荣盛地产“楠湖郦舍”市场定位及营销策略研究

发布时间：2018-03-23 19:56

本文选题：呼和浩特市　切入点：楠湖郦舍项目　出处：《北方工业大学》2013年硕士论文

【摘要】：房地产作为一个地区甚至一个国家的支柱性产业,一直受到国家、政府以及消费者的广泛关注,而房地产销售中占重要地位的市场营销策略,在帮助开发商确定投资方向,做出正确的投资决策和解决房地产开发及今后发展方向及房地产销售有关问题的决策和技巧等方面有着不可代替的作用。论文首先介绍了本文的选题背景和呼和浩特市房地产开发的现状,重点分析了主要竞争对手的楼盘特色和目标市场需求特点,最后给出了“楠湖郦舍”的市场定位和有针对性的营销策略。主要结论如下：“楠湖郦舍”的目标市场主要特点是针对80-90年龄段城市“新青年”刚需首次置业的客户群体,鉴于现有竞品楼盘基本上主打配套成熟综合性改善置业特色,为此,“楠湖郦舍”应该以“低总价、低首付”高性价比的“城市生态艺术住区”产品为市场定位。并采取“首付10%”的推售策略,通过主流媒体和客群经常使用的网络、微信和微博等线上媒体,以为目标客户群体打造专属的理想家园为卖点,引起消费者的共鸣,同时通过生态艺术售楼中心和样板区现场感受策略及不断完善项目周边生活及交通配套突破客户心理防线,促成项目导向的“新青年”客群成交。
[Abstract]:As a pillar industry of a region or even a country, real estate has been widely concerned by the state, government and consumers. The marketing strategy, which plays an important role in real estate sales, is helping developers determine the investment direction. It plays an irreplaceable role in making the correct investment decision and solving the real estate development and the future development direction, and the decision and skill of the real estate sale. Firstly, the paper introduces the background of this paper and the present situation of the real estate development in Hohhot, and analyzes the characteristics of the main competitors' real estate and the demand of the target market. Finally, the market orientation and targeted marketing strategy of "Nanhu Li she" are given. The main conclusions are as follows: the main characteristics of the target market of "Nanhu Li she" are aimed at the "new youth" of 80-90 years old urban "new youth" rigid demand for the first time home buyers. In view of the fact that the existing competitive properties are basically matured and integrated to improve the characteristics of home ownership, the "Nanhu Li she" should be "at a low total price." The low down payment "high performance and high price" "urban ecological art residential area" products are market oriented. The "down payment 10%" promotion strategy is adopted, through the mainstream media and online media, such as WeChat and Weibo, which are often used by customers. For the target customer group to create the exclusive ideal home as the selling point, cause consumer resonance, at the same time through the ecological art sales center and sample area site feeling strategy and constantly improve the project peripheral life and transportation support to break through the customer psychological defense, To facilitate the project-oriented "new youth" group transactions.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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