“江铃景泰花园”项目的市场营销策略研究

发布时间：2018-02-11 14:28

本文关键词： 市场营销房地产市场定位　出处：《对外经济贸易大学》2007年硕士论文　论文类型：学位论文

【摘要】： “景泰花园”项目是江铃汽车集团江西江铃房地产股份有限公司拟开发的大盘中高档住宅项目。在南昌市房地产市场上竞争非常激烈、消费者的需求趋向多元化和多变性的市场环境下,研究“景泰花园”项目的市场营销问题具有非常现实的意义。本文正是以此为研究背景,运用现代市场营销理论以及定性与定量相结合的分析方法,来研究“景泰花园”项目的市场营销策略。首先,在进行大量翔实调查研究的基础上,对本项目的市场环境进行了全面的SWOT分析。认为大盘中高档商品房供不应求和消费者有较强的支付能力是最主要的市场机会,而市场竞争激烈和缺乏成熟的分销商构成环境威胁,企业核心能力雄厚是突出的竞争优势,周边配套环境较差是最大的劣势。其次,选择本项目的目标市场并进行了市场定位。以公务员和教师为主、私营企业主、时尚青年是本项目的主要目标客户;在板式小高层和点状高层中设计三室两厅为主的住宅;以“小桥、流水、人家”为主题,全力打造泉文化和桥文化;完善户内智能化配套设施,采用多功能定位,迎合最新潮流创新产品以增强竞争优势。最后,确定了营销组合策略。在产品策略中,确定项目生命周期的不同阶段及其营销策略,创立“景泰花园”品牌,创新服务项目。在价格策略中,低开高走进行市场渗透,差异化定价满足差异化需求,并进行适当折扣。在渠道策略中,项目一期直接销售给内部职工,二期选择分销商间接销售,在适当的时机进行网上销售。在促销策略中,以报纸为主进行广告宣传,在人员推销中注重推销技巧,遵循诚信原则。
[Abstract]:The "Jingtai Garden" project is a high-grade residential project to be developed by Jiangling Automobile Group Jiangxi Jiangling Real Estate Co., Ltd. The competition is very fierce in Nanchang real estate market. Under the diversified and changeable market environment, it is of great practical significance to study the marketing problems of Jingtai Garden Project. This paper uses the modern marketing theory and the combination of qualitative and quantitative analysis to study the marketing strategy of Jingtai Garden project. Firstly, on the basis of a large number of detailed investigation and research, this paper studies the marketing strategy of Jingtai Garden Project by using the modern marketing theory and the combination of qualitative and quantitative analysis. This paper makes a comprehensive SWOT analysis of the market environment of this project. It is considered that the most important market opportunity is the oversupply of high-grade commercial housing in the market and the strong ability of consumers to pay for it. The fierce competition in the market and the lack of mature distributors pose an environmental threat. The strong core competence of the enterprise is the outstanding competitive advantage, and the poor surrounding environment is the biggest disadvantage. Choose the target market of this project and carry on the market orientation. Take the civil servant and teacher as the main, private enterprise owner, fashion youth is the main target customer of this project, design the house with three rooms, two rooms and two main rooms in the board type small tall building and the dot shape high rise level; Take "small bridge, income, people" as the theme, make every effort to create spring culture and bridge culture; perfect indoor intelligent supporting facilities, adopt multi-function positioning, cater to the latest trend and innovation products to enhance competitive advantage. In the product strategy, the different stages of the project life cycle and its marketing strategy are determined, the "Jingtai Garden" brand is established, and the service project is innovated. In the channel strategy, the first phase of the project is sold directly to the internal staff, the second stage is sold indirectly by the distributor, and the online sales are carried out at the appropriate time. The newspaper mainly carries on the advertisement propaganda, pays attention to the promotion skill in the personnel promotion, obeys the good faith principle.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F293.3

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