紫薇地产尚层项目营销策划研究
发布时间：2019-07-06 19:31
【摘要】：近年来随着国内发达城市房地产市场竞争日趋激烈，，北京、广州、深圳等房地产发展处于前列的城市由于土地资源的稀缺和涨价，国内大型房地产开发商已经开始向二线城市转移，而西安这样的房地产发展走势平稳的省会城市也是国内大型开发商关注的重点城市。 2003年以来，随着中海地产进入西安，西安的房地产市场拉开了西安本土开发商同场竞技的序幕，外地房地产公司的不断进入，是西安房地产市场由半封闭走向开放、由相对垄断走向自由竞争的必然结果。竞争的加剧要求房地产开发商要对所开发的项目要有差异化的项目定位，精准的营销策略、全方位的项目包装。本文通过对紫薇尚层项目的营销策略分析，为项目的营销工作提供建设性意见。 首先，房地产是国民支柱产业，政治、经济、政策对房地产项目都会造成不同层面的影响，通过对房地产面临的内外部环境进行透彻分析，找出项目存在的优劣势和机会点，挖掘项目的竞争优势，制定科学的营销策略。 其次，项目的产品定位决定项目是否会受到客户追捧，走差异化的产品定位，建立市场差异化声音，同时深度诉求产品品质，树立口碑积淀，通过产品力的强化塑造项目形象。 第三，通过品牌做好内外部资源的价值整合，整合紫薇成熟“环保科技、人文、教育、商业资源，丰富项目附加值。以紫薇品牌作为杠杆进行放大，并推向市场，通过品牌营销活动，紧扣营销节点，通过大推广、大营销的方式，迅速扩大项目知名度与影响力。 第四、提前制定项目保障措施，提前防范在项目操作中可能会遇到的问题以及解决问题的办法，保证项目的顺利推进。本文在对紫薇尚层营销策略的制定中，充分考虑了内外部环境会对项目产生的影响响以及通过差异化的产品定位，品牌带动的营销模式对项目进行全面包装。希望本文会对项目的营销工作起到帮助作用。
[Abstract]:In recent years, with the increasingly fierce competition in the real estate market in domestic developed cities, Beijing, Guangzhou, Shenzhen and other real estate development cities in the forefront of real estate development due to the scarcity of land resources and rising prices, domestic large real estate developers have begun to transfer to second-tier cities, and Xi'an, such as the capital city of real estate development trend is also the focus of attention of large domestic developers. Since 2003, with the entry of China Shipping Real Estate into Xi'an, the real estate market of Xi'an has opened the prelude to the competition of Xi'an local developers. The continuous entry of foreign real estate companies is the inevitable result of Xi'an real estate market from semi-closed to open, from relative monopoly to free competition. The intensification of competition requires real estate developers to have a differentiated project positioning, accurate marketing strategy and omni-directional project packaging. Through the analysis of the marketing strategy of the Ziwei layer project, this paper provides constructive suggestions for the marketing work of the project. First of all, real estate is a national pillar industry, politics, economy, policy will have different levels of impact on real estate projects, through a thorough analysis of the internal and external environment faced by real estate, find out the advantages and disadvantages and opportunities of the project, excavate the competitive advantage of the project, and formulate scientific marketing strategy. Secondly, the product positioning of the project determines whether the project will be sought after by customers, take differentiated product positioning, establish market differentiation voice, at the same time, deeply demand product quality, establish word-of-mouth accumulation, and shape the image of the project through the strengthening of product power. Third, through the brand to do a good job in the value integration of internal and external resources, integration of the mature "environmental protection technology, humanities, education, business resources, enrich the added value of the project." Take the Ziwei brand as the lever to enlarge, and push to the market, through the brand marketing activity, clings to the marketing node, through the big promotion, the big marketing way, expands the project popularity and the influence rapidly. Fourth, formulate the project safeguard measures in advance, prevent the problems that may be encountered in the project operation and the solutions to the problems in advance, so as to ensure the smooth progress of the project. In the formulation of the marketing strategy of Ziwei layer, this paper fully considers the impact of the internal and external environment on the project and the comprehensive packaging of the project through the differentiated product positioning and brand-driven marketing model. It is hoped that this paper will play a helpful role in the marketing of the project.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4
本文编号：2511272
[Abstract]:In recent years, with the increasingly fierce competition in the real estate market in domestic developed cities, Beijing, Guangzhou, Shenzhen and other real estate development cities in the forefront of real estate development due to the scarcity of land resources and rising prices, domestic large real estate developers have begun to transfer to second-tier cities, and Xi'an, such as the capital city of real estate development trend is also the focus of attention of large domestic developers. Since 2003, with the entry of China Shipping Real Estate into Xi'an, the real estate market of Xi'an has opened the prelude to the competition of Xi'an local developers. The continuous entry of foreign real estate companies is the inevitable result of Xi'an real estate market from semi-closed to open, from relative monopoly to free competition. The intensification of competition requires real estate developers to have a differentiated project positioning, accurate marketing strategy and omni-directional project packaging. Through the analysis of the marketing strategy of the Ziwei layer project, this paper provides constructive suggestions for the marketing work of the project. First of all, real estate is a national pillar industry, politics, economy, policy will have different levels of impact on real estate projects, through a thorough analysis of the internal and external environment faced by real estate, find out the advantages and disadvantages and opportunities of the project, excavate the competitive advantage of the project, and formulate scientific marketing strategy. Secondly, the product positioning of the project determines whether the project will be sought after by customers, take differentiated product positioning, establish market differentiation voice, at the same time, deeply demand product quality, establish word-of-mouth accumulation, and shape the image of the project through the strengthening of product power. Third, through the brand to do a good job in the value integration of internal and external resources, integration of the mature "environmental protection technology, humanities, education, business resources, enrich the added value of the project." Take the Ziwei brand as the lever to enlarge, and push to the market, through the brand marketing activity, clings to the marketing node, through the big promotion, the big marketing way, expands the project popularity and the influence rapidly. Fourth, formulate the project safeguard measures in advance, prevent the problems that may be encountered in the project operation and the solutions to the problems in advance, so as to ensure the smooth progress of the project. In the formulation of the marketing strategy of Ziwei layer, this paper fully considers the impact of the internal and external environment on the project and the comprehensive packaging of the project through the differentiated product positioning and brand-driven marketing model. It is hoped that this paper will play a helpful role in the marketing of the project.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4
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