本文關(guān)鍵詞：太陽(yáng)世紀(jì)地產(chǎn)公司半山道1號(hào)樓盤(pán)營(yíng)銷(xiāo)策略研究　出處：《蘭州大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：近年,我國(guó)出現(xiàn)了房?jī)r(jià)的全國(guó)性上漲。尤其是北、上、廣、深幾個(gè)城市,房?jī)r(jià)上浮幅度之大,范圍之廣,在我國(guó)房地產(chǎn)歷史上是少有的。房子是百姓的生活必需品,房地產(chǎn)業(yè)又匯集了大部分的資金。所以,房產(chǎn)動(dòng)態(tài)時(shí)刻牽動(dòng)著大家的敏感神經(jīng)。此外,中國(guó)開(kāi)發(fā)商的自有資金嚴(yán)重不足自有資金比重低。我國(guó)的房地產(chǎn)的開(kāi)發(fā)建設(shè),投資商多數(shù)欠缺資金,僅30%資金為自由資金,其他資金全部來(lái)源于銀行貸款。由于投入的自有資金少,開(kāi)發(fā)商回籠資金的壓力小,他們有足夠的耐心哄抬房?jī)r(jià)牟取暴利。不僅開(kāi)發(fā)商的資金嚴(yán)重依靠金融機(jī)構(gòu),個(gè)人住房按揭貸款同樣嚴(yán)重依賴銀行。 隨著房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)日益激烈,各項(xiàng)房地產(chǎn)限制政策的推出,房地產(chǎn)行業(yè)也面臨著新一輪洗牌,其核心的業(yè)務(wù)模塊營(yíng)銷(xiāo)不僅停留于表面,而要注重內(nèi)涵的挖掘,倡導(dǎo)一種更深層次,更有力量的營(yíng)銷(xiāo)模式。 本文所研究的半山道1號(hào)是太陽(yáng)世紀(jì)地產(chǎn)集團(tuán)有限公司即將發(fā)售的樓盤(pán),也是公司自成立以來(lái)推出的第一個(gè)項(xiàng)目。該項(xiàng)目位于深圳市羅湖區(qū)清水河和龍崗區(qū)布吉的交界處,羅湖北、清坪高速近鳳儀山隧道處。物業(yè)共521戶,分高層、聯(lián)排、雙拼和獨(dú)棟別墅。由于所有戶型都是超過(guò)90平米的大戶型,該項(xiàng)目銷(xiāo)售勢(shì)必將受到7090政策以及限購(gòu)政策的影響,這也是樓盤(pán)營(yíng)銷(xiāo)的硬傷,嚴(yán)控的政策無(wú)疑增加了半山道1號(hào)樓盤(pán)項(xiàng)目的銷(xiāo)售難度。 如何在日益變換的大環(huán)境以及相關(guān)限制政策出臺(tái)后,響應(yīng)市場(chǎng)變化,公司營(yíng)銷(xiāo)策略的研究、制定和執(zhí)行至關(guān)重要。正確的營(yíng)銷(xiāo)策略有助于公司走出迷茫,達(dá)到預(yù)期目標(biāo)。太陽(yáng)世紀(jì)作為新進(jìn)入中國(guó)內(nèi)地的港資房地產(chǎn)企業(yè),公司沒(méi)有房地產(chǎn)的營(yíng)銷(xiāo)經(jīng)驗(yàn),盡管如此,依托公司強(qiáng)大經(jīng)濟(jì)實(shí)力背景,以及樓盤(pán)的高端定位,志在將其打造成為一個(gè)精品項(xiàng)目。 本文通過(guò)PEST分析方法,SWOT分析法、4P營(yíng)銷(xiāo)策略以及企業(yè)內(nèi)部分析方法以及項(xiàng)目經(jīng)營(yíng)現(xiàn)狀分析最終得出項(xiàng)目的推廣節(jié)點(diǎn)、推廣方案以及推廣費(fèi)用。 本案的方案要點(diǎn)：1.突出樓盤(pán)項(xiàng)目的高端性；2.突出項(xiàng)目的稀缺性和特色,即建于海拔高達(dá)80米的山地,迎合香港人士和老羅湖居民的喜愛(ài),客戶群體至少三分之一來(lái)自以上人員。最終確定分兩期銷(xiāo)售,第一期為預(yù)售階段,價(jià)格比較低,為了達(dá)到資金回籠的目的；第二期為現(xiàn)售,提高價(jià)格以及樓盤(pán)知名度。 本文旨在對(duì)其進(jìn)行研究總結(jié),系統(tǒng)化、理論化的整理出公司的營(yíng)銷(xiāo)模式,也可為公司在全國(guó)范圍的工作開(kāi)展提供有利的指導(dǎo),具有很強(qiáng)的現(xiàn)實(shí)意義。
[Abstract]:In recent years, there has been a nationwide rise in house prices in China. In the history of real estate in our country is rare. The house is the people's necessities of life, the real estate industry has collected most of the funds. Therefore, the real estate dynamic moment affects everyone's sensitive nerve. In addition. Chinese developers have a serious shortage of their own funds. In the development and construction of real estate in China, most investors lack funds, only 30% funds are free funds. All other funds come from bank loans. Due to the small investment of their own funds, developers have less pressure to withdraw funds. They are patient enough to drive up property prices for windfall profits. Not only are developers heavily dependent on financial institutions, but individual home mortgages are also heavily dependent on banks. With the increasingly fierce competition in the real estate market, the introduction of various real estate restrictions, the real estate industry is also facing a new round of reshuffle, its core business module marketing not only stay on the surface. We should pay attention to the excavation of connotation and advocate a deeper and more powerful marketing model. The 1 Banshan Road studied in this paper is an upcoming sale of Sun Century Real Estate Group Limited. It is also the first project launched by the company since its establishment. The project is located at the junction of Qingshuihe in Luohu district of Shenzhen and Buji in Longgang district, LuoHubei, Qingping expressway near Fengyi mountain tunnel. There are 521 properties. As all units are larger than 90 square meters, the sales of the project will inevitably be affected by the 7090 policy and the purchase restriction policy. This is also the harms of property marketing, strict control of the policy undoubtedly increased the sale of the project Mishan Road 1 difficulty. How to respond to the market changes in the changing environment and related restrictive policies, the research, formulation and implementation of the company marketing strategy is very important. The correct marketing strategy can help the company out of confusion. The company has no real estate marketing experience, however, relying on the strong economic strength of the company background, and the high-end positioning of the real estate. Aim to turn it into a quality project. This article through the PEST analysis method SWOT analysis method 4P marketing strategy, the enterprise internal analysis method and the project management present situation analysis finally obtains the project promotion node. Extension scheme and promotion cost. The main point of the project of this case is: 1. Highlight the high-end nature of the real estate project; 2. Highlight the scarcity and characteristics of the project, that is, it is built in a mountainous area as high as 80 metres above sea level to cater for the love of Hong Kong people and Lo Wu residents. Customer group at least 1/3 from above personnel. The final decision is divided into two sales, the first phase is the pre-sale phase, the price is relatively low, in order to achieve the purpose of the return of funds; The second phase is for sale, raising prices and building visibility. The purpose of this paper is to summarize, systematize and theorize the marketing model of the company, and to provide favorable guidance for the company to carry out the work in the whole country, which is of great practical significance.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F299.233.4;F274

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