本文關(guān)鍵詞：SAGA高端物業(yè)營(yíng)銷策略研究　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： SAGA 房地產(chǎn)代理 高端物業(yè) 營(yíng)銷策略

【摘要】：從1998年開始，取消了住房分配，開始了商品房按揭，，房地產(chǎn)的發(fā)展已有15年歷程。由于土地資源是屬于不可再生資源，這一特殊性也使得房地產(chǎn)行業(yè)近年來的土地拍賣價(jià)一路飆升。房地產(chǎn)的這一現(xiàn)象也使它成為了很多投資客戶的選擇。與此同時(shí)，購(gòu)房者對(duì)房屋的要求也不僅限于居住概念。而產(chǎn)品舒適度、項(xiàng)目規(guī)劃合理性，升值潛力都是消費(fèi)者考量的重點(diǎn)。然而高地價(jià)與高配置結(jié)合后的產(chǎn)品就形成了城市高端物業(yè)(項(xiàng)目配置較高，單價(jià)超過城市平均售價(jià)的40%。)的主流產(chǎn)品，而對(duì)于成都的房地產(chǎn)市場(chǎng)除本土的房地產(chǎn)開發(fā)企業(yè)外，更是云集了眾多一二線品牌開發(fā)商，各大開發(fā)商拿地?zé)崆楦邼q，也相繼開發(fā)了很多高端樓盤，為成都人民帶來更多生活與居住享受的同時(shí)，也在爭(zhēng)奪客戶資源上展開了十八般武藝；近幾年就高端物業(yè)的營(yíng)銷策略在房地產(chǎn)營(yíng)銷領(lǐng)域都有創(chuàng)新，只是各樓盤所呈現(xiàn)出來的銷售結(jié)果卻大有不同。 筆者通過所在企業(yè)對(duì)兩個(gè)典型高端樓盤的營(yíng)銷策略的分析研究，嘗試尋找高端物業(yè)營(yíng)銷策略的思路。 首先通過采用市場(chǎng)營(yíng)銷宏觀環(huán)境分析（GPEST）以及波特五力分析模型對(duì)所在企業(yè)SAGA的內(nèi)外部環(huán)境作分析。找出SAGA目前在高端物業(yè)營(yíng)銷策略上面臨的困難和呈現(xiàn)的現(xiàn)狀，以及此類情況對(duì)企業(yè)的影響和發(fā)展障礙。 其次就目前SAGA所服務(wù)的保利康橋和棕櫚泉費(fèi)爾蒙公寓兩個(gè)高端項(xiàng)目，在營(yíng)銷策略的各個(gè)層面運(yùn)用，同時(shí)就兩個(gè)項(xiàng)目在營(yíng)銷過程中收集的客戶信息作數(shù)據(jù)分析，通過數(shù)據(jù)分析的結(jié)果尋找兩個(gè)項(xiàng)目在項(xiàng)目定位、營(yíng)銷推廣、策略制訂、圈層活動(dòng)設(shè)計(jì)等方面的優(yōu)勢(shì)以及可改進(jìn)的地方； 之后通過兩個(gè)項(xiàng)目的對(duì)比分析，結(jié)合營(yíng)銷4R理論給出筆者對(duì)高端物業(yè)營(yíng)銷策略的建議：建立自己的品牌。通過各營(yíng)銷環(huán)節(jié)塑造品牌，并結(jié)合營(yíng)銷的動(dòng)作實(shí)現(xiàn)品牌傳播，使樓盤的知名度、美譽(yù)度以及營(yíng)銷口碑在市場(chǎng)上留存。在營(yíng)銷過程中以關(guān)注顧問購(gòu)買的原因?yàn)楹诵囊�，與客戶形成良好的互動(dòng)溝通，實(shí)現(xiàn)雙贏。這也是高端樓盤尤其是體量較大的高端樓盤的必經(jīng)之路。 最后，基于上述研究，就SAGA公司在高端物業(yè)的營(yíng)銷策略制訂上給出以下建議：建立高端物業(yè)的品牌，通過挖掘項(xiàng)目核心競(jìng)爭(zhēng)力，傳遞項(xiàng)目的差異化價(jià)值。從而塑造項(xiàng)目品牌，并使品牌化為項(xiàng)目銷售服務(wù)。
[Abstract]:Since 1998, the allocation of housing has been cancelled and the mortgage of commercial housing has been started. The development of real estate has been 15 years since the land resources are non-renewable resources. This particularity also makes the land auction price of the real estate industry soar in recent years. This phenomenon of real estate also makes it the choice of many investment customers. At the same time. The requirements of house buyers are not limited to the concept of housing. And the product comfort, project planning is reasonable. However, the combination of high land price and high allocation products form the mainstream of urban high-end property (project configuration is higher, unit price is more than 40% of the average price of the city). The real estate market in Chengdu, in addition to the local real estate development enterprises, but also gathered a large number of first and second line brand developers, the major developers with high enthusiasm, but also developed a lot of high-end real estate. Chengdu people to bring more life and living to enjoy, but also in the competition for customer resources on the launch of 18 martial arts; In recent years, the marketing strategy of high-end property has been innovated in the field of real estate marketing. Through the analysis and research of the marketing strategy of two typical high-end real estate, the author tries to find the thinking of the marketing strategy of the high-end property. First of all, through the use of marketing macro-environment analysis GPEST). As well as Porter's five-force analysis model to analyze the internal and external environment of the enterprise SAGA. Find out the difficulties and present situation of SAGA in high-end property marketing strategy. And the impact of such a situation on enterprises and obstacles to development. Secondly, the current SAGA service Poly Conbridge and Palm Springs Fairmont two high-end projects in the marketing strategy at all levels of use. At the same time, the two projects in the marketing process of customer information collection data analysis, through the results of data analysis to find the two projects in the project positioning, marketing promotion, strategy formulation. The advantages of loop activity design and the place that can be improved; Then through the comparative analysis of the two projects, combined with the marketing 4R theory to give the author of high-end property marketing strategy advice: to establish their own brand, through the various marketing links to shape the brand. And the combination of marketing actions to achieve brand communication, so that the property awareness, reputation and marketing reputation in the market. In the marketing process to focus on the reasons for consultants to buy as the core element. Form good interaction and communication with customers to achieve win-win. This is also the only way to high-end buildings, especially the larger volume of high-end buildings. Finally, based on the above research, the author gives the following suggestions on the marketing strategy of high-end property: to establish the brand of high-end property and to tap the core competitiveness of the project. Transfer the differentiated value of the project, thus shaping the project brand, and brand for the project sales service.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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