都江堰YQG旅游房地产项目营销策略研究

发布时间：2018-01-03 11:26

本文关键词：都江堰YQG旅游房地产项目营销策略研究　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国房地产市场在经历了十多年的迅猛发展之后，已进入了一个全新的发展阶段。市场环境的巨大变化使得众多开发商感觉消费者越来越挑剔，竞争越来越激烈，国家宏观调控频出，日子越来越难熬。面对更加复杂多变的市场，中国大量的房地产企业如何调整思路，开拓创新，运用战略、营销、策划等现代企业经营管理理念寻找适合自己的蓝海就显得更加重要。在这种情况下，作为房地产和旅游资源相结合的旅游房地产业务就成为了不少开发商新的目标。但是由于旅游资源的稀缺和不可复制性，，导致旅游房地产外部环境具有典型的同质性和卖点雷同，在这种情况下就需要旅游房地产项目开发商运用现代营销知识，从战略到策略全方位进行研究，实现大环境相似情况下的差异化营销。整个旅游房地产市场正在经历一场从设计到工程，从规划到建设，从管理到服务等全面的管理变革和创新，简单的售卖自然资源和房屋面积已经难以维持。所以旅游房地产市场营销观念需要以消费者的需求为核心，自然资源的保护和开发为目标，完善的配套和物业服务为依托，实现从开发观念、产品观念、推销观念倒以整合营销传播为基础的社会营销观念的转变。论文以目前的旅游房地产理论研究为基础，结合现代企业管理、营销知识，通过对都江堰度假别墅等旅游房地产项目宏观、微观环境的分析，结合都江堰丰富的旅游资源、政府规划和定位，以及ZX企业自身的优势、劣势和项目所在的地理位置等特点分析，运用多种分析方法,对ZX集团在都江堰的旅游地产项目——YQG进行了较为全面的分析，提出了其营销的STP战略，从市场细分、选择和定位的角度为策略的制定奠定了基础。然后通过4P策略的剖析，从产品、价格、渠道、促销等方面阐述了具体的营销策略。从项目的规划与设计，文化及内涵的提升，配套及服务的完善方面对产品策略进行了详细阐述；从度假别墅的不动产特点和ZX企业的现状等角度出发提出了价格策略的总体原则，并进一步详细制定了价格制定、调整调整等具体价格策略；从消费者的特点、网络环境的变化角度提出了项目营销渠道的实施策略，也根据目标客户的媒体习惯、产品传播的特点提出了具体的促销策略。总结出适合YQG这样的大型旅游房地产项目的营销战略和策略,从而为旅游房地产项目的营销提供了具体的参考样本和营销建议从而少走弯路，在激烈的竞争中赢得消费者的芳心。
[Abstract]:After more than ten years of rapid development , China ' s real estate market has entered a brand - new stage of development . The great changes in the market environment have caused many developers to feel more and more picky , more and more competitive , and the national macro - control frequency has become more and more difficult . In the face of the more complex and changeable market , China ' s large number of real estate enterprises are more and more important . In this case , the tourism real estate business as a combination of real estate and tourism resources becomes a new target for many developers . However , due to the scarcity and non - replicability of tourism resources , the external environment of tourism real estate has typical homogeneity and selling point . In this case , it is necessary for the developers of tourism real estate to apply the modern marketing knowledge to carry out the differentiation marketing under similar circumstances . Therefore , the whole tourism real estate market is going through a comprehensive management reform and innovation from design to construction , from management to service . Therefore , the tourism real estate marketing concept needs to be based on the demand of consumers , the protection and development of natural resources as the target , perfect supporting and property services , and the transformation of the social marketing concept based on the integration of marketing communication from the development concept , product concept and marketing concept . Based on the current theory of tourism real estate , this paper analyzes the macro - and micro - environment of tourism real estate projects , such as the resort villa , and puts forward the general principles of price policy from the aspects of product , price , channel , promotion and so on .

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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