证大光明城三期房地产项目市场销售策略研究
发布时间：2018-09-10 07:25
【摘要】：地产十年，一直伴随着我国改革开放的不断深入以及城镇化的不断推进，见证了房地产前所未有的高速发展，房地产市场化的繁荣。这一切对于一名从业者也是一种挑战，面对市场变革，客户专业化提高，市场细分制定有效的市场营销策略，抢占先机，赢得市场份额，是一名地产营销人体现自我价值的关键所在。 在竞争激烈的市场竞争中，营销在很大程度上决定了企业的成败。很多人都搞不清楚“营销”与“销售”的区别，简言之，营销是过程，销售是结果。 在当前条件下，对于房地产企业来说，所面临的市场环境更是复杂的、多变的。然而，在同样的市场环境中，有的房地产企业却能迎难而上，能在逆境中求得生存与发展，销售业绩与市场份额都取得了巨大成绩；而有的房地产企业却是处境困难，甚至是举步维艰。 本论文研究的目的基于多年的营销工作内容的不断变化和充实，本着对企业的负责精神和深厚感情，旨在对证大光明城项目一期，二期进行有效的总结，梳理思路，总结分析客户属性，客户需求，对位产品功能定位等方面，对三期销售前期，销售中期，销售后期进行计划和安排，达到过程可控，过程优化，目的明确，兑现结果的目的。 本论文通过证大光明城三期营销开盘准备的全过程，通过总结归纳了政策，竞品对位分析，项目自身及客户群体的优劣势分析，公司内部分析，公司品牌升级情况等方面，结合MBA课程所学的理论进行了有目的的总结。 本文根据房地产营销的相关理论，联系了几年来房地产的实际，，通过回顾分析案例校正房地产营销相关策略的特点与不同规律。从而在实战中更好地将实践经验进行系统化的陈述和表达，对于未来面对市场的严峻考验和团队建设，从业人员的深度考核意义重大。 论文从四个方面入手，首先从对证大光明城项目所处区域市场进行简要介绍，认识市场的特点及规律。其次是结合项目运营全过程分析政策，竞争对手，项目本体的优劣势确定项目定位及策略。最后是在实操层面围绕营销费用及管理方式方法组织项目的销售。
[Abstract]:Ten years of real estate, along with the deepening of China's reform and opening up and urbanization, witnessed the unprecedented rapid development of real estate, real estate market prosperity. All this is also a challenge for a practitioner. In the face of market changes, customer specialization, market segmentation, effective marketing strategies, preemption and market share. Is a real estate marketer to reflect the key to self-worth. In the fierce competition in the market, marketing to a large extent determines the success or failure of the enterprise. Many people don't know the difference between marketing and sales. In short, marketing is a process, and sales is the result. Under the current conditions, the market environment faced by real estate enterprises is more complex and changeable. However, in the same market environment, some real estate enterprises are able to face the difficulties, can survive and develop in adversity, and have made great achievements in sales performance and market share, while some real estate enterprises are in a difficult situation. Or even struggling. The purpose of this paper is based on the continuous changes and enrichment of the marketing work content for many years, in line with the spirit of responsibility and deep feelings to the enterprise, the purpose of this paper is to effectively summarize and sort out the ideas of the first phase and the second phase of the Great Guangming City Project. Summarize and analyze the customer attribute, customer demand, function orientation of the product, plan and arrange the pre-sale period, the middle sale period and the later sales period, so that the process can be controlled, the process optimized, the purpose clear and the result realized. Through the whole process of preparing for the opening of the third phase of marketing, this paper summarizes the policy, the analysis of competing products, the analysis of the advantages and disadvantages of the project itself and the customer group, the internal analysis of the company, the situation of brand upgrading, and so on. Combined with the theory of MBA course, the author summarized it purposefully. According to the theory of real estate marketing, this paper combines the reality of real estate in the past few years, and corrects the characteristics and different laws of real estate marketing strategies by reviewing and analyzing cases. Therefore, it is of great significance to systematize and express the practical experience in the actual combat to face the severe test of the market and team building in the future, and the in-depth assessment of the practitioners is of great significance. This paper starts with four aspects, first of all, it introduces the regional market of Daguang City project briefly, and understands the characteristics and laws of the market. Secondly, combined with the whole process of project operation analysis policy, competitors, the advantages and disadvantages of the project ontology to determine the project positioning and strategy. Finally, in the practical level around marketing costs and management methods to organize the project sales.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.52
本文编号：2233775
[Abstract]:Ten years of real estate, along with the deepening of China's reform and opening up and urbanization, witnessed the unprecedented rapid development of real estate, real estate market prosperity. All this is also a challenge for a practitioner. In the face of market changes, customer specialization, market segmentation, effective marketing strategies, preemption and market share. Is a real estate marketer to reflect the key to self-worth. In the fierce competition in the market, marketing to a large extent determines the success or failure of the enterprise. Many people don't know the difference between marketing and sales. In short, marketing is a process, and sales is the result. Under the current conditions, the market environment faced by real estate enterprises is more complex and changeable. However, in the same market environment, some real estate enterprises are able to face the difficulties, can survive and develop in adversity, and have made great achievements in sales performance and market share, while some real estate enterprises are in a difficult situation. Or even struggling. The purpose of this paper is based on the continuous changes and enrichment of the marketing work content for many years, in line with the spirit of responsibility and deep feelings to the enterprise, the purpose of this paper is to effectively summarize and sort out the ideas of the first phase and the second phase of the Great Guangming City Project. Summarize and analyze the customer attribute, customer demand, function orientation of the product, plan and arrange the pre-sale period, the middle sale period and the later sales period, so that the process can be controlled, the process optimized, the purpose clear and the result realized. Through the whole process of preparing for the opening of the third phase of marketing, this paper summarizes the policy, the analysis of competing products, the analysis of the advantages and disadvantages of the project itself and the customer group, the internal analysis of the company, the situation of brand upgrading, and so on. Combined with the theory of MBA course, the author summarized it purposefully. According to the theory of real estate marketing, this paper combines the reality of real estate in the past few years, and corrects the characteristics and different laws of real estate marketing strategies by reviewing and analyzing cases. Therefore, it is of great significance to systematize and express the practical experience in the actual combat to face the severe test of the market and team building in the future, and the in-depth assessment of the practitioners is of great significance. This paper starts with four aspects, first of all, it introduces the regional market of Daguang City project briefly, and understands the characteristics and laws of the market. Secondly, combined with the whole process of project operation analysis policy, competitors, the advantages and disadvantages of the project ontology to determine the project positioning and strategy. Finally, in the practical level around marketing costs and management methods to organize the project sales.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.52
【参考文献】
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1 叶继英;;民族品牌如何实现二次创业[J];管理科学文摘;2005年07期
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