中航拓宏朱宏路商业项目营销策略研究
发布时间：2018-07-31 18:48
【摘要】：在当今中国的大环境下,尽管在房地产方面国家调控起着至关重要的作用,但是在市场经济体制环境下,决定着营销策略也起着不可替代的作用。因此,只有在对市场进行较为深入分析的基础之上,并且科学有效的对其进行营销策划,企业才能在激烈的竞争中脱颖而出。 本文是在有关市场营销的一系列相关理论,例如营销策划理论以及营销组合策略等理论的指导下,在对本地的房地产大环境进行了深入的形势分析之后,再根据研究的结果,运用SWOT方法,对于中航拓宏朱宏路商业项目的具体小营销环境和其他一众因素进行进一步研究,从而指导项目产品的设计,价格的设定,以及如何推广促销,制定出最有效的营销策略实施方案。论文最后对已实施的方案研究进行了总结,以期达到优化自身策略方案及对类似项目的启示作用。 论文中提出的相关营销策略以及最后得出的研究结果,对于项目开发方向而言有着重要的指导性。完善项目营销策划方案,提升项目营销绩效,对于达到项目成功开发的目的有着举足轻重的作用。
[Abstract]:In the current environment of China, although the national regulation and control in real estate plays a vital role, but in the market economic system environment, determines the marketing strategy also plays an irreplaceable role. Therefore, only on the basis of more in-depth analysis of the market, and scientific and effective marketing planning, enterprises can stand out in the fierce competition. Under the guidance of a series of related theories about marketing, such as marketing planning theory and marketing combination strategy, this paper analyzes the situation of the local real estate environment, and then according to the results of the research. By using the SWOT method, the specific small marketing environment and other factors of the commercial project are further studied in order to guide the design of the project product, the setting of the price, and how to promote the promotion. Work out the most effective marketing strategy implementation plan. At the end of the paper, the research on the implementation of the scheme is summarized in order to optimize its own strategy and enlighten the similar projects. The related marketing strategies and the final research results in this paper have important guidance for the development direction of the project. Perfecting the project marketing plan and improving the project marketing performance play an important role in the successful development of the project.
【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】：F299.233.52
本文编号：2156505
[Abstract]:In the current environment of China, although the national regulation and control in real estate plays a vital role, but in the market economic system environment, determines the marketing strategy also plays an irreplaceable role. Therefore, only on the basis of more in-depth analysis of the market, and scientific and effective marketing planning, enterprises can stand out in the fierce competition. Under the guidance of a series of related theories about marketing, such as marketing planning theory and marketing combination strategy, this paper analyzes the situation of the local real estate environment, and then according to the results of the research. By using the SWOT method, the specific small marketing environment and other factors of the commercial project are further studied in order to guide the design of the project product, the setting of the price, and how to promote the promotion. Work out the most effective marketing strategy implementation plan. At the end of the paper, the research on the implementation of the scheme is summarized in order to optimize its own strategy and enlighten the similar projects. The related marketing strategies and the final research results in this paper have important guidance for the development direction of the project. Perfecting the project marketing plan and improving the project marketing performance play an important role in the successful development of the project.
【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】：F299.233.52
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