C地产集团Y项目营销策略研究

发布时间：2018-01-15 00:01

本文关键词：C地产集团Y项目营销策略研究　出处：《东北大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着房地产行业的不断发展,人们对房地产项目的营销管理提出了更高要求,为房地产项目研究并制定行之有效的营销策略,是制约房地产项目销售成败的关键。目前,中国房地产行业正处在严厉的控制性市场环境下,政府对住宅房地产消费实行了严格的限购和限贷政策,许多二、三线城市住宅销售正面临前所未有的压力,大连市房地产市场环境也不容乐观。Y项目是C地产集团在大连的第一个项目,其营销绩效直接决定公司在大连的发展前景,也影响到集团拓展东北市场的信心,因此意义十分重大。正是在这样的背景下,作者开展C地产集团Y项目营销策略研究,力求运用经典市场营销学理论和分析模型,为Y项目制定合理的营销策略和策略实施方案,从而保障项目成功销售。本文研究的思路和主要内容是,首先对项目所处的内、外部环境,包括宏观环境、市场环境、消费者需求特征、企业内部资源和能力等进行全面分析,再运用SWOT方法分析项目的优、劣势以及面临的机遇和威胁；运用STP理论进行房地产市场的细分和目标市场选择,完成Y项目定位；在此基础上,借鉴经典4PS理论模型制定出项目的整合营销策略；再结合Y项目工程运营节点制定出营销策略的实施计划和风险控制要点。通过以上分析最终得出的结论是,在全面客观地认知项目本体和市场环境基础上,Y项目应瞄准刚需和初改客群,打造主力户型面积90m2左右的刚需产品和140m2以下的初改产品,同时项目整体价格水平应控制在14,000元/m2,在此基础上通过行之有效的渠道策略、价格策略和服务策略,可以保障Y项目在15个月内实现清盘、完成约20亿元销售额,从而完成项目的销售目标和他营销目标。
[Abstract]:With the continuous development of the real estate industry, people put forward higher requirements for the marketing management of real estate projects, and work out effective marketing strategies for real estate projects. At present, China's real estate industry is in a strictly controlled market environment, the government has implemented strict purchase and loan restrictions on residential real estate consumption, many two. Third tier city residential sales are facing unprecedented pressure, Dalian real estate market environment is not optimistic. Y project is C real estate group in Dalian the first project. Its marketing performance directly determines the development prospects of the company in Dalian, but also affects the confidence of the group to expand the northeast market, so it is of great significance. It is in this context. The author studies the marketing strategy of project Y in C real estate group, and tries to make a reasonable marketing strategy and strategy implementation plan for project Y by using the classical marketing theory and analysis model. In order to ensure the successful sale of the project. The idea and main content of this study is, first of all, the internal and external environment of the project, including the macro environment, market environment, consumer demand characteristics. The internal resources and capabilities of the enterprise are comprehensively analyzed, and then the SWOT method is used to analyze the advantages and disadvantages of the project, as well as the opportunities and threats faced by the project. Using STP theory to subdivide the real estate market and select the target market to complete the Y project positioning; On this basis, draw lessons from the classical 4PS theoretical model to formulate the integrated marketing strategy of the project; Combined with the Y project operation node to formulate the implementation plan of marketing strategy and risk control points. Through the above analysis the final conclusion is that on the basis of comprehensive and objective understanding of the project ontology and market environment. The Y project should aim at rigid demand and initial reform group, build rigid demand products with main household area of 90 m2 or so and initial reform products below 140 m2, and the overall price level of the project should be controlled at 14. On this basis, through effective channel strategy, price strategy and service strategy, Y project can be wound up within 15 months, and about 2 billion yuan in sales can be completed. In order to achieve the project's sales target and his marketing objectives.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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