金茂梅溪湖项目营销策略研究

发布时间：2018-05-14 12:28

本文选题：房地产营销 + 营销策略　；参考：《湘潭大学》2013年硕士论文

【摘要】：自党的十一届三中以来，我国产生了翻天覆地的变化，经济持续高速发展，与此同时，房地产市场发展迅猛，人民群众从原来的习惯居住公房逐渐接受购买商品住房，中国的巨大人口总量支撑着房地产市场不断飞跃。然而在各地楼盘不断崛起的同时，，不同的楼盘呈现不同的销售状况，甚至很多城市都有大型烂尾楼的存在。究其原因，一方面是楼盘项目综合水平的差异，另一个很重要的原因就是楼盘项目营销策略的选择。本文着眼于住宅楼盘营销策略，首先介绍了相关理论基础，包括，包括PEST分析法，SWOT分析法，STP营销理论和4P营销组合理论。在此基础上详细研究了方兴地产公司的位于长沙梅溪湖国际新城中的金茂梅溪湖住宅项目，首先分析了项目的宏观环境，发现长沙房地产市场虽然暂时有所回归，但是前景一片光明，适合投资。继而进行SWOT分析找出其优势和不足，项目需要弘扬金茂系高端品牌特征；多方熟悉了解以弥补长沙市场经验不足的劣势。之后进行市场细分，将目标市场定位为高端住宅细分市场。本文运用了经典的4P营销理论详细分析了金茂梅溪湖项目的营销策略。首先分析区域的客户类型和特征，掌握客户对产品的真实需求，确定了开发不同类型的适销对路的物业和户型。继而参照相关竞争性项目按照市场比较法对金茂梅溪湖项目确定了价格范围。然后根据方兴公司的现状选择了合适的营销渠道。最后给出了促销的方案建议并提出了十种操作性强，见效快的促销方案。文章对根据多种理论有效分析了长沙房地产市场，提出了对长沙金茂梅溪湖项目营销策略的若干意见，对项目本身有很强的指导作用，对相关房地产项目的营销策略也有一定的借鉴意义。
[Abstract]:Since the third session of the 11th CPC Central School, China has undergone earth-shaking changes and sustained rapid economic development. At the same time, the real estate market has developed rapidly, and the people have gradually accepted the purchase of commercial housing from their original habit of living in public housing. China's huge population support the real estate market leaps and bounds. However, at the same time, different properties show different sales situation, even many cities have large uncompleted flats. On the one hand, the difference of the comprehensive level of the real estate project, and the other very important reason is the choice of the marketing strategy of the real estate project. This paper focuses on the marketing strategy of residential real estate. Firstly, it introduces the relevant theoretical basis, including the PEST analysis method and the 4P marketing combination theory. On the basis of this, this paper studies in detail the Jinmao Meimihu housing project of Fangxing Real Estate Company located in the International New Town of Meixi Lake in Changsha. Firstly, the macro environment of the project is analyzed, and it is found that the Changsha real estate market is returning temporarily. But the outlook is bright and suitable for investment. Then SWOT analysis is carried out to find out its advantages and disadvantages. The project needs to carry forward the high-end brand characteristics of Jinmao Department, and to make up for the disadvantage of insufficient experience in Changsha market. After the market segmentation, the target market positioning for the high-end residential subdivision market. This paper analyzes the marketing strategy of Jinmao Meixi Lake Project by using the classical 4 P marketing theory. First, it analyzes the customer types and characteristics of the region, grasps the customers' real demand for the products, and determines the development of different types of marketable properties and household types. Then the price range of Jinmao Meixi Lake project is determined according to the market comparative method. Then according to the current situation of the company to choose the appropriate marketing channels. Finally, the paper gives the proposal of the promotion scheme and puts forward ten kinds of promotion schemes with strong operation and quick effect. This paper analyzes the Changsha real estate market effectively according to various theories, and puts forward some opinions on the marketing strategy of the Jinmao Meixi Lake project in Changsha, which has a strong guiding effect on the project itself. The marketing strategy of the related real estate project also has certain reference significance.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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