“紫云至尊”房地产项目市场营销策略探讨

发布时间：2018-01-03 08:43

本文关键词：“紫云至尊”房地产项目市场营销策略探讨　出处：《厦门大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国房地产行业从20世纪80年代中期发展到现在已经有20多年的时间了,在这20多年的时间里,房地产在国民经济中起着越来越重要的作用,同时也是背受争议的行业,也是受国家政策影响较大的行业之一,所谓十年九控,就是指在近十年的时间里,国家年年都在调控,但是房价却是不断在上涨。但是调控政策的累积,还是会给房地产市场带来深远的影响。目前除了一、二线城市房地产市场还是比较火爆外,三、四线以下的城市明显有供大于求的感觉。所以房地产市场将不可避免的产生激烈竞争。本案就是在这样的背景下,通过对市场竞争楼盘的调查分析的基础上,利用掌握MBA工商管理课程所学的知识,利用营销学等各类学科原理方法,深入探讨由漳州兆鸿房地产开发有限公司开发的“紫云至尊”楼盘的营销策划方案。本案从影响房地产的宏观环境的研究到城市环境的研究,再到区域房地产市场的调查了解,以及对房地产客户群体进行细致的市场调查分析,为房地产项目各种参数的设置及客户群体的细分提供参考依据,同时也对竞争楼盘进行分析了解,寻找共同点以及差异部分。在此基础上设计了紫云至尊楼盘的营销战略、产品的规划、设计风格、细分市场的确定以及项目的推广方案,以及采取关系营销、体验式营销以及整合营销策略。务必做到方案推出后使项目能够在市场竞争中占领制高点,完成项目预定的营销目标。最后在对房地产项目的研究结果上,得出最为主要的结论以及本论文研究结果不足的地方。
[Abstract]:China's real estate industry has been developed from the middle of 1980s to now for more than 20 years, in which real estate plays a more and more important role in the national economy. At the same time, it is also a controversial industry and one of the industries greatly influenced by national policies. The so-called "Ten years and Nine controls" means that in the past ten years, the country has been regulating and controlling every year. But housing prices are rising. But the accumulation of regulatory policies will still bring far-reaching impact on the real estate market. At present, in addition to the second tier of urban real estate market is still relatively hot, three. Four lines below the city obviously oversupply feeling. So the real estate market will inevitably produce fierce competition. This case is in this context, through the market competition on the basis of real estate investigation and analysis. Make use of the knowledge of MBA business administration course, use marketing and other disciplines principles and methods. This paper probes into the marketing planning scheme of Ziyun Ultimate real estate developed by Zhangzhou Zhaohong Real Estate Development Co., Ltd. This case from the impact of real estate macro-environment research to the urban environment, and then to the regional real estate market investigation and understanding, as well as the real estate customer group detailed market investigation and analysis. For the real estate project parameter setting and the customer group subdivision provides the reference basis, also carries on the analysis to the competitive real estate. On this basis, we design the marketing strategy, product planning, design style, market segmentation and project promotion, as well as the adoption of relational marketing. Experience marketing and integrated marketing strategy. Make sure that the project can occupy the commanding point in the market competition and complete the target of marketing. Finally, the research results of the real estate project. Draw the most important conclusions and the lack of research results in this paper.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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