湘核华府房地产开发项目市场定位研究

发布时间：2019-05-03 20:46

【摘要】：定位理论与房地产结合,形成房地产项目市场定位理论在我国已有十多年的时间。在实践过程中,房地产项目市场定位理论已得到了长足的发展与进步,并在房地产市场营销的过程中起到了重要作用。房地产项目市场定位理论对房地产市场调研和分析,根据市场环境,企业资源及项目自身的条件特征,选定目标市场,确定消费群体,明确项目档次、功能和设计建造提供标准。本文通过理论联系实际,对湘核华府项目的市场定位过程及定位策略选择进行了系统地研究。研究过程中,首先运用PEST工具,对外部环境进行了分析,然后结合开发商优势资源与能力等内部环境因素,明确了湘核华府项目在市场中的竞争优势。最后,站在竞争的角度,以细分市场为出发点,对区域环境中的市场现状、发展趋势、客户特征、竞争对手及楼盘,进行了深入细致地分析。在此基础上,借助SWOT分析法进一步确定了项目的竞争策略,并由此形成了总体营销定位策略。在总体定位策略的指导下,也对分项定位策略进行了规划,包括通过客户定位选择目标市场；通过产品定位不断满足客户心理诉求；通过形象定位将产品按客户的理解和偏好的方式进行有效传达等。实践证明,湘核华府项目的市场定位策略选择对项目的最终销售结果有关键性作用。总体而言,本文初步为中核置业有限公司形成了一套有效的房地产项目市场定位策略制定的流程与方法,但尚有较大提升空间。后期将继续在实践中对该研究成果不断补充、完善,以期最终形成公司的核心竞争力之
[Abstract]:The combination of positioning theory and real estate has formed the market positioning theory of real estate projects in China for more than ten years. In the process of practice, the theory of market positioning of real estate projects has been greatly developed and improved, and has played an important role in the process of real estate marketing. The market positioning theory of real estate projects investigates and analyzes the real estate market. According to the market environment, the enterprise resources and the conditions and characteristics of the project itself, the target market is selected, the consumer group is determined, and the grade of the project is defined. Function and design provide standards for construction. Based on the theory and practice, this paper systematically studies the process of market positioning and the choice of positioning strategy of Hunan nuclear project in Washington. In the course of the research, firstly, the external environment is analyzed by using the PEST tool, and then the competitive advantage of Hunan nuclear project in the market is made clear by combining the internal environmental factors such as the advantage resource and capability of the developer. Finally, from the point of view of competition and taking market segmentation as the starting point, this paper makes a thorough and detailed analysis of the market present situation, development trend, customer characteristics, competitors and real estate in the regional environment. On this basis, by means of SWOT analysis, the competitive strategy of the project is further determined, and then the overall marketing positioning strategy is formed. Under the guidance of the overall positioning strategy, the itemized positioning strategy is also planned, including selecting the target market through the customer positioning, constantly satisfying the psychological demands of the customers through the product positioning, and so on. Through the image positioning of the product according to the customer's understanding and preferences of the way to communicate effectively, and so on. It has been proved in practice that the market positioning strategy choice of Hunan Nuclear Washington project has a key effect on the final sales results of the project. In general, this paper has formed a set of effective process and method for establishing market positioning strategy of real estate project for China Nuclear property Co., Ltd., but there is still room for improvement. In the later stage, the research results will continue to be supplemented and perfected in practice, with a view to finally forming the core competitiveness of the company.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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