龙腾房地产公司名府项目营销策略研究

发布时间：2018-05-16 01:35

  本文选题：房地产 + 市场定位　； 参考：《吉林大学》2017年硕士论文

【摘要】：龙从长春2016年楼市表现来看,在政府持续各种利好政策支持下长春住宅成交量达到新高,1-5月商品住宅成交均价6473元/平,成交均价持续上涨,住宅库存量和出清周期继续下滑,去库存政策见成效。长春的房地产市场在现有的市场环境下竞争进一步加剧,不急于入市的购房群体开始适时而动。房地产公司通过利用各种营销方式去库存,分别用自身营销全部力量去化自身项目货值。从今年的市场情况来看,虽然部分城市成交出现回暖,但全国范围内市场目前仍在调整周期内,目前市场仍有一些不稳定因素。中央出台的包括降息、降低首付比例、公积金政策调整等一系列房地产优惠政策仍是按照分类调控的思路,将限购城市排除在利好政策之外,而对二三线城市楼市的刚需购房者将起到直接刺激作用,这意味着中央对二三线城市却仍然面临去库存压力。本文在解析了长春土地政策、行业形势、城市和区域发展情况的基础上,分析了龙腾名府的营销环境、营销问题。在对长春地产行业做市场分析和需求分析后,对竞品做了详细的解析,并且做出了重点竞品项目的SWOT分析和龙腾名府项目SWOT分析,经过龙腾名府的市场定位分析后,给出了项目的营销策略组合建议以及保障措施。本文的研究范围主要是从长春的房地产行业着手,分析长春地产行业的宏观政策形势,最后落脚到龙腾名府项目周边的竞品以及项目本身。研究目的是为了全面解析去年龙腾名府项目营销部所做的工作内容,从中找到营销存在的问题,如:洋房产品去化较慢、高层产品定位不清晰和商业产品营销创新少等问题。通过2016年龙腾名府营销问题的分析,结合2017年长春房地产市场情况和周边竞品营销情况,剖析出2017年的营销策略方向和各种产品的营销组合建议,以及从哪些方面能保证这些营销政策的全面实施。从理论指导实践的角度出发,本项目的房地产营销策略研究对提升企业项目利润、产成品去化方案的研究和客户产品对位具有指导意义。在论文的梳理过程中,4p营销理论、swot分析、市场细分理论都提供了论文的分析依据,本文的研究成果也是建立在这些理论基础之上。最后通过理论结合项目分析后,对于如何去化洋房产品、高层产品以及商业产品,给出了针对性的分析结果,如修改洋房户型、高层产品定位以及商业产品营销模式的创新等。
[Abstract]:According to the performance of Changchun's property market in 2016, under the support of the government's continuous favorable policies, the average transaction price of commercial housing in Changchun reached a new high in January and May, the average transaction price continued to rise, and the stock of housing and the clearing cycle continued to decline. The destocking policy pays off. Changchun's real estate market in the current market environment further intensified competition, not eager to enter the market group began to move in due course. Real estate companies through the use of various marketing methods to inventory, using their own marketing power to value their own projects. From this year's market conditions, although some cities have rebounded, but the national market is still in the adjustment cycle, there are still some unstable market factors. A series of preferential real estate policies, such as cutting interest rates, lowering the proportion of down payments, adjusting the policy of the provident fund, and so on, issued by the central authorities, are still in accordance with the idea of classified regulation and control, excluding the restricted cities from the favorable policies. The rigid demand for housing in second-and third-tier cities will play a direct role in stimulating buyers, which means the central government is still facing the pressure of destocking. Based on the analysis of Changchun land policy, industry situation, urban and regional development, this paper analyzes the marketing environment and marketing problems of Longtenming government. After the market analysis and demand analysis of Changchun real estate industry, this paper makes a detailed analysis on the competitive products, and makes the SWOT analysis of the key competition items and the SWOT analysis of the Longteng famous government project. After the market positioning analysis of the Longtenming House, The marketing strategy mix suggestion and the safeguard measure of the project are given. The research scope of this paper is mainly from Changchun real estate industry, analysis of Changchun real estate industry macro policy situation, and finally settled to Longtenming House project around the competition and the project itself. The purpose of this study is to comprehensively analyze the work done by the project marketing department of Longtenming government last year, and find out the problems existing in marketing, such as the slow deconstruction of Western-style house products, the unclear positioning of high-level products and the lack of innovation in marketing of commercial products, and so on. By analyzing the marketing problems of Longtenming government in 2016, combining the real estate market situation of Changchun in 2017 and the surrounding competitive marketing situation, the author analyzes the direction of marketing strategy and the marketing mix of various products in 2017. And from what aspect can guarantee these marketing policy the full implementation. From the point of view of theory and practice, the research on real estate marketing strategy of this project is of guiding significance to improve the profit of enterprise project, the research of finished product deconstruction scheme and customer product matching. In the process of combing the thesis, the marketing theory and the market segmentation theory provide the basis for the analysis, and the research results of this paper are also based on these theories. Finally, through the theoretical analysis of the project, how to degrade the Westernhouse products, high-rise products and commercial products, the paper gives the targeted analysis results, such as the modification of the Western-style house, the positioning of high-level products and the innovation of the commercial product marketing model and so on.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274
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本文编号：1894863