發(fā)布時(shí)間：2018-07-22 11:05

【摘要】：當(dāng)前,房地產(chǎn)市場(chǎng)已從過(guò)去的賣方市場(chǎng)過(guò)渡到買方市場(chǎng),客戶需求更加多元化,房地產(chǎn)企業(yè)和房地產(chǎn)項(xiàng)目也愈加品牌化、專業(yè)化和多元化。房地產(chǎn)市場(chǎng)的研究和營(yíng)銷策劃是決定房地產(chǎn)項(xiàng)目能否取得成功的前提和關(guān)鍵。閔行星河灣項(xiàng)目作為星河灣地產(chǎn)在上海推出的第二個(gè)地產(chǎn)項(xiàng)目,雖然保持了星河灣項(xiàng)目注重品質(zhì)和設(shè)計(jì)、引入高檔物業(yè)的“品質(zhì)地產(chǎn)”理念,在高端客戶群中有較強(qiáng)的市場(chǎng)影響力。但由于缺乏足夠的市場(chǎng)調(diào)研,閔行星河灣項(xiàng)目一期并未實(shí)現(xiàn)預(yù)期的“開盤即售罄”的神話。由于地理位置不佳,周邊樓盤檔次不高,間接拉低了項(xiàng)目整體優(yōu)勢(shì),使得銷售價(jià)格一度下跌。對(duì)于閔行星河灣二期項(xiàng)目,如何在限購(gòu)限貸的政策新環(huán)境下,以及日益激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境中脫穎而出,實(shí)現(xiàn)預(yù)期的銷售目標(biāo),是閔行星河灣項(xiàng)目成敗與否的重大難題。閔行星河灣項(xiàng)目想要獲取預(yù)期的收益,不僅需要在住宅品質(zhì)和設(shè)計(jì)上下功夫,還需要對(duì)房地產(chǎn)市場(chǎng)進(jìn)行準(zhǔn)確細(xì)分,找準(zhǔn)目標(biāo)客戶群,了解客戶的需求,有針對(duì)性的推廣和營(yíng)銷。本文首先對(duì)閔行星河灣項(xiàng)目的營(yíng)銷環(huán)境進(jìn)行分析,在此基礎(chǔ)上通過(guò)問(wèn)卷調(diào)查法對(duì)高端房地產(chǎn)市場(chǎng)進(jìn)行調(diào)研,并運(yùn)用市場(chǎng)細(xì)分理論定位目標(biāo)客戶,挖掘潛在客戶特征、購(gòu)買動(dòng)機(jī)、產(chǎn)品需求等,最后通過(guò)4p營(yíng)銷策略制定符合項(xiàng)目特點(diǎn)并切實(shí)有效的項(xiàng)目營(yíng)銷策劃方案,為開發(fā)商的營(yíng)銷決策提供較為客觀真實(shí)的依據(jù)。為此,本文設(shè)計(jì)了六個(gè)部分作為文章的框架。第一部分是緒論,闡明論文研究的背景及意義、思路及研究方法;第二部分是對(duì)房地產(chǎn)營(yíng)銷理論的概述;第三部分通過(guò)PEST理論和SWOT理論對(duì)閔行星河灣項(xiàng)目的營(yíng)銷環(huán)境進(jìn)行分析;第四部分是全文的主體部分,通過(guò)對(duì)潛在客戶的市場(chǎng)調(diào)查,整體上把握客戶的需求,為營(yíng)銷策劃方案的制定提供事實(shí)依據(jù);第五部分是閔行星河灣項(xiàng)目的STP分析,通過(guò)市場(chǎng)細(xì)分策略選定目標(biāo)市場(chǎng),并對(duì)產(chǎn)品和客戶精準(zhǔn)定位;第六部分是閔行星河灣項(xiàng)目營(yíng)銷策劃方案的制定,這一部分是全文的重點(diǎn)。在經(jīng)過(guò)市場(chǎng)調(diào)研和市場(chǎng)細(xì)分的基礎(chǔ)上,通過(guò)4ps營(yíng)銷策略制定項(xiàng)目的營(yíng)銷方案。最后一部分是結(jié)論,對(duì)全文進(jìn)行總結(jié),并且提出對(duì)中國(guó)房地產(chǎn)發(fā)展的展望。
[Abstract]:At present, the real estate market has transitioned from the seller market to the buyer market, the customer demand is more diversified, the real estate enterprise and the real estate project also become more brand, specialization and diversification. Real estate market research and marketing planning is the premise and key to the success of real estate projects. Minhang Xinghe Bay Project is the second real estate project launched in Shanghai by Xinghewan Real Estate. Although it maintains the focus on quality and design of Xinghe Bay Project, it introduces the concept of "quality Real Estate" of high-grade property. In the high-end customer base has strong market influence. However, due to the lack of sufficient market research, Minhang Xinghe Bay Project Phase I did not achieve the expected myth of "sell out at the beginning of the market". Because the geographical location is not good, the peripheral estate grade is not high, indirectly pulled the project overall superiority, causes the sale price to drop once. For the second phase of Minhang Xinghe Bay Project, how to stand out in the new environment of limited purchase and credit and in the increasingly fierce market competition environment and achieve the expected sales target is a major problem for the success or failure of Minhang River Bay Project. Minhang Xinghewan Project wants to obtain the expected income, not only need to work hard on residential quality and design, but also need to subdivide the real estate market accurately, find out the target customer group, understand the customer's demand, and promote and market the target. This paper first analyzes the marketing environment of Minhang Xinghewan Project, and then investigates the high-end real estate market by questionnaire, and uses the theory of market segmentation to locate the target customers, excavate the characteristics of potential customers, and purchase motivation. Finally, through the 4p marketing strategy to make the project marketing planning plan which is in line with the project characteristics and effective, which provides a more objective and real basis for the developer's marketing decision. To this end, this paper designed six parts as the framework of the article. The first part is the introduction to clarify the background and significance of the paper, ideas and research methods; the second part is an overview of the real estate marketing theory; the third part through pest theory and SWOT theory to analyze the marketing environment of Minhang Xinghewan project; The fourth part is the main part of the full text, through the market survey of potential customers, the overall grasp of customer needs, for the formulation of marketing planning, the fifth part is the STP analysis of Minhang River Bay Project, Through the strategy of market segmentation, the target market is selected, and the products and customers are precisely positioned; the sixth part is the formulation of the project marketing plan of Minhang Xinghe Bay, this part is the focus of the full text. On the basis of market research and market segmentation, the project marketing plan is formulated through 4ps marketing strategy. The last part is the conclusion, summarizes the full text, and puts forward the prospect of China's real estate development.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F299.233.4

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