“学苑广场九号”营销策略研究

发布时间：2018-05-21 00:05

本文选题：房地产 + 营销　；参考：《大连理工大学》2013年硕士论文

【摘要】：我国住宅建设已进入品质时代,房地产开发由卖方市场转向买方市场,房地产业从计划经济模式下单位自建过渡到现今市场经济条件下的投资开发模式,房地产项目营销策划的成败成为重中之重,是房地产项目开发成功的关键。本文结合作者参与的大连高新园区“学苑广场九号”项目,对房地产项目营销策划的主要内容和运用进行探讨和研究。运用SWOT理论对“学苑广场九号”项目进行优势、劣势、机会及威胁等方面的分析,使该项目的开发不但要发挥项目的地理、环境优势,更要准确定位受众群体,实施切实有效的营销策略。营销策略多种多样,作者先对竞争区域、竞争项目进行了界定,对未来竞争区域市场进行了分析,进而针对本项目竞争对手进行优、劣势对比,做到知己知彼。只要进行严谨、优质的产品规划设计和准确的产品定位,项目开发一定会取得成功。作者及项目团队对该项目进行分析、定位后,确定了项目的总体发展策略及受众群体。在对受众群体进行分析时,确定了IT区、学府区及本项目周边区域的教职工群体作为主力客户群体,制定了相关的产品策略和价格策略,并通过营销团队的构建来实施最后的营销计划。作为补充完善,作者也针对项目营销的保障措施和相应的激励办法提出了自己的想法。通过对本项目营销策略的总结,作者知道项目开发必须强化规划设计、市场营销及运营管理等环节。作者也认识到了房地产营销的几个趋势,即：强化品牌策略、适应消费者个性化要求,建立全程营销机制。
[Abstract]:China's housing construction has entered the quality era, the real estate development from the seller's market to the buyer's market, the real estate industry from the planned economic model of self-construction to the current market economy conditions of investment development model. The success or failure of real estate project marketing planning is the key to the success of real estate project development. Based on the project of "No. 9 Xueyuan Square" in Dalian High-Tech Park, this paper discusses and studies the main content and application of marketing planning of real estate project. Using the SWOT theory to analyze the strengths, weaknesses, opportunities and threats of the "No. 9 Xueyuan Square" project, so that the development of the project should not only give full play to the geographical and environmental advantages of the project, but also accurately target the audience groups. Implement effective marketing strategy. There are a variety of marketing strategies. The author defines the competitive area and the competitive project, analyzes the future competitive regional market, and then compares the advantages and disadvantages of the competitors in this project. As long as rigorous, high-quality product planning and accurate product positioning, project development will be successful. After analyzing and positioning the project, the author and the project team determine the overall development strategy and the audience group of the project. In the analysis of the audience groups, it determined the IT district, the school district and the surrounding area of the project as the main group of staff and staff as the main customer group, and formulated the relevant product strategy and price strategy. And through the construction of the marketing team to implement the final marketing plan. As a supplement, the author also puts forward his own ideas on the guarantee measures and the corresponding incentive measures of project marketing. Through the summary of the marketing strategy of the project, the author knows that the project development must strengthen the links of planning and design, marketing and operation management. The author also recognizes several trends of real estate marketing, that is, to strengthen brand strategy, to adapt to the individual requirements of consumers, and to establish a whole process marketing mechanism.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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