發(fā)布時(shí)間：2018-06-10 09:42

  本文選題：SWOT分析 + STP分析��； 參考：《廣西大學(xué)》2017年碩士論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)進(jìn)入轉(zhuǎn)型期,中國(guó)的房地產(chǎn)行業(yè)也進(jìn)入新一輪調(diào)整期,面臨新的挑戰(zhàn)。中國(guó)住房市場(chǎng)已由“賣(mài)方市場(chǎng)”進(jìn)入“買(mǎi)方市場(chǎng)”時(shí)代,住房市場(chǎng)發(fā)展由高速增長(zhǎng)到中速增長(zhǎng),加速增長(zhǎng)向減速增長(zhǎng)轉(zhuǎn)變。當(dāng)前,房地產(chǎn)住宅市場(chǎng)上觀(guān)望情緒較為濃厚,消費(fèi)者不再盲目跟風(fēng)投資,“營(yíng)改增”政策全面推開(kāi),由于成交量日益減少,房地產(chǎn)開(kāi)發(fā)企業(yè)承受著巨大的資金壓力,給我國(guó)房地產(chǎn)行業(yè)帶來(lái)了巨大的挑戰(zhàn)。其中,三、四線(xiàn)中小城市的房地產(chǎn)項(xiàng)目面臨的發(fā)展環(huán)境和競(jìng)爭(zhēng)挑戰(zhàn)更為嚴(yán)峻,一些中小地產(chǎn)商也隨時(shí)面臨資金鏈斷裂的風(fēng)險(xiǎn)。在電子商務(wù)蓬勃發(fā)展的今天,如何在新環(huán)境和新形勢(shì)下制定科學(xué)合理的房地產(chǎn)營(yíng)銷(xiāo)策略變得尤為重要。欽州市處于中國(guó)—東盟自貿(mào)區(qū)、泛北部灣經(jīng)濟(jì)合作區(qū)等多個(gè)區(qū)域合作交匯點(diǎn),區(qū)位優(yōu)越,戰(zhàn)略地位突出,其房地產(chǎn)發(fā)展總體而言仍有較大潛力,但受總體經(jīng)濟(jì)水平和城市規(guī)模等影響,市場(chǎng)容量和經(jīng)濟(jì)總量相對(duì)有限,居民消費(fèi)能力仍相對(duì)較弱。本研究以欽州市的L公司房地產(chǎn)項(xiàng)目為案例進(jìn)行分析,以國(guó)內(nèi)外企業(yè)營(yíng)銷(xiāo)策略相關(guān)理論為基礎(chǔ),利用多種研究方法,根據(jù)SWOT分析法、4P理論分析法和STP戰(zhàn)略等對(duì)電子商務(wù)背景下房地產(chǎn)營(yíng)銷(xiāo)策略進(jìn)行分析,并針對(duì)欽州市房地產(chǎn)住宅市場(chǎng)的具體情況進(jìn)行詳細(xì)研究。在此基礎(chǔ)上,結(jié)合網(wǎng)絡(luò)營(yíng)銷(xiāo)的特殊性,制定出符合當(dāng)前電子商務(wù)背景下的項(xiàng)目產(chǎn)品策略、價(jià)格策略、渠道策略和促銷(xiāo)策略,為L(zhǎng)房地產(chǎn)項(xiàng)目的營(yíng)銷(xiāo)策略提供較為詳細(xì)的決策依據(jù)和參考方案。研究得出,中小城市的住宅地產(chǎn)項(xiàng)目要突破傳統(tǒng)房地產(chǎn)營(yíng)銷(xiāo),不斷開(kāi)發(fā)網(wǎng)絡(luò)營(yíng)銷(xiāo)的需求,在渠道上進(jìn)行創(chuàng)新,逐步提升客戶(hù)忠誠(chéng)度,才能促進(jìn)房地產(chǎn)項(xiàng)目的銷(xiāo)量。本文希望能以L(fǎng)項(xiàng)目的實(shí)際案例分析為基礎(chǔ),為國(guó)內(nèi)其他同類(lèi)項(xiàng)目營(yíng)銷(xiāo)戰(zhàn)略的制定提供借鑒和參考。
[Abstract]:With China's economic transition, China's real estate industry has entered a new round of adjustment period, facing new challenges. China's housing market has entered the era of "buyer's market" from "seller's market" to "buyer's market". The development of housing market has changed from high speed to medium speed, accelerating growth to decelerating growth. At present, there is a strong wait-and-see sentiment in the real estate housing market, consumers are no longer blindly following the trend of investment, the policy of "business reform and increase" has been pushed across the board. As a result of the declining volume of transactions, real estate development enterprises are under enormous financial pressure. To our country real estate industry brought huge challenge. Among them, the development environment and the competition challenge of the real estate projects in the third and fourth line small and medium-sized cities are more severe, and some small and medium-sized real estate developers are also facing the risk of the breakage of the capital chain at any time. With the rapid development of electronic commerce, how to make scientific and reasonable real estate marketing strategy in the new environment and new situation becomes more and more important. Qinzhou City is located in the China-ASEAN Free Trade area, the Pan-Beibu Gulf Economic Cooperation Zone and other regional cooperation points. It has a superior location and a prominent strategic position. Overall, its real estate development still has great potential. However, affected by the overall economic level and urban scale, the market capacity and total economic volume are relatively limited, and the consumption capacity of residents is still relatively weak. This research takes the real estate project of company L of Qinzhou City as a case study, based on the theory of marketing strategy of domestic and foreign enterprises, using a variety of research methods. According to SWOT analysis method and STP strategy, this paper analyzes the real estate marketing strategy under the background of electronic commerce, and makes a detailed study on the real estate market in Qinzhou city. On this basis, combined with the particularity of network marketing, the project product strategy, price strategy, channel strategy and promotion strategy which accord with the current electronic commerce background are worked out. To L real estate project marketing strategy to provide a more detailed decision-making basis and reference scheme. The research shows that the residential real estate projects in small and medium-sized cities should break through the traditional real estate marketing, continuously develop the demand of network marketing, innovate in channels, and gradually enhance customer loyalty, in order to promote the sales of real estate projects. This paper hopes to provide reference and reference for the formulation of marketing strategy of other similar projects in China on the basis of the actual case study of L project.
【學(xué)位授予單位】：廣西大學(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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