沈阳绿地置业有限公司营销策略研究

发布时间：2018-02-28 22:14

本文关键词： 房地产开发营销策略市场细分市场定位　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：经过多年高速发展，我国房地产行业已经成为国民经济的支柱产业，房地产企业在促进社会繁荣发展、提高国家经济水平方面，，发挥了其应尽的职责和作用。当前我国正在全面推进城镇化建设和新农村建设，各地区房地产企业不断加大对房地产产业的投资力度，我国正经历着房地产卖方市场逐渐转变为买方市场的变化。由于我国拥有数量庞大的人口，加之经济的飞速发展，人们生活水平不断得到提升，对于住房条件的要求越来越严苛，而房地产企业要想获得利润的最大化，就必须想尽一切办法去做好市场营销工作，一方面努力开发出能够迎合广大住房消费者高要求的住房产品，另一方面采取合适的营销策略去吸引消费者倾向于购买自家的住房产品，此外，房地产企业还应当注重自身综合实力的提升，以适应日趋激烈的房地产市场竞争。沈阳绿地置业有限公司自成立以来终坚持“绿地，让生活更美好”的企业宗旨，为市场所需，通过产业经营与资本经营并举发展，已形成目前“房地产主业突出，能源、金融等相关产业并举发展”的产业布局。然而，目前公司在沈阳房地产市场上的品牌知名度、占有率、客户忠诚度不是很高，在市场营销方面存在诸多问题，例如，在产品设计与规划方面不能综合考虑目标顾客的需求，在开发新楼盘时往往会脱离实际，不管顾客是否需要，不管是否适合现实的市场需求；公司所采取的价格策略与顾客导向定价法相背离，所依据的价格营销理论要么简单的套用市场营销结论，要么以楼盘分析、运作例子堆砌而成，一会儿是半价革命，一会儿优惠多少打多少折。每个推出的楼盘价格距离拉的太大使消费者无法接受；在产品促销手段和理念方面存在诸多不足之处，在主体方面的选择也没有突出个性特点，创新能力不强；公司的销售人员在经验和能力方面有待进一步提升；等等。这些问题在很大程度上制约了公司的发展，不利于公司住房产品更好、更迅速地推广向市场。本文在研究沈阳绿地置业有限公司营销现状和存在问题的基础上，对公司的宏观、微观营销环境、内部优劣势等进行了分析，运用STP战略分析工具对公司的市场细分、目标市场选择、市场定位进行了研究，并探讨了公司在产品、价格、渠道和促销四个方面应当采取的营销策略，最后从资金、组织与人力资源、技术和制度四个方面提出了公司营销策略的保障措施。希望通过本文的研究，可以为沈阳绿地置业有限公司乃至我国房地产企业实施有效地4P营销策略提供理论方法指导和案例参考。
[Abstract]:After years of rapid development, China's real estate industry has become a pillar industry of the national economy. Real estate enterprises are promoting social prosperity and improving the national economic level. At present, China is comprehensively promoting the construction of urbanization and the construction of new rural areas, and the real estate enterprises in various regions are constantly increasing their investment in the real estate industry. Our country is experiencing the change from the real estate seller market to the buyer's market. Due to the large population and the rapid development of economy, people's living standard has been continuously improved. The requirements for housing conditions are becoming more and more stringent, and real estate companies must do everything they can to do a good job of marketing if they want to maximize their profits. On the one hand, we are trying to develop housing products that can meet the high requirements of the vast number of housing consumers, on the other hand, we should adopt appropriate marketing strategies to attract consumers to purchase their own housing products. Real estate enterprises should also pay attention to their comprehensive strength to adapt to the increasingly fierce competition in the real estate market. Since its establishment, Shenyang Green Land property Co., Ltd. has insisted on the enterprise aim of "green space, better life", which is needed by the market. Through the development of industrial management and capital management, it has formed the current "outstanding real estate industry and energy," However, at present, the company's brand awareness, share, and customer loyalty in the Shenyang real estate market are not very high, and there are many problems in marketing, such as, In the aspect of product design and planning, the needs of the target customers can not be considered comprehensively, and the development of new buildings is often divorced from the reality, no matter whether the customers need it or not, whether it is suitable for the actual market demand; The price strategy adopted by the company deviates from the customer-oriented pricing method. The price marketing theory is based on either a simple application of marketing conclusions or a piling up of real estate analysis, operation examples, and then a half-price revolution. After a while, the prices of each offer were too large to be accepted by consumers; there were many deficiencies in the means and concepts of product promotion, and the choice of the main body did not highlight the individual characteristics. The innovation ability is not strong; the company's sales staff needs to be further improved in experience and ability; and so on. These problems greatly restrict the development of the company, which is not conducive to the company's housing products better, more rapid promotion to the market. On the basis of studying the present marketing situation and existing problems of Shenyang Green Land property Co., Ltd., this paper analyzes the macro, micro marketing environment, internal advantages and disadvantages of the company, and uses the STP strategic analysis tool to segment the market of the company. The choice of target market, market orientation, and the marketing strategies of the company in the aspects of product, price, channel and promotion are discussed, and finally, from the aspects of capital, organization and human resources, the paper discusses the marketing strategies that should be adopted by the company in terms of product, price, channel and promotion. Four aspects of technology and system put forward the company's marketing strategy protection measures. It can provide theory and method guidance and case reference for Shenyang Green Land property Co., Ltd and real estate enterprises in our country to carry out 4P marketing strategy effectively.
【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】：F274;F299.233.4

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