营口中南世纪城楼盘营销战略研究

发布时间：2018-01-06 03:34

本文关键词：营口中南世纪城楼盘营销战略研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：房地产行业有别于一般的制造业,其营销推广有其特殊性,房地产是重在营而不在销,特别是房地产中的旅游地产,其开发定位的中高端性、消费人群的特殊性、近年市场竞争的激烈性等,要求开发商不仅要保证项目本身的质量,还要对开发项目进行差异化的包装和营销推广,因此对房地产项目的营销战略研究就显得很有必要性且有极大的价值。中南房地产目前在全国25个城市打造40盘,其极具创新性的楼盘营销模式是其脱颖而出、出奇制胜的关键所在。而营口中南世纪城作为中南房地产在营口市鲅鱼圈深耕3年的项目,以其质优价更优的独特优势,赢得了众多喜爱海居客户的青睐。营口中南世纪城楼盘是中南房地产开发板块中的重点项目,是中南集团对海滨旅游地产的又一次战略性尝试。营口中南世纪城项目组在梳理、整合项目资源的基础上,提炼出“新时尚、新生活、大城邦”的海滨生活推广主题,围绕此主题展开了一系列的营销战略。本文以市场营销和房地产市场营销理论为基础,遵循提出问题、分析问题、解决问题的基本思路,综合运用理论分析、实证分析、比较分析、市场调查、实地研究和文献研究等管理学研究方法对营口中南世纪城营销战略进行分析和研究。本文首先从宏观上分析经济形势、海滨旅游地产发展现状、营口鲅鱼圈的旅游房产市场出发,分析营口中南世纪城项目开发的可行性和意义。随后通过对营口中南世纪城项目的SWOT分析、项目产品定位、目标客户选择、产品策略、产品定价策略、广告策略选择、销售推广渠道、创新式的营销模式等微观方面的研究分析,研究营口中南世纪城楼盘在营销战略上所采取的策略和创新模式。最后,本文着重研究分析了营口中南世纪城楼盘项目对于客户信息系统的建立、租售结合的销售模式、养老公寓的产品和服务的开发、物业托管服务等创新式营销模式的探索,对项目推广运作的模式提出了具有建设性的对策,以力争把营口中南世纪城打造成具有高档次、高标准、高品质的海滨地产,同时也能为中南集团以后的海滨旅游地产开发提供宝贵的经验。
[Abstract]:The real estate industry is different from the general manufacturing industry, its marketing has its particularity, real estate is not in the camp pin, especially the real estate in the tourism real estate, the development of positioning in the high-end, special consumer groups, in the fierce competition in the market, not only to developers to ensure the quality of the project itself, but also the differences in the packaging and marketing of development projects, so the research on the marketing strategy of the real estate project is very necessary and has great value. South real estate is currently in the 25 national city to build 40 disc, the highly innovative real estate marketing model is the talent shows itself the key, surprise. Yingkou Zhongnan Century City as the central real estate in Yingkou city of Bayuquan. 3 years of the project, with its unique advantages of better price and high quality, has won numerous customers. Favorite sea camp Export South Century City real estate is a key project in the South Real Estate Development in the plate, is a strategic attempt to Zhongnan group of seashore tourism real estate. Yingkou Zhongnan Century City project group in combing, basis of the integration of project resources, extract the "new life, new fashion, big city" seaside life promotion theme around this theme launched a series of marketing strategy. Based on the marketing theory and real estate marketing theory, follow the questions, analyze problems, the basic idea to solve the problem, analysis of comprehensive application of the theory, empirical analysis, comparative analysis, market research, research methods of field research and literature analysis etc. Study on the Yingkou and South century marketing strategy. This paper first analyzes the economic situation from the macro, the current situation of the development of seashore tourism real estate in Yingkou, Bayuquan tourism real estate market analysis of camp The feasibility and significance of export South century project development. Then through the SWOT of Yingkou Zhongnan Century City project analysis, product positioning, target customer selection, product strategy, pricing strategy, advertising strategy, sales promotion channels, analysis of marketing mode and other aspects of innovation, research Yingkou Zhongnan Century City real estate taken in the marketing strategy and innovation strategy. Finally, this paper focuses on the analysis of the establishment of the customer information system of Yingkou Zhongnan Century City real estate projects, rental combination of sales model, the development of pension apartment products and services, to explore innovative marketing mode of property hosting services, put forward constructive countermeasures on the promotion of project operation mode, so as to create the Yingkou Zhongnan century city into a high-grade, high standard, high-quality beach estate, at the same time for China and South group have provided valuable experience for the development of seaside tourism in the future.

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274

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