“锦绣澜湾”房地产项目的营销策划研究

发布时间：2018-09-15 06:33

【摘要】：自2010年4月14日出台房地产宏观调控政策——“新国四条”以来,国家不断推出各种房地产调控政策,而且持续至今没有停止的迹象。这在国家房地产宏观政策调整的历史上是前所未有的:一线城市的房地产市场量跌价滞,二三线城市房地产限购政策也纷纷出台,一时间整个行业风声鹤唳。随着沈抚同城一体化的推进,位于沈阳抚顺交界处的沈抚新城变得愈发引人注目,众多著名房地产开发商云集于此。明达意航集团也看准时机,在此开发了“锦绣澜湾”项目,该项目位于辽宁省的沈阳和抚顺之间的抚顺经济开发区,周边人烟稀少,目前的城市基础配套设施极其缺乏,但未来规划前景光明。如何在现阶段的诸多不利客观条件下,通过营销资源整合,一举突破现有环境劣势和发展瓶颈,也是市场营销部门必须面临和解决的首要问题。本文首先对“锦绣澜湾”项目所处的营销环境进行了分析,包括国家新政策下该地区房地产行业状况分析、沈抚地区房地产市场现状分析和项目周边其它竞争性项目分析等,从整体上分析了本项目目前所处的政策和现实状况。研究发现,政府此次对房地产调控的决心不容忽视,住房问题已经从经济层面上升到影响社会稳定、关乎国计民生的政治层面,政策的严厉程度前所未有,大超预期,对于投机性需求抑制更明显。2010年抚顺房地产开发建设投资继续保持较快增长速度,房地产市场形势良好,对该市房地产市场发展趋势仍信心较足,地产行业仍有一定上升空间,尤其是本项目所在的沈抚新城,随着沈抚一体化的进行,该区域必将成为促进沈抚发展的重要因素。然后对“锦绣澜湾”项目做了整体介绍,此项目品质高、位置佳,无论从标准上,还是内涵上,明达意航集团的“锦绣澜湾”项目都可堪称区域翘楚,优势非常明显;紧接着,本文对该项目所处的市场进行了分析,对可能影响项目的各种因素做了深入的调查,综合各方面信息以及项目自身的优势,确定了项目的可行性。由于“锦绣澜湾”项目地处沈抚交界处,随着沈抚同城一体化的推进,该地段现在正逐渐成为一片商家必争之地。随后,对项目的市场、客户、产品等进行了具体的分析和定位,根据不同消费群体的购买习惯、倾向及能力设计了不同的户型和房源,并确立了相应的政策。户型设计上,“锦绣澜湾”项目为西班牙异域风情生态景观大盘,特点鲜明,定位明确,目前本区域市场上高层住宅主力总价在40—60万元之间,而别墅(包括联排等类别墅)的总价在100—300万元之间。根据市场分析的结论,本项目主力户型的总价应控制在30—45万以及50—100万元两个区间内,以避开直接的市场竞争,直接命中目标市场,形成市场差异,填补市场空白;最后,结合前文的分析,针对不同市场环境、不同客户、不同产品分别制订了相应的营销策略,如推盘策略、广告策略、公关策略、品牌推广策略、价格体系策略及销售策略,其中销售策略根据调查的结果和市场现状,本文提出了自行销售、团购和网络营销等方式。
[Abstract]:Since the promulgation of the real estate macro-control policy on April 14, 2010 - "the Four Articles of the New Country", the state has continuously introduced various real estate control policies, and there are no signs of ceasing. This is unprecedented in the history of the national macro-policy adjustment of real estate: the real estate market in the first-tier cities fell slowly, and the second-tier and third-tier cities fell slowly. The real estate purchase policy has also been introduced, and the whole industry is in a state of alarm.
With the integration of Shenyang and Fushun, Shenfu New Town, which is located at the junction of Shenyang and Fushun, has become more and more noticeable. Many famous real estate developers have gathered here. Mingda Italian Airlines Group has also taken the opportunity to develop the "Splendid Lanwan" project, which is located in the Fushun Economic Development Zone between Shenyang and Fushun in Liaoning Province, Zhou How to break through the existing environmental disadvantage and the bottleneck of development through the integration of marketing resources under many unfavorable and objective conditions at this stage is also the primary problem that the marketing department must face and solve.
Firstly, this paper analyzes the marketing environment of "Jinxiulan Lanwan" project, including the analysis of the real estate industry in this area under the new national policy, the analysis of the real estate market in Shenfu area and the analysis of other competitive projects around the project, and analyzes the current policy and the actual situation of the project as a whole. Now, the government's determination to regulate real estate can not be ignored. The housing problem has risen from the economic level to the political level affecting social stability, national economy and people's livelihood. The severity of the policy is unprecedented, exceeding expectations, and restraining speculative demand is more obvious. Speed, the real estate market situation is good, the city's real estate market development trend is still more confident, the real estate industry still has some room to rise, especially the Shenfu New Town where the project is located, with the integration of Shenfu, the region will become an important factor to promote the development of Shenfu. Shao, the project is of high quality and good location, whether from the standard or connotation, Mingda Italian Airlines Group's "Jinxiulan Lanwan" project can be called the regional leader, the advantages are very obvious; then, this paper analyzes the market of the project, makes an in-depth investigation of various factors that may affect the project, and synthesizes all aspects of information. As the project is located at the junction of Shenfu and Shenzhen, with the integration of Shenfu and Tongcheng, this area is becoming an inevitable place for businessmen. Subsequently, the project market, customers, products and other specific analysis and positioning, according to different consumer groups. In the design of the apartment type, the project "Jinxiulan Lanwan" is an exotic ecological landscape of Spain, with distinct features and clear positioning. At present, the main price of the high-rise residential buildings in the regional market is between 400,000 yuan and 600,000 yuan, while the villas (including row, etc.). According to the conclusion of the market analysis, the total price of the main household type of this project should be controlled in the two intervals of 300-450,000 and 500-1 million yuan, in order to avoid the direct market competition, hit the target market directly, form market differences and fill the gap in the market; finally, combined with the above analysis, according to different cities, the total price of the main household type of this project should be controlled. Market environment, different customers and different products have formulated corresponding marketing strategies, such as pushing strategy, advertising strategy, public relations strategy, brand promotion strategy, price system strategy and sales strategy. According to the results of the survey and market situation, this paper puts forward self-marketing, group buying and network marketing.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F293.33

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