ZF房地产公司S项目营销策略研究

发布时间：2018-03-19 02:08

本文选题：ZF房地产公司　切入点：S项目　出处：《西北大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,我国市场经济快速发展,人均收入水平也有了很大的提高,购房需求也随之日益增加。目前国内房地产行业发展迅速,并日渐成为重要经济产业之一。由于房地产价格的持续上升,我国政府陆续推出了相关购房政策以实现房地产行业的宏观调控,从而使其逐渐趋于规范化发展。但是房地产之间的竞争压力日益增加,企业为了能保证较高的行业竞争优势,不能将房地产简单地看作普通商品销售,而是要将房地产的营销策划作为将来主要研究内容,从企业的角度去统筹和规划,从而确定最终的营销方案。本文以ZF房地产公司S项目为对象,通过PEST分析方法从政治法律环境、经济环境、社会文化环境、技术环境四个方面分析S项目营销面临的宏观环境；运用SWOT分析方法具体分析S项目的优势、劣势、机会和威胁；并通过STP方法对S项目的目标市场选择定位；最后运用“4P”理论从产品、价格、促销、渠道四个方面结合ZF房地产公司的特点与现状构建出一套科学的营销体系。其中产品策略包括产品差异化策略,物业智能化建议,产品品牌策略。价格策略包括低开高走定价策略,折扣与让利定价策略,差别定价策略。渠道策略包括售楼处营销渠道,网络营销渠道。促销策略包括生命周期不同阶段的促销策略,营业推广策略,公共关系策略。并提出S营销策略的实施保障：完善销售管理体系,加强人力资源队伍建设,强化营销制度保障,强化项目资金保障,加强企业文化建设。房地产营销不仅仅是传统的销售,更需要为消费者提供良好的服务和购买体验。在了解市场动态的同时,结合消费者的实际需求,通过不同营销方式的结合来为消费者提供服务,使房地产销售逐渐向全面化发展。本文主要以ZF房地产公司为研究案例来进行探索,希望能够今后房地产营销的研究当中提供一些帮助。
[Abstract]:In recent years, China's market economy has developed rapidly, the level of per capita income has also been greatly improved, and the demand for housing has increased day by day. At present, the domestic real estate industry is developing rapidly. And has become one of the important economic industries. As the real estate prices continue to rise, our government has introduced related housing purchase policies in order to realize the macro-control of the real estate industry. But the competition pressure between the real estate is increasing day by day, in order to ensure the higher competitive advantage of the industry, the enterprise can not simply regard the real estate as the ordinary commodity sale. Instead, the marketing planning of real estate should be regarded as the main research content in the future, and the final marketing plan should be determined from the angle of enterprise. This article takes the S project of ZF real estate company as the object, analyzes the macro environment of S project marketing from four aspects: political legal environment, economic environment, social and cultural environment and technical environment through PEST analysis method; SWOT analysis method is used to analyze the strengths, weaknesses, opportunities and threats of S projects, and the STP method is used to locate the target market of S projects. Finally, the "4p" theory is used to analyze the advantages, disadvantages, opportunities and threats of S projects from the view of product, price and promotion. According to the characteristics and present situation of ZF real estate company, a set of scientific marketing system is constructed from four aspects of channel, in which product strategy includes product differentiation strategy, intelligent property suggestion, Product brand strategy. Price strategy includes low opening and high price strategy, discount and yield pricing strategy, differential pricing strategy. Network marketing channel. Promotion strategy includes promotion strategy at different stages of life cycle, business promotion strategy, public relations strategy. The implementation guarantee of S marketing strategy is put forward: perfecting sales management system, strengthening human resource team construction, Strengthen the guarantee of marketing system, strengthen the guarantee of project funds, strengthen the construction of enterprise culture. Real estate marketing is not only traditional sales, but also needs to provide consumers with good service and purchase experience. Through the combination of different marketing methods to provide services to consumers, so that real estate sales gradually develop into a comprehensive. This paper mainly takes ZF real estate company as a case study to explore, Hope to be able to provide some help in the future real estate marketing research.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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