长沙保利麓谷林语项目管理营销策略研究

发布时间：2018-02-10 19:57

本文关键词： 房地产营销策略营销控制与执行　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：房地产业是我国国民经济的重要产业之一,随着房地产市场日渐走向规范,房地产企业之间的竞争也更加激烈。目前,国家宏观调控政策的加强,中国房地产市场受到前所未有的挑战,为了在竞争激烈房地产市场立足,房地产市场营销研究的重要性也凸显得更加明显,特别是房地产市场营销策略的可行性与科学性,将直接影响房地产企业的未来发展。房地产项目的成功必须依托公司和产品的优势,制定和实施正确的营销策略,而科学地制定营销策略不仅有助于促进项目销售,更能增强企业产品的市场竞争能力。本文试图通过对长沙保利麓谷林语项目进行系统的营销策划,使其在日趋激烈且同质的房地产市场中脱颖而出。本文以市场营销学、管理学等相关学科为理论依据,对于国内外的研究现状做了综合分析,对长沙保利麓谷林语项目的销售策略进行研究。首先,文章对长沙保利麓谷林语项目进行介绍,分析了项目的外部营销环境,并对项目自身的因素进行了SWOT分析；然后,通过设置调研问卷对消费者需求进行调研,并采用马斯洛的需求层次理论对购房者消费需求进行分析,确定长沙保利麓谷林语项目的市场定位；最后,文章从产品开发定位、产品定价、品牌销售策略、广告宣传策略、以及销售营利策略等方面对具体的营销策略进行设计。通过论文研究,通为长沙保利麓谷林语项目的下一步营销工作提供参考,同时对现阶段我国房地产企业的营销策略制订也能提供一些新的思路。
[Abstract]:The real estate industry is one of the important industries in our national economy. As the real estate market moves towards the norm day by day, the competition among the real estate enterprises is becoming more intense. China's real estate market is facing unprecedented challenges. In order to establish a foothold in the competitive real estate market, the importance of real estate marketing research has become more prominent, especially the feasibility and scientific nature of the real estate marketing strategy. The success of real estate projects must rely on the advantages of the company and products to formulate and implement the correct marketing strategy, and the scientific formulation of marketing strategy is not only conducive to promote project sales, This paper attempts to make a systematic marketing plan for the project of Changsha Poly Lu Valley to make it stand out in the increasingly fierce and homogeneous real estate market. Based on the theory of marketing, management and other related disciplines, this paper makes a comprehensive analysis of the current research situation at home and abroad, and studies the marketing strategy of the project in Changsha Poly Valley. This paper introduces the project of Pali Lu Valley language in Changsha, analyzes the external marketing environment of the project, and analyzes the factors of the project itself by SWOT. And using Maslow's hierarchy of demand theory to analyze the consumer demand of buyers to determine the market positioning of Changsha Poly Valley projects; finally, the article from the product development positioning, product pricing, brand sales strategy, advertising strategy, And sales profit strategy and other aspects of the specific marketing strategy design. Through the research of the thesis, it can provide a reference for the next marketing work of Changsha Poly Lu Valley project, at the same time, it can also provide some new ideas for the marketing strategy formulation of Chinese real estate enterprises at the present stage.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F299.233.4

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