句容宝华山别墅项目市场定位与策划研究

发布时间：2018-09-18 20:15

【摘要】：房地产市场定位与策划是一门在房地产市场激烈竞争中形成的,关于房地产营销应该如何进行的新兴学科。同时,房地产行业涉及的范围较为广泛,品种和档次也各不相同,本文不可能泛泛而谈,因此,本文以南京句容宝华山别墅项目(以下简称紫金7号)为研究对象,围绕房地产行业中别墅项目的市场定位与策划展开分析和研究。本文由六部分组成,分别是：1、导论；2、项目的市场环境分析；3、项目的市场定位；4、项目的市场策划；5、项目整合营销传播方案设计；6、结论与展望。通过SWOT分析,本文研究了“紫金七号”项目的优势和劣势、环境变化所带来的发展机会和威胁,发现“紫金七号”项目优势和市场机会明显,弱势点和市场威胁都可以通过规划设计和使用材料进行弥补或通过后期的营销进行弱化和改善。在“紫金七号”项目的市场定位过程中,我们首先选定了仙林大学城的教授、专家,大型企业集团中高层管理人员及科研人员。然后,根据目标客户的特点,确定项目的市场定位。 “紫金七号”项目策划方案的总体实施思想是通过硬件售楼处、样板房、绿地、围墙等辅以广告的展示,使消费者产生项目的品质联想,从而认可项目产品的品质。同时运用体验式营销原理,使消费者认可项目所倡导的生活理念,建立归属感,增加对项目的兴趣。最后辅以一定的销售手段,将项目所吸引的客户进行固化,实现销售。设计团队为“紫金七号”项目的传播确立了“丰碑战略”的整体战略目标,其具体内涵是开发商品牌的一次里程碑、新型别墅行销模式的一次里程碑、高端纯别墅产品的一次里程碑和尖端消费群获取生活价值的一次里程碑。并确立了本项目市场推广策划的5个阶段节点：引导期、开盘期、强销期、持续期和尾盘期,各个阶段相应的媒体策略有所不同,目的是为了达到最佳的媒体传播效果。通过本文的论述,说明房地产营销策划是房地产开发企业所有工作中最为核心的一环,并用实际案例对如何进行房地产营销策划做了详尽的分析和探讨。既然房地产营销策划关系到整个公司的经营目标是否能够顺利实现,那么它就应该作为项目乃至整个公司运营的先头工作来抓,用营销策划引导整个公司的工作开展。只有做好房地产营销策划工作,整个公司的工作才会在有序、高效中进行。
[Abstract]:The positioning and planning of real estate market is a new subject which is formed in the fierce competition of real estate market and how to carry out real estate marketing. At the same time, the real estate industry involves a wide range, varieties and grades are also different, this article can not be discussed in a general way, therefore, this paper takes the Nanjing Zhoulong Baohua Mountain Villa Project (hereinafter referred to as Zijin 7) as the research object. Around the real estate industry villa project market positioning and planning analysis and research. This paper is composed of six parts, which are respectively: 1: 1, introduction 2, analysis of the market environment of the project 3, market orientation of the project 4, market planning of the project 5, design of the project integrated marketing communication scheme 6, conclusion and prospect. Through SWOT analysis, this paper studies the advantages and disadvantages of Zijin 7 project, the development opportunities and threats brought about by environmental change, and finds that the advantages and market opportunities of Zijin 7 project are obvious. Weaknesses and market threats can be remedied by planning, designing and using materials, or weakened and improved by later marketing. In the process of market orientation of Zijin No. 7 project, we first selected the professors, experts, senior management and scientific research personnel of Xianlin University City. Then, according to the characteristics of the target customer, determine the market positioning of the project. The overall implementation idea of "Zijin No.7" project plan is that through the display of hardware sales office, model house, green space, fence and so on, the consumers will have the quality association of the project, thus the quality of the project products will be recognized. At the same time, by using experiential marketing principle, consumers can recognize the concept of life advocated by the project, establish a sense of belonging and increase their interest in the project. Finally, with a certain means of sales, the project attracted customers to solidify to achieve sales. The design team established the overall strategic goal of the "monument strategy" for the spread of the "Zijin 7" project. Its specific connotation is a milestone for the developer's brand and a milestone for the new villa marketing model. High-end pure villa product milestone and sophisticated consumer group to obtain a milestone in life value. The five stages of marketing planning of the project are established: leading period, opening period, strong selling period, duration period and final stage. The corresponding media strategies are different in each stage, in order to achieve the best media communication effect. Through the discussion of this paper, it is explained that the real estate marketing planning is the most important part in all the work of the real estate development enterprise, and how to carry on the real estate marketing plan is analyzed and discussed in detail with the actual case. Since the real estate marketing planning is related to the successful realization of the whole company's business objectives, it should be regarded as the first work of the project and even the whole company's operation, and the whole company's work should be guided by the marketing plan. Only by doing a good job of real estate marketing planning, the entire company will work in an orderly and efficient way.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F293.3

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