H房地产公司X楼盘营销策略研究

发布时间：2018-06-18 15:14

本文选题：房地产公司 + 楼盘营销　；参考：《石河子大学》2013年硕士论文

【摘要】：2012年中国房地产业面临前所未有的考验，中国房地产企业发展也面临着一次重大转型。H房地产公司面对日益激烈的竞争，其X楼盘营销策略问题对于项目销售成功与否变得至关重要。通过本文研究能实现两方面意义：一方面，研究宏观调控下的购房者消费需求，是对特定环境下的房地产营销的理论探讨，具有积极的理论意义；另一方面，通过针对性的消费需求研究，制订H公司X楼盘的楼盘营销策略，能协助H公司更好地做好楼盘营销工作。本文运用了消费者行为研究理论、营销调研技术及房地产市场理论，对住宅商品房市场进行了深入、细致的市场调查，，对住宅商品房市场中消费者的购买行为特征进行了统计分析。在此基础上，对H公司X楼盘的营销策略设计，减少H公司在营销策略的盲目性和随意性，增强营销决策的针对性和有效性。首先，分析了H房地产公司的外部营销环境，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X楼盘的市场定位；最后，从X楼盘开发定位、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。提出在X楼盘定位上进行，人性化设计、个性化设计、科技性设计、全寿命住宅；在楼盘进入市场的初期，采取较低的价格进入市场，采取“低开高走”的策略；在促销方面综合采用集中时限策略、均衡时间策略、季节时间策略、节假日时间策略。通过论文研究，通为H房地产公司X楼盘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]:In 2012, China's real estate industry faced an unprecedented test, and the development of Chinese real estate enterprises also faced a major transformation. H real estate company was facing increasingly fierce competition. Its X-building marketing strategy for the success of project sales has become crucial. In this paper, we can realize two meanings: on the one hand, the study of the consumption demand of house buyers under macro-control is a theoretical study of real estate marketing under a specific environment, which has positive theoretical significance; on the other hand, Through the research of consumption demand, we can make the marketing strategy of H Company X real estate, which can help H Company to do a better job of building marketing. Based on the theory of consumer behavior research, marketing research and real estate market theory, this paper makes a thorough and detailed market investigation on the housing market. This paper makes a statistical analysis on the characteristics of consumer's purchase behavior in the housing market. On this basis, the marketing strategy design of X real estate in H company can reduce the blindness and randomness of H company's marketing strategy, and enhance the pertinence and effectiveness of marketing decision. First of all, it analyzes the external marketing environment of H real estate company, and carries on SWOT analysis to the project's own factors; then, through setting up the questionnaire to investigate the consumer's demand, And by using Maslow's hierarchy of demand theory to analyze the consumer demand of buyers, determine the market positioning of X real estate; finally, from the X property development positioning, pricing, brand sales strategy, advertising strategy, And sales profit strategy and other aspects of the specific marketing strategy design. The paper puts forward the following points: on the orientation of X building, humanized design, individualized design, scientific and technological design, whole life residence, in the early stage of entering the market, the strategy of "low opening and high walking" is adopted to enter the market at lower price. In the aspect of promotion, the strategies of centralized time limit, balanced time, seasonal time and holiday time are adopted. Through the research of this paper, it can provide a reference for the next marketing work of X real estate of H real estate company, at the same time, it can also provide some new ideas for the marketing strategy formulation of our country's real estate enterprises at the present stage.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】