霖峰一号房地产项目营销策略研究

发布时间：2018-05-27 11:14

本文选题：市场营销 + 霖峰一号　；参考：《广西大学》2014年硕士论文

【摘要】：近年来,我国房地产市场的迅猛发展,使得市场竞争环境日趋激烈,但房地产市场的机遇与挑战也同时并存。在这样的环境中,为更好的推进南宁市房地产市场的发展,广西霖峰房地产有限公司充分发挥自身优势,开发了“霖峰一号”地产项目。对该项目营销策略的探讨,不仅可以提高市场营销人员充分利用现有资源去寻求和发现当前市场潜力的能力,使霖峰一号地产项目能够更顺利的与客户需求对接；而且在对提升该项目自身的品质和营销理念方面具有重要意义,同时将项目中的劣势转化为优势,为霖峰一号项目的可持续发展提供有价值的参考和建议。因此,在高速发展的房地产背景下,霖峰一号地产项目的个案研究对目前房地产项目的营销策略具有一定的现实指导意义。本文以市场营销的相关理论为基础,针对霖峰一号房地产项目的特性并对其营销策略中提出的问题进行分析,结合市场调研及收集的数据制定营销策略解决方案。论文主要分为四个部分对霖峰一号项目的营销策略进行探讨和研究。第一部分阐述国内地产市场的现况。第二部分根据当前房地产营销策略的宏观环境和微观环境,运用SWOT方法深入分析霖峰一号项目的优势、劣势以及机遇和挑战。第三部分根据市场细分及目标市场选择对霖峰一号项目进行市场定位,并根据市场定位制定服务于定位的营销策略。第四部分主要针对霖峰一号项目的顺利开展而提出合理建议,并提出了具体的实施方案和保障措施。
[Abstract]:In recent years, with the rapid development of the real estate market in China, the market competition environment is becoming more and more fierce, but the opportunities and challenges of the real estate market coexist at the same time. In such an environment, in order to better promote the development of Nanning real estate market, Guangxi Linfeng Real Estate Co., Ltd. fully play its own advantages, the development of "Linfeng No. 1" real estate project. The discussion on the marketing strategy of the project can not only improve the ability of the marketers to make full use of the existing resources to seek and discover the current market potential, so that the Linfeng No. 1 real estate project can more smoothly connect with the customer demand; Moreover, it is of great significance in improving the quality and marketing concept of the project itself. At the same time, the inferiority of the project is transformed into an advantage, which provides valuable reference and advice for the sustainable development of the Linfeng No. 1 project. Therefore, under the background of the rapid development of real estate, the case study of Linfeng No. 1 real estate project has certain practical guiding significance to the marketing strategy of the current real estate project. Based on the relevant theories of marketing, this paper analyzes the characteristics of Linfeng No. 1 real estate project and the problems raised in its marketing strategy, and formulates the solution of marketing strategy based on market research and data collection. This paper is divided into four parts to discuss and study the marketing strategy of Linfeng No. 1 project. The first part describes the current situation of the domestic real estate market. According to the macro and micro environment of the current real estate marketing strategy, the second part analyzes the strengths, weaknesses, opportunities and challenges of Linfeng No. 1 project by using SWOT method. In the third part, according to the market segmentation and the target market, the market positioning of Linfeng No. 1 project is carried out, and the marketing strategy serving the positioning is formulated according to the market orientation. The fourth part mainly puts forward reasonable suggestions for the smooth development of Linfeng No. 1 project, and puts forward the concrete implementation scheme and safeguard measures.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F274

【参考文献】