W房地产集团Y项目推广策略研究
发布时间：2019-06-24 17:06
【摘要】：房地产行业近几年来在中国的高速发展也带来了行业内白热化的竞争。市场的变幻莫测,政策的调整和干预,迫使房地产开发商重新面对和深入考虑这样的问题:采用什么样的市场战略、推广策略使其在众多竞争对手中脱颖而出,取得不错的销售业绩。好的推广策略体现在产品定位、市场推广、广告策略等一系列过程中,需要多方面的资源整合。W房地产集团是一家面向全国的集团性房地产开发企业。Y项目是W集团的核心项目之一,为了让Y项目更准确地定位、快速地推广,制定出一整套有效的市场推广策略,成了重中之重。本文共分四章,首先分析了W房地产集团Y项目当前的营销环境,接着对该项目进行市场细分和市场定位,然后对Y项目的市场推广策略进行了设计,最后从市场效果等方面分析了这些推广策略的实施。 第一章,主要介绍W房地产集团以及Y项目现状,外部宏观环境、行业竞争环境等。首先是运用PEST分析来分析外部宏观和环境,PEST分析主要是通过分析当前政治、经济、社会和技术这四大类影响着企业经营发展的外部环境因素,为项目在制定市场规划、产品、价格战略及企业发展战略提供了一定的帮助。 其次,运用“波特五力”模型来分析行业中的竞争环境。波特五力模型属于外部环境分析中的微观环境分析,主要用来分析本行业的企业竞争格局以及本行业与其他行业之间的关系。根据波特(M.E.Porter)的观点,一个行业中的竞争,不止是在原有竞争对手中进行,而是存在着五种基本的竞争力量影响企业的发展。这五种基本竞争力量的状况及综合强度,决定着行业的竞争激烈程度,从而决定着行业中最终的获利潜力以及资本向本行业的流向程度,这一切最终决定着企业保持收益的能力。一种可行战略的提出首先应该包括确认并评价这五种力量,不同力量的特性和重要性因行业和公司的不同而变化,波特的竞争力模型的意义在于,五种竞争力量的抗争中蕴含着三类成功的战略思想:总成本领先战略、差异化战略、专一化战略。 最后,通过SWOT分析得出结论为推广策略指明方向。 第二章,主要通过对STP战略的分析,明确Y项目的市场细分、确定目标市场及市场定位。市场细分的基础上选择对本企业最有吸引力并能有效占领的那部分市场为目标,并制定相应的产品计划和营销计划为其服务,这样企业就可以把有限的资源,人力和财力用到能生产最大效益的方面,确定了目标市场,为企业及产品在目标市场上树立特色,选择那些与企业任务,目标,资源条件相一致的市场,塑造形象,以取得绝对的竞争优势。 第三章主要分析Y项目的推广策略。分别对于四种不同的推广策略:(1)现场推广策略;(2)平面广告策略;(3)价格折让策略;(4)公关活动策略进行设计和分析。 第四章是Y项目的推广效果评估。 通过全文我们得出,房地产企业营销推广活动的关键在于市场细分和市场定位,在此基础上制定出适合本项目的推广策略。推广策略应充分考虑到市场环境及社会环境并根据企业自身的情况进行制定。
[Abstract]:The high-speed development of the real estate industry in China has also brought the fierce competition in the industry in recent years. The vagaries of the market, the adjustment and the intervention of the policy, the real estate developer to face and in-depth consideration of the question: what kind of market strategy is adopted, the promotion strategy makes it stand out in many competitors, and has achieved good sales performance. The good promotion strategy is reflected in a series of processes, such as product location, marketing, and advertising strategy. W Real Estate Group is a country-oriented group-based real estate development enterprise. The Y project is one of the core projects of the W Group. In order for the Y project to be more accurately positioned and quickly promoted, a complete set of effective marketing strategies has been developed. The paper is divided into four chapters. First, the current marketing environment of the Y project of the W real estate group is analyzed, then the market segmentation and market positioning are carried out on the project, then the marketing strategy of the Y project is designed, and the implementation of these promotion strategies is finally analyzed from the aspects of the market effect and the like. The first chapter mainly introduces the situation of the W real estate group and the Y project, the external macro environment and the industry competition ring. in that first place, the PEST analysis is used to analyze the external macro-and environment, and the PEST analysis is mainly through the analysis of the current political, economic, social and technical four kinds of influence on the external environment factor of the enterprise's business development, and for the project in the development of market planning, The product, the price strategy and the enterprise development strategy provide a certain Help. Second, use the "Porter's five forces" model to analyze the industry The competitive environment of Porter's five-force model belongs to the micro-environment analysis in the external environment analysis, which is mainly used to analyze the competition pattern of enterprises in the industry and the industry and other industries The relationship between the competition in an industry, not only in the original competitors, but the impact of the five basic competitive forces, according to the point of view of the M. E. Porter. The development of the enterprise. The state and the comprehensive strength of the five basic competitive forces determine the degree of competition of the industry, so as to determine the ultimate profit potential in the industry and the flow direction of the capital to the industry, which ultimately determines the enterprise to maintain The first of a feasible strategy should include the recognition and evaluation of the five forces, the characteristics and importance of different forces being different from the industry and the company, the significance of Porter's competitiveness model is that there are three types of success in the struggle of the five competing forces Strategic thinking: total cost lead strategy, differentiation strategy, Special strategy. Finally, through the SWOT analysis, it is concluded that The second chapter, through the analysis of the STP strategy, makes clear the market segmentation of the Y-project. Identify the target market and market positioning. The market segment is based on the selection of the most attractive and effective part of the market for the enterprise and the corresponding product plan and marketing plan for its service, so that the enterprise can use limited resources, human and financial resources. To the extent that the maximum benefit can be produced, the target market is established, the characteristics of the enterprise and the product are set up in the target market, and the market, the image and the image which are consistent with the enterprise's tasks, objectives and resource conditions are selected In order to obtain an absolute competitive advantage. The three chapters mainly analyze the promotion strategy of the Y project. For four different promotion strategies, (1) the on-site promotion strategy; (2) the plane advertising strategy; (3) the price discount policy; and (4) ) The design and analysis of the policy of public-close activity. The fourth chapter is the evaluation of the promotion effect of the Y project. Through the full text, the key to the marketing and promotion of the real estate enterprise lies in the market segmentation and the market positioning. In addition, the promotion strategy suitable for this project is developed on this basis. The promotion strategy should take fully into account the market ring
【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】：F293.3;F274
本文编号：2505224
[Abstract]:The high-speed development of the real estate industry in China has also brought the fierce competition in the industry in recent years. The vagaries of the market, the adjustment and the intervention of the policy, the real estate developer to face and in-depth consideration of the question: what kind of market strategy is adopted, the promotion strategy makes it stand out in many competitors, and has achieved good sales performance. The good promotion strategy is reflected in a series of processes, such as product location, marketing, and advertising strategy. W Real Estate Group is a country-oriented group-based real estate development enterprise. The Y project is one of the core projects of the W Group. In order for the Y project to be more accurately positioned and quickly promoted, a complete set of effective marketing strategies has been developed. The paper is divided into four chapters. First, the current marketing environment of the Y project of the W real estate group is analyzed, then the market segmentation and market positioning are carried out on the project, then the marketing strategy of the Y project is designed, and the implementation of these promotion strategies is finally analyzed from the aspects of the market effect and the like. The first chapter mainly introduces the situation of the W real estate group and the Y project, the external macro environment and the industry competition ring. in that first place, the PEST analysis is used to analyze the external macro-and environment, and the PEST analysis is mainly through the analysis of the current political, economic, social and technical four kinds of influence on the external environment factor of the enterprise's business development, and for the project in the development of market planning, The product, the price strategy and the enterprise development strategy provide a certain Help. Second, use the "Porter's five forces" model to analyze the industry The competitive environment of Porter's five-force model belongs to the micro-environment analysis in the external environment analysis, which is mainly used to analyze the competition pattern of enterprises in the industry and the industry and other industries The relationship between the competition in an industry, not only in the original competitors, but the impact of the five basic competitive forces, according to the point of view of the M. E. Porter. The development of the enterprise. The state and the comprehensive strength of the five basic competitive forces determine the degree of competition of the industry, so as to determine the ultimate profit potential in the industry and the flow direction of the capital to the industry, which ultimately determines the enterprise to maintain The first of a feasible strategy should include the recognition and evaluation of the five forces, the characteristics and importance of different forces being different from the industry and the company, the significance of Porter's competitiveness model is that there are three types of success in the struggle of the five competing forces Strategic thinking: total cost lead strategy, differentiation strategy, Special strategy. Finally, through the SWOT analysis, it is concluded that The second chapter, through the analysis of the STP strategy, makes clear the market segmentation of the Y-project. Identify the target market and market positioning. The market segment is based on the selection of the most attractive and effective part of the market for the enterprise and the corresponding product plan and marketing plan for its service, so that the enterprise can use limited resources, human and financial resources. To the extent that the maximum benefit can be produced, the target market is established, the characteristics of the enterprise and the product are set up in the target market, and the market, the image and the image which are consistent with the enterprise's tasks, objectives and resource conditions are selected In order to obtain an absolute competitive advantage. The three chapters mainly analyze the promotion strategy of the Y project. For four different promotion strategies, (1) the on-site promotion strategy; (2) the plane advertising strategy; (3) the price discount policy; and (4) ) The design and analysis of the policy of public-close activity. The fourth chapter is the evaluation of the promotion effect of the Y project. Through the full text, the key to the marketing and promotion of the real estate enterprise lies in the market segmentation and the market positioning. In addition, the promotion strategy suitable for this project is developed on this basis. The promotion strategy should take fully into account the market ring
【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】：F293.3;F274
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