ZA凤凰城房地产项目精准营销模式与应用研究

发布时间：2018-06-21 07:52

本文选题：精准营销 + 精准营销模式　；参考：《华中科技大学》2011年硕士论文

【摘要】：近年来我国房地产业的发展势头越来越迅猛,行业间的竞争也越发的激烈。2011年1月26日,国务院再度推出八条房地产市场调控措施,即新国八条,包括二套房贷首付提至最少六成,从严制定和执行住房限购政策等。随着房源供应量加大,以及消费者购房心理逐渐成熟,以往单纯靠传统营销手段推销楼盘已不能适应市场的要求,房地产企业只有不断创新营销理念和实施精准营销。本文以ZA凤凰城房地产项目为研究对象,采用规范研究和实地调研的研究方法,结合精准营销、营销管理等相关理论,重点分析目前ZA凤凰城房地产项目在目前竞争环境遇到问题,针对目前问题,如何结合自身优势,从客户需求出发实施精准营销,并最后论述精准营销模式在ZA凤凰城房地产项目应用遇到的问题和改进措施。本文主要内容包括:首先,阐述了精准营销的相关理论以及其与传统营销的区别;然后,分析目前房地产行业现状和营销问题以及ZA凤凰城房地产项目实施精准营销必要性;紧接着从目标市场精准、客户定位精准,产品设计精准,渠道精准、精准广告宣传等方面论述精准营销模式在ZA凤凰城房地产项目的实施和效果评估;最后,提出ZA凤凰城房地产项目精准营销模式问题和改进措施。、同时,也希望通过本论文的研究,对房地产行业引入精准营销模型带来一些借鉴意义。
[Abstract]:In recent years, the development of the real estate industry in our country has become more and more rapid, and the competition among the industries is becoming more and more intense. On January 26, 2011, the State Council again introduced eight measures to regulate the real estate market, that is, eight measures in the new country. Including the second mortgage down payment to at least 60%, strict formulation and implementation of housing purchase restrictions, and so on. With the increase of housing supply and the gradual maturity of consumers' psychology of buying houses, in the past, it was impossible to adapt to the requirements of the market simply by traditional marketing methods. The real estate enterprises only kept innovating marketing ideas and implementing accurate marketing. This article takes the ZA Phoenix real estate project as the research object, adopts the standard research and the field investigation research method, unifies the precision marketing, the marketing management and so on correlation theory, Focus on the analysis of the current Za Phoenix real estate project in the current competitive environment encountered problems, in view of the current problems, how to combine their own advantages, starting from the needs of customers to implement precision marketing, Finally, the paper discusses the problems and improvement measures of precision marketing model applied in Phoenix real estate project. The main contents of this paper are as follows: firstly, the related theory of precision marketing and the difference between precision marketing and traditional marketing are expounded; secondly, the current situation and marketing problems of real estate industry and the necessity of precision marketing in Za Phoenix real estate project are analyzed. Then from the target market precision, customer positioning precision, product design precision, channel precision, precision advertising and other aspects of precision marketing model in Phoenix real estate project implementation and effect evaluation; Proposed ZA Phoenix real estate project precision marketing model and improvement measures. At the same time, I also hope that through the study of this paper, the introduction of precision marketing model to the real estate industry to bring some reference significance.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F293.3

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