本文選題：長沙德科 + 企業(yè)公元項目��； 參考：《湖南大學》2015年碩士論文

【摘要】：2010年以來,國務院陸續(xù)出臺系列房地產(chǎn)調(diào)控政策,堅持房地產(chǎn)市場調(diào)控政策不放松,導致房價下行、消費者信心不足、市場需求低迷。長沙德科公司企業(yè)正是在這樣的形勢下,調(diào)整公司戰(zhàn)略目標,將公司從住宅地產(chǎn)向產(chǎn)業(yè)地產(chǎn)方向發(fā)展。產(chǎn)業(yè)園區(qū)的市場營銷與傳統(tǒng)住宅營銷有很大的區(qū)別,首先在客戶群體上的需求和關(guān)注點都是不同的。其次在工程施工和設計等方面也存在較大的差異。如何將園區(qū)式的辦公樓更好的銷售給目標客戶是本文的研究重點。本文以長沙德科公司企業(yè)公元項目為研究對象,第一步,從研究的背景和意義出發(fā),對國內(nèi)外市場營銷問題研究現(xiàn)狀進行分析,進而提出本文研究的主要內(nèi)容,并提出了本文的重要研究內(nèi)容和方法。第二步,介紹了長沙德科公司企業(yè)公元項目的基本情況,并且依據(jù)PEST理論對長沙德科公司企業(yè)公元項目所處的房地產(chǎn)行業(yè)的外部宏觀環(huán)境和房地產(chǎn)行業(yè)環(huán)境進行了大致分析,通過闡述德科公司人力資源、財務資源與營銷資源三方面的情況,利用SWOT分析對項目進行優(yōu)劣勢分析,進而提出了長沙德科公司企業(yè)公元項目營銷策略的制定,并通過市場細分,對客戶群按地理范圍、自身特性進行了細分,確定目標客戶群,并進行了市場定位。在此基礎上,提出了長沙德科公司企業(yè)公元項目4P組合策略。最后,提出了長沙德科公司企業(yè)公元項目營銷策略的實施步驟與實施保障。本文以長沙德科公司企業(yè)公元項目營銷為例,研究工業(yè)地產(chǎn)項目的營銷過程、系統(tǒng)營銷理論對實踐的指導作用,對于提高房地產(chǎn)開發(fā)企業(yè)的素質(zhì),增強企業(yè)運營活力和競爭力,開發(fā)出適應市場需求的產(chǎn)品,更好的滿足企業(yè)客戶辦公的需要,實現(xiàn)企業(yè)的經(jīng)營目標,具有一定的現(xiàn)實意義。
[Abstract]:Since 2010, the State Council has introduced a series of real estate regulation and control policies, insisting on the real estate market regulation policy not to relax, resulting in a downward housing price, consumer confidence is insufficient, market demand is low. It is in this situation that Changsha Decaux Company adjusts its strategic objectives and develops the company from residential real estate to industrial real estate. The marketing of industrial park is different from that of traditional residential marketing. Firstly, the demands and concerns of customers are different. Secondly, there are great differences in engineering construction and design. How to better sell office buildings to target customers is the focus of this paper. The first step is to analyze the current situation of marketing research at home and abroad from the background and significance of the research, and then put forward the main content of this paper. The important research contents and methods of this paper are also put forward. The second step is to introduce the basic situation of Changsha Deco enterprise project, and based on pest theory to analyze the external macro environment and real estate industry environment of real estate industry in Changsha Deco Company. Through expounding the human resources, financial resources and marketing resources of Deco Company, this paper analyzes the advantages and disadvantages of the project by SWOT analysis, and then puts forward the formulation of the marketing strategy of the project in Changsha Deco Company. Through the market segmentation, the customer group is subdivided according to the geographical range and its own characteristics, the target customer group is determined, and the market positioning is carried out. On this basis, proposed Changsha Decaux enterprise AD 4 P combination strategy. Finally, the paper puts forward the implementation steps and implementation guarantee of the project marketing strategy of Changsha Deco Company. Taking the project marketing of Changsha Deco Company as an example, this paper studies the marketing process of industrial real estate projects and the guiding effect of system marketing theory on practice, which can improve the quality of real estate development enterprises and enhance their operational vitality and competitiveness. It is of practical significance to develop products to meet the needs of the market, to better meet the needs of the enterprise customers and to achieve the business objectives of the enterprises.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F299.233.4

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