本文關(guān)鍵詞： 房地產(chǎn) 項目定位 營銷策略　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國經(jīng)濟的快速發(fā)展,我國的房地產(chǎn)市場迅速成長起來。房地產(chǎn)業(yè)的繁榮,民營房地產(chǎn)企業(yè)的崛起,使得房地產(chǎn)業(yè)投資升溫、房價上漲,房地產(chǎn)市場的競爭變得日趨激烈。為了調(diào)控房價,我國政府出臺了一系列的宏觀調(diào)控政策。在這樣的背景下,房地產(chǎn)開發(fā)商要想在激烈的市場競爭中占據(jù)一席之地,從前期投資到銷售,每一步都要走得小心而謹(jǐn)慎。在這樣的市場環(huán)境下,K公司W(wǎng)H房地產(chǎn)項目已經(jīng)開工,制定和采取行之有效的營銷策略是至關(guān)重要的。有效的營銷策略有助于房地產(chǎn)企業(yè)及時了解和掌握房地產(chǎn)市場的發(fā)展?fàn)顩r,為企業(yè)有效鎖定目標(biāo)市場、制定發(fā)展戰(zhàn)略等方面提供可靠的依據(jù)。營銷策略的有效分析也可以讓房地產(chǎn)企業(yè)進行有效的整合,使房地產(chǎn)項目增強競爭力。本文旨在通過對WH房地產(chǎn)項目的營銷策略的研究,制定一套適合WH項目的營銷策略,讓W(xué)H項目的銷售有序?qū)嵤?有所保障,把風(fēng)險降到最低,繼而對K公司后續(xù)的開發(fā)經(jīng)營銷售起到一定的理論和現(xiàn)實指導(dǎo)意義。同時,也希望能為其它房地產(chǎn)企業(yè)提供有價值的參考依據(jù)。本文采用了理論與實例研究相結(jié)合的方法,用“文獻研究法”對相關(guān)的著作進行了分析和研究,希望能為本文奠定一個有力的理論依據(jù);用“分析法”對影響wh項目的因素進行了分析,讓本文有了科學(xué)依據(jù);用“訪談法”對客戶進行了調(diào)查,讓本文更具有現(xiàn)實意義。本文選擇從市場營銷和營銷策略的相關(guān)理論入手,運用一系列營銷分析工具,結(jié)合房地產(chǎn)市場的發(fā)展現(xiàn)狀,對k公司wh房地產(chǎn)項目的營銷策略進行了實證分析和研究。首先對wh房地產(chǎn)項目以及開發(fā)商k公司做了簡要概述,然后運用pest分析法,對wh房地產(chǎn)項目所處的外部營銷環(huán)境進行了分析,繼而運用swot分析法對wh房地產(chǎn)項目進行了優(yōu)勢、劣勢、機會和威脅的分析。再通過stp分析法對wh房地產(chǎn)項目進行了市場細(xì)分、目標(biāo)市場選擇以及市場定位。最后,根據(jù)以上的分析,結(jié)合wh房地產(chǎn)項目的自身特點,運用4p理論從產(chǎn)品、價格、渠道、促銷四個方面提出了一套切實可行的營銷組合策略,并制定了相應(yīng)的營銷策略的保障措施,確保整個營銷過程順利進行。
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.233.4;F274

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