温州万科龙湾花园市场营销案例研究

发布时间：2018-03-12 16:04

本文选题：房地产市场　切入点：宏观调控　出处：《大连理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：在我国国民经济飞速发展的今天,房地产业占据了非常重要的地位。尤其在一些经济相对发达的城市,随着房地产市场化程度的迅速提升,业内竞争已是愈演愈烈。如何在群雄逐鹿中取胜?如何在消费者需求越来越差异化的现状中获得青睐?我国房地产业应该朝着什么方向进行发展?通过对万科温州龙湾花园案例的分析及研究我们将得到解答。本文以分析我国房地产行业当前宏观环境和国家对房地产业所制定的相关政策为基础,结合房地产市场地方差异性的分析,将万科房地产有限公司浙南温州市龙湾中心区龙湾花园开发案作为案例,对其从开发到销售整个过程中的一系列问题进行了详细的剖析和研究,并以定价理论和促销理论为指导,对该案例中所存在定价和营销方面的问题提出了相应的解决方案。本文根据温州地区的购房者的主要情况进行分析,通过进行客户细分,市场细分,制定万科龙湾项目的户型和住房的主要设计开发方向。文章对龙湾地区的房地产开发商的楼盘开发情况、楼盘户型和价格等主要竞争情况进行介绍和分析,根据楼盘开发的成本、消费者以及竞争者的实际情况,分别采用成本导向定价法、需求导向定价法和竞争导向竞争法,对价格进行制定。并根据项目的整体开发情况,制定了各个时期的价格策略和销售策略。万科房地产有限公司浙江温州市龙湾花园这一案例,在当前我国迅猛发展,群雄争霸的房地产市场中具有一定的启发性,因此,通过对该案例的分析和研究,问题的解决中所得到的启示,在一定意义上能有效促进我国房地产市场营销质量的提高,并且对突破房地产销售的瓶颈,促进房地产营销的发展,引领房地产行业走上精细化经营的道路都起到积极重要的作用。
[Abstract]:With the rapid development of our national economy today, the real estate industry occupies a very important position. Especially in some cities with relatively developed economy, with the rapid promotion of the marketization of real estate, Competition in the industry has become increasingly fierce. How to win in the crowd? How to get more and more favor in the current situation of consumers' demand differentiation? What direction should the real estate industry develop in our country? Through the analysis and research on the case of Wanke Wenzhou Longwan Garden, we will get the solution. This paper is based on the analysis of the current macro environment of the real estate industry in our country and the relevant policies made by the state to the real estate industry, and combined with the analysis of the local differences in the real estate market. Taking the case of Longwan Garden Development in the central district of Longwan City, Wenzhou City, South Zhejiang Province as a case study, a series of problems in the whole process from development to sale are analyzed and studied in detail. Under the guidance of pricing theory and sales promotion theory, this paper puts forward corresponding solutions to the problems in pricing and marketing in this case. Market segmentation, formulation of the Huxing type of Vanke Longwan project and the main direction of housing design and development. The article introduces and analyzes the main competition situation of real estate developers in Longwan area, housing types and prices, etc. According to the cost of real estate development, the actual situation of consumers and competitors, the cost oriented pricing method, the demand oriented pricing method and the competition oriented competition law are adopted, respectively. The price strategy and the sales strategy of each period have been established. The case of Wanke Real Estate Co., Ltd., Wenzhou Longwan Garden, Zhejiang Province, is enlightening in the current real estate market, which is characterized by rapid development and competition for hegemony in China. Therefore, through the analysis and study of this case, The enlightenment obtained in solving the problem can effectively promote the improvement of the quality of real estate marketing in our country in a certain sense, and can break through the bottleneck of real estate sales and promote the development of real estate marketing. Leading the real estate industry on the road to fine management has played a positive and important role.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

【参考文献】