甘肃建总置业公司聚银新都项目营销策略研究

发布时间：2018-11-01 14:57

【摘要】：随着我国综合实力的增强和国民经济的不断发展,房地产业从起步至今经历了跨越式的发展,并已经成为中国经济发展的支柱,其在促进经济社会健康稳定发展、改善国计民生和提高居民居住条件、加快城市化进程等方面都起到了举足轻重的作用。然而,在中国经济发展进入调结构、稳增长的新常态下,各行各业都处于深化改革和创新驱动的攻坚期,市场竞争的激励程度与日俱增,房地产业也不例外。房地产企业利润率大大降低,去库存目标迫在眉睫,土地供应量逐步减少。在如此激烈的市场竞争环境下,房地产企业如何提升自身综合实力和培育核心竞争力,制定科学合理的项目营销策略势必成为能否从市场竞争中脱颖而出的关键所在。论文以房地产营销有关理论为基点,以PEST模型、波特五力模型、SWOT分析模型以及STP营销战略理论等为主要工具,以甘肃建总置业公司开发的聚银新都项目为主要研究对象,以文献研究和问卷调查研究为主要方法,对聚银新都项目相关资料进行查阅、搜集和整理,在对项目进行市场调查的基础上,运用上述营销分析工具对项目的内外部环境、优劣势等展开客观、准确地分析。在对项目进行市场细分,选择目标市场和项目产品市场定位后,制定聚银新都项目的营销战略和营销策略组合,提出具体的营销策略组合方式。为确保聚银新都项目营销策略的顺利实施和预期效果的实现,制定了针对性较强的项目营销策略实施保障与控制措施。希望通过对聚银新都项目营销策略的研究,一方面能够从理论和实践相结合的角度,使项目具体实践为理论进一步的丰富和创新提供现实支撑,使最新项目营销理论更有效地指导项目实践的过程;另一方面,通过对聚银新都项目营销策略的研究,能够为建总置业公司其他开发项目营销策略的制定和实施提供实际借鉴价值,提高公司项目的整体营销水平,为实现企业长远发展奠定坚实的基础。
[Abstract]:With the strengthening of China's comprehensive strength and the continuous development of the national economy, the real estate industry has experienced a leapfrog development from the start to now, and has become the pillar of China's economic development, which is promoting the healthy and stable development of the economy and society. Improving the national economy and people's livelihood, improving the living conditions of residents, speeding up the process of urbanization have played an important role. However, with China's economic development entering the new normal of adjusting structure and steady growth, all kinds of industries are in the period of deepening reform and innovation-driven, the incentive degree of market competition is increasing day by day, the real estate industry is no exception. The profit margin of real estate enterprises is greatly reduced, the target of destocking is imminent, and the supply of land is gradually reduced. In such a fierce market competition environment, real estate enterprises how to improve their comprehensive strength and cultivate core competitiveness, to formulate scientific and reasonable project marketing strategy will become the key to stand out from the market competition. Based on the theory of real estate marketing, the paper takes PEST model, Porter five force model, SWOT analysis model and STP marketing strategy theory as the main tools, and takes the Juyin Xindu project developed by Gansu Jian-General Real Estate Company as the main research object. Taking literature research and questionnaire investigation as the main methods, the related materials of Juyin Xindu project are consulted, collected and sorted out, and on the basis of the market investigation of the project, the internal and external environment of the project are analyzed with the above marketing analysis tools. The advantages and disadvantages are analyzed objectively and accurately. After segmenting the market of the project and selecting the target market and the market orientation of the project, the marketing strategy and marketing strategy combination of Juyin Xindu project are worked out, and the concrete marketing strategy combination method is put forward. In order to ensure the smooth implementation of the project marketing strategy of Juyin Xindu and the realization of the expected effect, the paper formulates the protection and control measures for the implementation of the project marketing strategy with strong pertinence. It is hoped that through the research on the marketing strategy of Juyin Xindu project, on the one hand, it can combine theory with practice, so that the concrete practice of the project can provide practical support for the further enrichment and innovation of the theory. Make the latest project marketing theory guide the process of project practice more effectively; On the other hand, through the research on the marketing strategy of Juyin Xindu project, it can provide practical reference value for the establishment and implementation of other development project marketing strategies of Jianchang Real Estate Company, and improve the overall marketing level of the company project. For the realization of long-term development of enterprises lay a solid foundation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

【参考文献】