本文關(guān)鍵詞：基于顧客價(jià)值對(duì)呼和浩特市萬正廣場房地產(chǎn)項(xiàng)目整合營銷傳播策略的研究　出處：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：在近十年的時(shí)間里,呼和浩特城市房地產(chǎn)項(xiàng)目的形態(tài)與格局正在發(fā)生深遠(yuǎn)的演變,不斷地在市場涌現(xiàn)越來越多的大型綜合性房地產(chǎn)項(xiàng)目。在綜合性房地產(chǎn)項(xiàng)目的營銷活動(dòng)中,由于物業(yè)形態(tài)的多樣性,客戶群體需求就更加不一樣,單一的營銷策略往往不能解決實(shí)際中的綜合復(fù)雜問題,因此,在現(xiàn)代房地產(chǎn)行業(yè)內(nèi),能否真正將整合營銷戰(zhàn)略有效地貫徹到房地產(chǎn)開發(fā)經(jīng)營過程中將是關(guān)系房地產(chǎn)企業(yè)經(jīng)營成敗的關(guān)鍵。那么在整合營銷過程中,如何深度分析客戶需求,并建立客戶價(jià)值管理評(píng)估體系,最終合理地有效的制定實(shí)施整合營銷策略這是整合營銷策略成敗的重中之重。本文共分七章:第一章緒論。闡述了本文研究的背景,研究意義、研究目的,研究思路以及所采用的研究方法。第二章國內(nèi)外相關(guān)理論綜述。運(yùn)用比較方法對(duì)國內(nèi)外有關(guān)顧客價(jià)值理論與整合營銷傳播理論進(jìn)行分析比較。第三章2014年呼和浩特房地產(chǎn)市場分析。對(duì)呼和浩特2014年房地產(chǎn)市場供給情況、成交情況,以及各分類銷售情況綜合分析。第四章呼和浩特萬正廣場營銷現(xiàn)狀分析。對(duì)2014年萬正廣場營銷現(xiàn)狀分析綜合分析,對(duì)項(xiàng)目銷售目標(biāo)客群特征進(jìn)行分類,并對(duì)各類客群通過財(cái)務(wù)價(jià)值評(píng)估,從而精準(zhǔn)定位未來項(xiàng)目目標(biāo)客群。第五章2015年萬正廣場整合營銷計(jì)劃。通過對(duì)2014年呼和浩特房地產(chǎn)市場情況與萬正廣場銷售情況分析制定出2015年萬正廣場整合營銷銷售計(jì)劃。第六章呼和浩特萬正廣場整合營銷策略實(shí)施方案。根據(jù)2015年萬正廣場整合營銷銷售計(jì)劃詳細(xì)制定具體的實(shí)施方案。第七章結(jié)論。通過對(duì)顧客價(jià)值理論與整合營銷傳播理論的研究,在對(duì)萬正廣場整合營銷傳播策略的制定過程中,總結(jié)本文主要結(jié)論,提出相關(guān)建議。本文借鑒前人、學(xué)者的相關(guān)研究理論及研究成果,針對(duì)呼和浩特萬正廣場營銷問題,提出相關(guān)營銷建議,并制定出具體的整合營銷傳播策略,對(duì)企業(yè)的下一步營銷狀況的改進(jìn)具有一定的指導(dǎo)作用和實(shí)際意義。
[Abstract]:In the past ten years, the form and pattern of Hohhot's urban real estate projects are undergoing profound changes, and more and more large-scale comprehensive real estate projects are emerging in the market. In the comprehensive real estate project marketing activities, the diversity of forms of property, customer demand is more different, single marketing strategy often can not solve the complex problem, in practice therefore, in the modern real estate industry, integrated marketing strategy can really effectively carry out real estate development business in the process of management is the key to success or failure of the relationship between the real estate enterprises. In the process of integrated marketing, how to deeply analyze the needs of customers, and establish the evaluation system of customer value management, and finally, make effective and effective implementation of integrated marketing strategy is the most important part of the integrated marketing strategy. This article is divided into seven chapters: the first chapter is the introduction. The background of the study, the significance of the study, the purpose of the study, the thinking of the research and the methods used are expounded. The second chapter is a summary of relevant theories at home and abroad. The comparison method is used to compare the theory of customer value and the theory of integrated marketing communication at home and abroad. The third chapter of Hohhot real estate market analysis in 2014. A comprehensive analysis of the supply situation of the real estate market, the transaction situation in Hohhot in 2014, and the sales of various categories. The fourth chapter is the analysis of current situation of Hohhot Wanzheng marketing. Analysis of comprehensive analysis on the current situation of 2014 Wanzheng square marketing, the classification of project sales target customers, and for all kinds of customers through the financial evaluation, and precise positioning of future project target customers. The fifth chapter 2015 Wanzheng square integrated marketing plan. On 2014 by the Hohhot real estate market and Wanzheng square sales analysis formulate 2015 Wanzheng square integrated marketing sales plan. The sixth chapter Hohhot Wanzheng square integrated marketing strategy implementation plan. According to the 2015 Wanzheng square integrated marketing sales plan in detail to develop specific implementation plans. The seventh chapter is the conclusion. Through the study on customer value theory and the theory of integrated marketing communication, in the development process of Wanzheng square integrated marketing communication strategies, summarize the main conclusions of this paper, put forward relevant suggestions. Based on the relevant research theories and results of previous studies, scholars, according to the Hohhot Wanzheng marketing problem, put forward the related marketing proposals, and formulate the strategy of integrated marketing communication in detail, and has guiding significance and practical significance to improve the next marketing situation of the enterprise.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F299.233.4

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