龙翔领峰房地产项目营销策略研究

发布时间：2018-07-09 20:31

本文选题：营销 + 铁岭绩益　；参考：《大连理工大学》2013年硕士论文

【摘要】：房地产产业曾经在世界金融危机的背景下作为拉动国内消费需求,刺激经济发展的重要产业,为国家的经济发展和百姓的需求满足作出了重要的贡献。但是随着房地产行业的发展过热、增长过快,国家于2011年年初开始,不断出台宏观调控政策,不但提高了二套房购买的门槛,而且还提高了房贷的首付款比例,这些措施强化了消费者对房地产价格下滑的预期。国内房地产销售火爆势头开始放缓,房地产市场竞争更加激烈。铁岭绩益公司建设的房地产项目也出现了销售下滑的情况。如果一味的放任这种局面发展,必将对公司的销售业绩产生影响。只有全面总结前期楼盘营销策略的不足,吸取铁岭市内主要竞争对手销售失败的教训,才能为下一阶段的龙翔领峰房地产项目销售工作开好局。本研究正是在铁岭房地产市场处于低迷状态下写就的。本文认真分析了当前铁岭市房地产业的发展现状。吸取了主要竞争对手在建楼盘销售的失败经验,依据国内外有关房地产项目市场营销的相关理论,在准确把握市场脉搏,锁定目标市场的基础上,采用理论与实证分析相结合的研究方法,为铁岭绩益房地产开发公司制定出龙翔领峰房地产项目的营销策略。论文共分为五个部分。首先,阐述了房地产营销的相关理论,对全文将应用的房地产项目市场营销的特殊性等方面进行说明。其次,通过对龙翔领峰房地产项目的市场环境进行分析,并运用SWOT方法对龙翔领峰房地产项目的市场前景做一个系统的预测。为制定龙翔领峰房地产项目的营销策略做好准备。再次,对龙翔领峰房地产项目的目标市场进行细分,对目标市场进行重新选择。最后,在认真分析了龙翔领峰房地产项目的优势、劣势及所处市场环境的基础上,从产品策略、价格策略、渠道策略、促销策略四个方面提出龙翔领峰房地产项目的整体销售策略。并且为了有效实施上述营销策略,铁岭绩益公司房地产开发有限公司市场营销过程中需要对营销活动进行有效的组织和控制。
[Abstract]:Under the background of the world financial crisis, the real estate industry has been used as an important industry to stimulate the domestic consumption demand and stimulate the economic development, and has made important contributions to the national economic development and the satisfaction of the people's demand. However, with the development of the real estate industry overheating and growing too fast, the state began to introduce macroeconomic control policies in early 2011, which not only raised the threshold for the purchase of second homes, but also increased the proportion of down payments on housing loans. These measures have reinforced consumer expectations of falling real estate prices. Domestic real estate sales momentum began to slow down, real estate market competition is more intense. The real estate project built by Tieling Jiyi Company has also seen a decline in sales. If blindly allow this situation to develop, will certainly have an impact on the company's sales performance. Only by summing up the shortage of the previous marketing strategy and drawing the lessons of the failure of the main competitors in Tieling City can we make a good start for the next stage of the real estate project sales of Longxiang Guanfeng. This study is in the Tieling real estate market is in a depressed state of writing. This paper analyzes the current development of the real estate industry in Tieling. Based on the experience of the failure of the sales of the main competitors under construction, and according to the relevant theories about the marketing of the real estate projects at home and abroad, on the basis of accurately grasping the market pulse and locking in the target market, With the combination of theory and empirical analysis, the marketing strategy of Longxiang Guanfeng real estate project is worked out for Tieling Jiyi Real Estate Development Company. The thesis is divided into five parts. First of all, the related theory of real estate marketing is expounded, and the particularity of real estate project marketing will be explained. Secondly, the market environment of Longxiang real estate project is analyzed, and the market prospect of Longxiang lead peak real estate project is forecasted by SWOT method. For the formulation of Longxiang lead peak real estate project marketing strategy to prepare. Thirdly, the target market of Longxiang real estate project is subdivided and the target market is re-selected. Finally, on the basis of analyzing the advantages, disadvantages and market environment of Longxiang real estate project, from product strategy, price strategy, channel strategy, Promotion strategy four aspects of Longxiang lead peak real estate project overall sales strategy. In order to effectively implement the above marketing strategy, Tieling Yiyi Real Estate Development Co., Ltd. needs to organize and control the marketing activities effectively in the marketing process.
【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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