本文關(guān)鍵詞： 房地產(chǎn) 項(xiàng)目定位 營(yíng)銷(xiāo)策略　出處：《東華大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展,我國(guó)的房地產(chǎn)市場(chǎng)迅速成長(zhǎng)起來(lái)。房地產(chǎn)業(yè)的繁榮,民營(yíng)房地產(chǎn)企業(yè)的崛起,使得房地產(chǎn)業(yè)投資升溫、房?jī)r(jià)上漲,房地產(chǎn)市場(chǎng)的競(jìng)爭(zhēng)變得日趨激烈。為了調(diào)控房?jī)r(jià),我國(guó)政府出臺(tái)了一系列的宏觀調(diào)控政策。在這樣的背景下,房地產(chǎn)開(kāi)發(fā)商要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中占據(jù)一席之地,從前期投資到銷(xiāo)售,每一步都要走得小心而謹(jǐn)慎。在這樣的市場(chǎng)環(huán)境下,K公司W(wǎng)H房地產(chǎn)項(xiàng)目已經(jīng)開(kāi)工,制定和采取行之有效的營(yíng)銷(xiāo)策略是至關(guān)重要的。有效的營(yíng)銷(xiāo)策略有助于房地產(chǎn)企業(yè)及時(shí)了解和掌握房地產(chǎn)市場(chǎng)的發(fā)展?fàn)顩r,為企業(yè)有效鎖定目標(biāo)市場(chǎng)、制定發(fā)展戰(zhàn)略等方面提供可靠的依據(jù)。營(yíng)銷(xiāo)策略的有效分析也可以讓房地產(chǎn)企業(yè)進(jìn)行有效的整合,使房地產(chǎn)項(xiàng)目增強(qiáng)競(jìng)爭(zhēng)力。本文旨在通過(guò)對(duì)WH房地產(chǎn)項(xiàng)目的營(yíng)銷(xiāo)策略的研究,制定一套適合WH項(xiàng)目的營(yíng)銷(xiāo)策略,讓W(xué)H項(xiàng)目的銷(xiāo)售有序?qū)嵤?有所保障,把風(fēng)險(xiǎn)降到最低,繼而對(duì)K公司后續(xù)的開(kāi)發(fā)經(jīng)營(yíng)銷(xiāo)售起到一定的理論和現(xiàn)實(shí)指導(dǎo)意義。同時(shí),也希望能為其它房地產(chǎn)企業(yè)提供有價(jià)值的參考依據(jù)。本文采用了理論與實(shí)例研究相結(jié)合的方法,用“文獻(xiàn)研究法”對(duì)相關(guān)的著作進(jìn)行了分析和研究,希望能為本文奠定一個(gè)有力的理論依據(jù);用“分析法”對(duì)影響wh項(xiàng)目的因素進(jìn)行了分析,讓本文有了科學(xué)依據(jù);用“訪談法”對(duì)客戶進(jìn)行了調(diào)查,讓本文更具有現(xiàn)實(shí)意義。本文選擇從市場(chǎng)營(yíng)銷(xiāo)和營(yíng)銷(xiāo)策略的相關(guān)理論入手,運(yùn)用一系列營(yíng)銷(xiāo)分析工具,結(jié)合房地產(chǎn)市場(chǎng)的發(fā)展現(xiàn)狀,對(duì)k公司wh房地產(chǎn)項(xiàng)目的營(yíng)銷(xiāo)策略進(jìn)行了實(shí)證分析和研究。首先對(duì)wh房地產(chǎn)項(xiàng)目以及開(kāi)發(fā)商k公司做了簡(jiǎn)要概述,然后運(yùn)用pest分析法,對(duì)wh房地產(chǎn)項(xiàng)目所處的外部營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析,繼而運(yùn)用swot分析法對(duì)wh房地產(chǎn)項(xiàng)目進(jìn)行了優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的分析。再通過(guò)stp分析法對(duì)wh房地產(chǎn)項(xiàng)目進(jìn)行了市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇以及市場(chǎng)定位。最后,根據(jù)以上的分析,結(jié)合wh房地產(chǎn)項(xiàng)目的自身特點(diǎn),運(yùn)用4p理論從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)四個(gè)方面提出了一套切實(shí)可行的營(yíng)銷(xiāo)組合策略,并制定了相應(yīng)的營(yíng)銷(xiāo)策略的保障措施,確保整個(gè)營(yíng)銷(xiāo)過(guò)程順利進(jìn)行。
[Abstract]:With the rapid development of China's economy, the real estate market in China has grown rapidly. The prosperity of the real estate industry and the rise of private real estate enterprises have led to a rise in real estate investment and house prices. The competition in the real estate market is becoming increasingly fierce. In order to control housing prices, our government has issued a series of macro-control policies. In this context, real estate developers want to occupy a place in the fierce market competition. From early investment to sales, be careful and cautious at every step. In such a market environment, the WH real estate project of K Company has already started. It is very important to make and adopt effective marketing strategy. Effective marketing strategy is helpful for real estate enterprises to understand and master the development of real estate market in time, and to effectively lock in the target market for enterprises. The effective analysis of marketing strategy can also enable real estate enterprises to integrate effectively and enhance the competitiveness of real estate projects. The purpose of this paper is to study the marketing strategies of WH real estate projects. Make a set of marketing strategy suitable for WH project, let the sales of WH project be carried out in an orderly manner, ensure that the risk is minimized, and then play a certain theoretical and practical guiding significance for the subsequent development and sales of K Company. It also hopes to provide valuable reference for other real estate enterprises. This paper adopts the method of combining theory with case study, and analyzes and studies the relevant works by "literature research method". The author hopes to lay a strong theoretical basis for this paper; analyzes the factors that affect the wh project with "analysis method", which gives the scientific basis for this article; and investigates the customers with "interview method". This article chooses from the marketing and the marketing strategy related theory, uses a series of marketing analysis tools, unifies the real estate market development present situation, This paper makes an empirical analysis and research on the marketing strategy of the wh real estate project of k company. Firstly, it gives a brief overview of the WH real estate project and the developer k company, and then applies pest analysis method to analyze the marketing strategy of the WH real estate project. This paper analyzes the external marketing environment of the WH real estate project, and then analyzes the advantages, disadvantages, opportunities and threats of the WH real estate project by using the swot analysis method. Then, through the stp analysis, the market segmentation of the WH real estate project is carried out. Finally, according to the above analysis, combined with the characteristics of wh real estate project, using 4p theory to put forward a set of feasible marketing combination strategy from four aspects of product, price, channel and promotion. And has formulated the corresponding marketing strategy safeguard measure, guarantees the entire marketing process smoothly.
【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(lèi)號(hào)】：F299.233.4;F274

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