世华龙樾房地产项目营销策略研究

发布时间：2018-04-08 12:14

本文选题：房地产项目　切入点：营销环境　出处：《北京邮电大学》2013年硕士论文

【摘要】：随着房地产市场的快速发展,房地产市场竞争的激烈程度日益增加,房地产企业只有将市场营销理论系统的运用到房地产的开发过程中,对市场进行深入研究、制定合理的营销策略,才能在激烈的市场竞争中处于有利地位。北京的房地产市场起步早,发展比较成熟,房地产开发企业面对更为激烈的市场竞争,只有依靠科学合理的营销策略才能脱颖而出。本文选取世华龙樾房地产项目作为研究对象,将市场营销理论系统应用到项目的开发过程中,对世华龙樾项目所处的市场营销环境,面临的市场竞争进行了客观的分析；应用SWOT分析法分析了项目的优劣势及机会和威胁。通过区域市场的分析及客户需求调研,确定了项目的整体形象定位、目标客户定位、产品定位等。最后运用4P营销理论,从产品、价格、渠道、促销四个方面制定了本项目的市场营销策略。其中产品策略从整体规划、建筑风格、户型策略、园林策略、配套策略及物业管理六个方面进行分析。价格策略方面采取低开高走的价格策略,并以竞争导向定价法制定项目的价格。渠道上选取了开发商直接销售及委托代理销售两种形式。文章最后制定了项目的促销策略,除广告、人员促销、营业推广、公共关系传统促销方式外,还采用了体验式营销、微博营销等创新的营销策略。
[Abstract]:With the rapid development of the real estate market, the fierce competition of the real estate market is increasing day by day. The real estate enterprises only apply the marketing theory system to the development process of the real estate, and carry on the thorough research to the market.Only by making reasonable marketing strategy can we be in a favorable position in the fierce market competition.The real estate market in Beijing starts early and develops maturely. Real estate development enterprises are faced with more fierce market competition and only rely on scientific and reasonable marketing strategies to stand out.This article selects the Shihua Longyue real estate project as the research object, applies the marketing theory system to the project development process, has carried on the objective analysis to the marketing environment which the Shihua Longyue project is in, faces the market competition;The advantages and disadvantages, opportunities and threats of the project are analyzed by SWOT analysis method.Through the regional market analysis and customer demand research, the overall image of the project positioning, target customer positioning, product positioning and so on.Finally, using the 4 P marketing theory, this paper formulates the marketing strategy of this project from four aspects: product, price, channel and promotion.The product strategy is analyzed from six aspects: overall planning, architectural style, Huxing strategy, garden strategy, supporting strategy and property management.The price strategy adopts the low-opening and high-going price strategy, and sets the project price by the competition-oriented pricing method.On the channel has chosen the developer direct sale and the principal-agent sale two kinds of forms.In the end, the paper formulates the promotion strategy of the project. Besides advertising, personnel promotion, business promotion, traditional promotion of public relations, it also adopts some innovative marketing strategies, such as experiential marketing, Weibo marketing and so on.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.5

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