales within two years, secondly, from office buyers, purchasing ability,The market is segmented from the perspective of purchase motivation and industry type, and the target market of Wanxiang international project is determined. Finally, by analyzing the special advantages and internal and external environment of Wanxiang international project,This paper puts forward the differentiated market strategic positioning of Xiamen Beibu Gulf Sea and Air double Port Chief Business Center.The main factors influencing the sales of Wanxiang International Project include products, prices, channels, promotion and customers, so we should start with these five factors and construct the system's marketing strategy system.In terms of products, product improvement strategy, product function combination strategy and product packaging strategy can be made for existing office building project.In price, in addition to pricing, according to the actual needs of the price discount strategy and price adjustment strategy.In the marketing channel, in addition to the direct sales channel, the agency company and the "second-hand housing linkage" can be used as indirect sales channels.In the aspect of promotion, in order to create a comprehensive marketing promotion effect, we can establish a three-dimensional promotion system of personnel promotion, activity promotion and media promotion.In the aspect of customer resources, it is necessary to integrate the resources of customers from different places, from the association of chambers of commerce, as well as from the resources of large customers, in order to form a strong advantage of customer resources and to realize the marketing objectives.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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