蓝光地产“M项目”营销策略研究

发布时间：2018-04-12 09:36

本文选题：蓝光地产 + M项目　；参考：《四川师范大学》2013年硕士论文

【摘要】：房地产业现已成为支撑起我国国民经济的产业之一。经过二十多年的发展，房地产市场逐步成熟，市场竞争日渐激烈。在当前市场环境下，除了项目产品具备的自身优势外，科学、有效的营销策略方案亦成为促进项目销售的关键要素。特别是近几年，中国经济受国际金融危机的冲击，加之房地产行业屡屡受到国内政府多方面调控政策的影响，房地产企业面临着新一轮的淘汰与洗牌，要在非常有限的市场份额中开辟出自己的生存空间，与同质化产品的竞争中立于不败之地，对产品营销的策略研究就显得十分重要，甚至可以说，，房地产企业的成败，取决于正确制定产品营销策略。要制定正确的房地产营销策略，关键在于决策者是否对市场做了深刻的研究，并在此基础上进行科学合理的营销策划。一个企业的产品是否畅销，其基础在于自身营造的品牌竞争力，两者相互依存，相互促进。正确的营销策略在企业的品牌建设中，体现出直接的影响力。当前激烈的行业竞争下，只有制定有效的营销策略，才能使地产企业开发的产品经得起市场和消费者的检验，这也成为本篇论文研究的意义所在。本文试图通过对蓝光地产“M项目”从产品立项到营销实施整个过程进行系统的营销研究分析，通过对各个环节的分析和总结，尝试着制定出以多种营销策略的组合形成整套营销策划系统，以理论来指导实践，在今后开展类似项目的营销工作时提供有益的借鉴和参考。
[Abstract]:The real estate industry has become one of the industries supporting our national economy.After more than 20 years of development, the real estate market gradually matures, the market competition is becoming increasingly fierce.In the current market environment, in addition to the advantages of the project products, scientific and effective marketing strategy has become a key element to promote project sales.In particular, in recent years, the Chinese economy has been hit by the international financial crisis, and the real estate industry has been repeatedly affected by the various regulatory policies of the domestic government. The real estate enterprises are facing a new round of elimination and reshuffle.In order to open up their own living space in a very limited market share and to remain invincible in the competition with homogenized products, it is very important to study the strategy of product marketing, which can even be said to be the success or failure of real estate enterprises.Depends on the right product marketing strategy.To make the correct marketing strategy of real estate, the key lies in whether the decision-maker has made a profound research on the market, and on this basis carries on the scientific and reasonable marketing plan.Whether a company's products sell well, its foundation lies in its own brand competitiveness, the two are interdependent and promote each other.The correct marketing strategy reflects the direct influence in the brand construction of the enterprise.Under the fierce industry competition, only by making effective marketing strategy can the products developed by real estate enterprises stand the test of market and consumers, which has become the significance of this paper.This article attempts to carry on the systematic marketing research and analysis to the blue light real estate "M project" from the product establishment to the marketing implementation entire process, through the analysis and the summary to each link,This paper tries to form a whole set of marketing planning system with the combination of various marketing strategies, to guide the practice with theory, and to provide useful reference and reference when carrying out the marketing work of similar projects in the future.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】