本文關(guān)鍵詞：恒基地產(chǎn)集團(tuán)葛天源項(xiàng)目營(yíng)銷策劃研究　出處：《西北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：近幾年來(lái),我國(guó)房地產(chǎn)雖然一直在政策調(diào)控的利劍下艱難地謀求發(fā)展,但從國(guó)家統(tǒng)計(jì)局的統(tǒng)計(jì)數(shù)據(jù)來(lái)看,它依然是我國(guó)國(guó)民經(jīng)濟(jì)的支柱型產(chǎn)業(yè),是帶動(dòng)我國(guó)國(guó)民經(jīng)濟(jì)發(fā)展的中流砥柱。政策的不斷調(diào)控和干預(yù),市場(chǎng)的變幻莫測(cè),如何在嚴(yán)峻的形勢(shì)下成功地進(jìn)行房地產(chǎn)項(xiàng)目的營(yíng)銷,必須引起每個(gè)開發(fā)企業(yè)的高度重視。 長(zhǎng)葛市是中原經(jīng)濟(jì)區(qū)核心版圖上一個(gè)典型的產(chǎn)業(yè)密集型小城市,借中原經(jīng)濟(jì)區(qū)建設(shè)的東風(fēng),加之得天獨(dú)厚的地理位置,長(zhǎng)葛市吸引了諸多的企業(yè)和優(yōu)秀人才,房地產(chǎn)業(yè)得到了快速的發(fā)展,但對(duì)于房地產(chǎn)項(xiàng)目的營(yíng)銷策劃的重視還不夠,缺乏對(duì)項(xiàng)目的整合營(yíng)銷戰(zhàn)略規(guī)劃。本文試圖通過(guò)對(duì)恒基地產(chǎn)集團(tuán)葛天源項(xiàng)目的營(yíng)銷策略的設(shè)計(jì)整合及分析,為該項(xiàng)目營(yíng)銷戰(zhàn)略的實(shí)施提供指導(dǎo)。 首先,從營(yíng)銷理念上,必須改變簡(jiǎn)單的推銷觀念,與時(shí)俱進(jìn),著眼于客戶的需求,通過(guò)客戶價(jià)值的最大化,與客戶建立長(zhǎng)期關(guān)系,謀求企業(yè)利益的合理化,保證企業(yè)的可持續(xù)發(fā)展。 其次,通過(guò)深入、全面、細(xì)致的內(nèi)外部營(yíng)銷環(huán)境的分析,找出項(xiàng)目存在的優(yōu)勢(shì)和劣勢(shì),機(jī)會(huì)和威脅,為該項(xiàng)目的定位提供真實(shí)依據(jù),科學(xué)指導(dǎo),并在此基礎(chǔ)上制定出產(chǎn)品、價(jià)格、渠道、促銷、推廣等一系列市場(chǎng)營(yíng)銷策略。 第三,隨著房地產(chǎn)行業(yè)的不斷成熟和發(fā)展,房地產(chǎn)營(yíng)銷已不僅僅關(guān)注產(chǎn)品,關(guān)注客戶需求,而是要以更廣泛的、整合的視角來(lái)進(jìn)行關(guān)系營(yíng)銷、整合營(yíng)銷、內(nèi)部營(yíng)銷、社會(huì)責(zé)任營(yíng)銷,將企業(yè)的品牌建設(shè)貫穿營(yíng)銷全過(guò)程的品牌營(yíng)銷,創(chuàng)造客戶需求,取得良好業(yè)績(jī),從容應(yīng)對(duì)調(diào)控危機(jī)。 本文在對(duì)葛天源項(xiàng)目的營(yíng)銷策略設(shè)計(jì)中,充分考慮了長(zhǎng)葛市及周邊城市的房地產(chǎn)市場(chǎng)、葛天源項(xiàng)目的特點(diǎn)及內(nèi)外部環(huán)境等方面的現(xiàn)狀。希望本文能夠?qū)υ擁?xiàng)目的營(yíng)銷提供有益的幫助,以期在取得良好業(yè)績(jī)的同時(shí)為同類房地產(chǎn)項(xiàng)目的營(yíng)銷提供參考和指導(dǎo)。
[Abstract]:In recent years, China's real estate industry is still the pillar industry of our national economy, although it has been struggling to develop under the sword of policy control, but from the statistical data of the National Bureau of Statistics, it is still the pillar industry of our national economy. It is the mainstay of driving the development of national economy of our country. The constant regulation and intervention of the policy, the unpredictable change of the market, how to successfully carry on the marketing of the real estate project under the severe situation. Every development enterprise must attach great importance to it. Changge City is a typical industrial intensive small city on the core territory of the Central Plains Economic Zone. With the construction of the Central Plains Economic Zone as well as its unique geographical location, Changge City attracts many enterprises and excellent talents. The real estate industry has been developing rapidly, but the marketing planning of the real estate project has not been paid enough attention to. This paper attempts to provide guidance for the implementation of the project marketing strategy through the design integration and analysis of the marketing strategy of GE Tianyuan Project of Henderson Real Estate Group. First of all, from the marketing concept, we must change the simple concept of marketing, keep pace with the times, focus on the needs of customers, through the maximization of customer value, establish long-term relationship with customers, and strive for the rationalization of enterprise interests. To ensure the sustainable development of enterprises. Secondly, through in-depth, comprehensive, detailed analysis of the internal and external marketing environment, to find out the strengths and weaknesses of the project, opportunities and threats, to provide a true basis for the project's positioning, scientific guidance. On this basis, a series of marketing strategies, such as product, price, channel, promotion, promotion and so on, are worked out. Third, with the continuous maturity and development of the real estate industry, real estate marketing has not only concerned about products and customer needs, but also to a broader, integrated perspective to conduct relationship marketing, integrated marketing. Internal marketing, social responsibility marketing, brand building throughout the marketing process of brand marketing, create customer demand, achieve good performance, calm response to the regulatory crisis. In the design of the marketing strategy of GE Tianyuan project, this paper fully considers the real estate market of Changge City and its surrounding cities. Getianyuan project features and internal and external environment and other aspects of the status quo. I hope this article can provide useful help to the marketing of the project. In order to achieve good performance while providing reference and guidance for the marketing of similar real estate projects.
【學(xué)位授予單位】：西北大學(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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