吉宝置业纯正游艇生活别墅项目营销策划研究

发布时间：2018-04-15 11:35

本文选题：营销策划 + SWOT　；参考：《兰州大学》2014年硕士论文

【摘要】：2003年至今,国内房地产市场经历了黄金的发展10年。为了满足消费者不断提高的居住需求,房地产市场上出现了很多不同名目的居住产品,如独栋别墅、双拼别墅、四[V屋、联排别墅、叠墅等。这些产品还被融入了很多不同的特色或概念,如高尔夫别墅、外国风情小镇、温泉别墅、山海别墅等。但在目前的市场上,能真正将纯正的游艇生活方式融入到别墅上的产品还非常罕见。其实,近年来市场也出现过很多以游艇生活方式为宣传噱头的别墅产品,但其产品本身仅仅只是有几艘游艇停放在项目内有水的地方,对于体现真正游艇生活方式实质的功能设施、服务配套却无迹可寻。一方面可能因为开发企业缺乏对游艇生活方式需求的理解,另一方面也可能是项目本身条件的限制等,导致开发企业无法实现纯正游艇生活方式别墅的打造。在这样的市场背景下,吉宝置业全方位打造一个配套完善、味道纯正的差异化游艇生活项目,可以填补区域市场的空白,为未来的市场运作提供有效的战略支撑。本文从客观严谨的市场调研分析入手,针对项目的区域经济发展情况、产业发展特点、项目所在市场区域的需求差异等进行分析,结合企业的自身情况,对项目的优势、劣势、面临的机会和威胁进行梳理,制定本项目的SWOT战略以及确定本项目的目标客户群和产品的市场定位；然后运用4Cs营销理论,着重从消费者策略、成本策略、方便策略、沟通策略等方面制定本项目的营销策划方案；最后,本文提出确保上述营销策划方案实施的保障措施和相应的评价体系。期待本文的研究成果能为其他类似项目带来一些借鉴和启发。
[Abstract]:Since 2003, the domestic real estate market has experienced the development of gold for 10 years.In order to meet the increasing living demand of consumers, there are many different residential products in the real estate market, such as single-family villa, double villa, four [V] house, townhouse, stacked villa and so on.These products are also incorporated into many different features or concepts, such as golf villas, foreign towns, hot spring villas, mountain villas and so on.But in the current market, the real integration of pure yacht lifestyle into the villa products are very rare.In fact, in recent years, there have been many villa products with yacht lifestyle as publicity gimmick, but the products themselves are only a few yachts parked in the project where there is water.For the real yacht life style of the essence of the functional facilities, the service is nowhere to be found.On the one hand, the lack of understanding of the yacht lifestyle needs of the development enterprises, on the other hand, the project itself may also be limited, resulting in the development enterprise can not achieve the building of pure yacht lifestyle villa.In such a market background, Jibao property to create a complete set of perfect, pure taste of differentiated yacht life project, can fill the gap in the regional market, for the future market operation to provide effective strategic support.Starting with objective and rigorous market research and analysis, this paper analyzes the regional economic development of the project, the characteristics of industrial development, the demand difference of the market region where the project is located, and combines the enterprise's own situation to analyze the advantages and disadvantages of the project.The opportunities and threats are combed out, the SWOT strategy of the project is formulated, and the target customer group and the market positioning of the product are determined. Then, using the 4Cs marketing theory, the author focuses on consumer strategy, cost strategy, convenience strategy, etc.Finally, this paper puts forward the guarantee measures and the corresponding evaluation system to ensure the implementation of the above marketing planning scheme.It is expected that the research results of this paper can bring some reference and inspiration for other similar projects.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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