本文選題：整合營銷　切入點(diǎn)：企業(yè)文化　出處：《沈陽理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：本文以處于五期開發(fā)的遠(yuǎn)洋天地房地產(chǎn)項(xiàng)目為例,項(xiàng)目目前面臨市場競爭選擇、產(chǎn)品定位、定價(jià)及推廣等營銷難題,如競爭選擇不當(dāng),產(chǎn)品定位、定價(jià)失準(zhǔn),極可能造成滯銷給企業(yè)帶來巨大損失和經(jīng)營風(fēng)險(xiǎn)。如何抓住營銷內(nèi)涵,進(jìn)行系統(tǒng)的營銷策略制定是項(xiàng)目急需解決的問題。本文研究共分如下幾個(gè)部分:通過理論與實(shí)踐相結(jié)合,運(yùn)用市場營銷理論基礎(chǔ),對(duì)4P理論、STP營銷理論、SWOT分析法、PAST分析法等進(jìn)行總結(jié)歸納,對(duì)遠(yuǎn)洋天地房地產(chǎn)項(xiàng)目營銷策略打出了一套“組合拳”。對(duì)遠(yuǎn)洋天地房地產(chǎn)項(xiàng)目的營銷環(huán)境進(jìn)行了科學(xué)系統(tǒng)的分析,運(yùn)用PAST分析法對(duì)外部環(huán)境中的政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境、技術(shù)環(huán)境進(jìn)行了綜合演繹;對(duì)內(nèi)部環(huán)境中的人才結(jié)構(gòu)、財(cái)務(wù)狀況進(jìn)行了深刻的解析,運(yùn)用SWOT分析法對(duì)周邊競品項(xiàng)目及潛在客戶進(jìn)行了精準(zhǔn)的定位,使企業(yè)成功地避開了市場競爭。運(yùn)用STP營銷理論以差異化產(chǎn)品定位成功破局市場,形成獨(dú)有的市場份額占有。為了探尋營銷策略的新思路、新方法,運(yùn)用4P理論制定了項(xiàng)目的“產(chǎn)品策略、價(jià)格策略、渠道策略、推廣策略和新媒體策略”。同時(shí),為了保證各項(xiàng)策略的有效實(shí)施,通過優(yōu)化企業(yè)人才保障,深化企業(yè)制度管理,強(qiáng)化企業(yè)文化這三種手段,為企業(yè)提供了行之有效的營銷策略保障,使遠(yuǎn)洋天地房地產(chǎn)項(xiàng)目的營銷策略輸出更具科學(xué)性、實(shí)踐性和客觀性。
[Abstract]:This paper takes the ocean world real estate project developed in five phases as an example. The project is currently facing marketing problems such as market competition choice, product positioning, pricing and promotion, such as improper selection of competition, product positioning, mispricing, etc. It is very likely that the unsalable will bring huge losses and business risks to the enterprise. How to grasp the marketing connotation and make the marketing strategy in a systematic way is an urgent problem for the project. The research in this paper is divided into several parts as follows: through the combination of theory and practice, On the basis of marketing theory, this paper sums up the 4P theory and STP marketing theory with SWOT analysis method and fast analysis method. This paper gives out a set of "combined fist" to the marketing strategy of ocean world real estate project. It makes a scientific and systematic analysis of the marketing environment of ocean world real estate project, and applies PAST analysis method to the political environment and economic environment in the external environment. The social environment and technical environment have been comprehensively deduce, the talent structure and financial situation in the internal environment have been deeply analyzed, and the SWOT analysis method has been used to accurately position the peripheral competitive items and potential customers. The STP marketing theory is used to locate the market successfully and form a unique market share. In order to explore the new ideas and methods of marketing strategy, the enterprise has successfully avoided the market competition. The "product strategy, price strategy, channel strategy, promotion strategy and new media strategy" are formulated by using 4P theory. Meanwhile, in order to ensure the effective implementation of each strategy, the enterprise system management is deepened by optimizing the enterprise talent guarantee. Strengthening the three means of enterprise culture provides an effective marketing strategy guarantee for the enterprise and makes the export of marketing strategy of ocean real estate project more scientific practical and objective.
【學(xué)位授予單位】：沈陽理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F274

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