昆山金鹰天地广场项目营销策略

发布时间：2018-01-05 06:32

本文关键词：昆山金鹰天地广场项目营销策略　出处：《南京大学》2013年硕士论文　论文类型：学位论文

【摘要】：近两三年来,“城市综合体”已经成为国内房地产行业的最热词。每年各地上马的综合体项目,总量有上千个之多。进入21世纪以来,在中国城镇化、国际化迅猛发展的大背景、大趋势下,城市对综合体项目的需求日益迸发。“城市综合体”开发正在成为地产开发商、地方政府、市场客户更为欢迎的产品模式。但相对于国内市场来说,开发建设城市综合体是一种较新的模式,与一般的建房子卖房子滚动开发模式完全不同,地产开发商面临着更大的挑战和风险,这就要求发展商有更强的市场把握和研究策划能力,项目的营销策略研究也因此变得更加重要。正确运用房地产营销知识进行市场研判和营销策划,可减少决策失误、规避市场风险,最终帮助房地产企业实现项目的成功开发和市场营销。本文采用理论与实证分析相结合的方法。首先简要概述房地产市场营销相关理论,指出房地产开发需要注意的环节和问题。随后,结合金鹰国际集团昆山“天地广场”城市综合体项目(论文中简称“金鹰天地广场”)的营销策略课题,对其营销策划过程的基本内容和具体操作进行阐述。为增强分析的针对性,重点通过对其住宅项目的营销环境分析、市场调研、项目SWOT分析、市场定位、营销策略的研究,构建出项目的营销策划操作流程和整体框架。最后,根据市场分析研究结论,确定该项目的市场定位,是打造引导昆山人全新生活方式的大型城市综合体,因而建议采取高端品质项目开发定价及销售宣传策略。依据项目前期的环境分析和市场定位分析,结合4P营销理论,从产品、价格、渠道、促销四个方面向房地产公司提出了针对性的营销策略,并从营销理念、组织结构、人力资源等方面为其营销策略的成功执行提出建议。该项目的营销策略研究,在国内房地产项目开发尤其是城市综合体项目开发上具有一定的代表性,可以有助于管理者更全面地认识到营销策略研究对于项目成功的必要性和重要性。论文研究方法和成果,对于同类房地产企业或同类项目开发也具有一定的参考价值。该研究如果能促进房地产企业在同类项目上汲取经验、发展成熟,创造和实现更多成功营销案例,就是本文的现实意义。
[Abstract]:In the past two or three years, the "city complex" has become hot in the domestic real estate industry. Each year launched a complex project, the total there are thousands more. Since twenty-first Century, in the background of internationalization Chinese urbanization, the rapid development of the trend, the demand of the city complex project increasingly burst. "City complex" development is becoming the real estate developers, local government, market customers more popular products. But compared to the domestic market, the development and construction of the city complex is a relatively new mode, with the general housing sub sell rolling development model is completely different, real estate developers are facing greater challenges and risks. This requires developers to have a stronger grasp of the market research and planning ability, marketing strategy research project has therefore become more important. The correct use of knowledge of the real estate market research and marketing Judgment and marketing plan can reduce the error of decision-making, avoid market risk, and finally help real estate enterprises to realize the successful development and marketing of the project.
This paper uses the combined method of theoretical and empirical analysis. Firstly, a brief overview of the real estate market marketing related theory, pointed out the links and problems need to pay attention to real estate development. Then, combined with the Golden Eagle International Group Kunshan "World Plaza" city complex project (referred to as "the Golden Eagle Square") marketing strategy project, the basic content of the marketing planning process and the specific operation is expounded. In order to enhance the pertinence analysis, focuses on the analysis, the residential project marketing environment, market research, project SWOT analysis, market positioning, marketing strategy research, constructs the project marketing operation flow and the overall framework. Finally, based on the conclusion of market analysis sure, the market positioning of the project, is to build a large city complex new life style of Kunshan residents, which suggested high quality project development pricing Sales and promotional strategies. Based on the analysis of earlier environment analysis and market positioning, combined with the 4P marketing theory, from the product, price, channel, promotion four aspects to the Real Estate Company put forward targeted marketing strategy and the marketing concept, organizational structure, human resources and other aspects of the implementation of recommendations for the successful marketing strategies.
Study on the marketing strategy of the project, in the domestic real estate project development especially is a representative city complex project development, can help managers more comprehensive understanding to the marketing strategy research for the necessity and importance of the success of the project. The research methods and achievements, but also has a certain reference value for similar real the real estate enterprise or similar project development. If the study can promote the real estate enterprises in the similar project experience, mature development, create more successful marketing cases, this paper is of practical significance.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.5

【参考文献】