本文關(guān)鍵詞：沈陽納帕名門房地產(chǎn)項目營銷策略研究　出處：《大連理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：改革開放以來,隨著中國經(jīng)濟的飛速發(fā)展、居民收入水平的不斷上升和人口的持續(xù)增長,居民對住房的需求越來越大,房地產(chǎn)需求的高速增長也迅速帶動了整個房地產(chǎn)行業(yè)的快速發(fā)展,房地產(chǎn)在社會經(jīng)濟生活中的地位越來越重要,并已經(jīng)成為了中國國民經(jīng)濟的重要支柱產(chǎn)之一。在這樣的背景下,沈陽中恒銀座房屋開發(fā)有限公司繼納帕陽光項目之后推出了第二個精品項目——納帕名門項目。 本論文在現(xiàn)代市場營銷的相關(guān)理論的指導(dǎo)下,運用PEST分析法分析了項目所面臨的宏觀環(huán)境,運用SWOT分析法系統(tǒng)分析了項目自身的優(yōu)勢、劣勢、機會和威脅等。對該項目所在的沈陽地區(qū)的經(jīng)濟發(fā)展水平、居民收入狀況、相關(guān)房地產(chǎn)行業(yè)政策、房地產(chǎn)市場價格、人口流動和需求等影響沈陽市房地產(chǎn)市場需求的各種因素做了深入系統(tǒng)的分析,并對今后一定時期內(nèi)的沈陽市房地產(chǎn)的市場需求進行了有效預(yù)測。最后,通過對納帕名門項目的宏觀微觀環(huán)境分析和SWOT分析的基礎(chǔ)上,對項目所在市場進行細分,并結(jié)合企業(yè)自身的資源和條件選擇即將進入的目標市場,從而確定納帕名門項目的市場定位,提出了包括項目產(chǎn)品策略、價格策略、分銷渠道策略、促銷傳播策略等營銷組合策略,并為確保項目的成功實施提出了具體的控制措施,以保證項目的最終的營銷成功。
[Abstract]:Since the reform and opening up, with the rapid development of China's economy, the level of income of residents and the continuous growth of the population, residents' demand for housing is increasing. The rapid growth of real estate demand has also driven the rapid development of the entire real estate industry, real estate in the social and economic life more and more important. And has become one of the important pillars of China's national economy. In this context. Shenyang Zhongheng Ginza Housing Development Co., Ltd. launched the second top-quality project-Napa famous door project after Napa Sunshine Project. Under the guidance of modern marketing theory, this paper analyzes the macro environment of the project by using PEST analysis method, and systematically analyzes the strengths and weaknesses of the project by using SWOT analysis method. Opportunities and threats to the Shenyang area where the project is located, the level of economic development, income status of residents, related real estate industry policies, real estate market prices. The factors that affect the demand of real estate market in Shenyang, such as population flow and demand, are analyzed deeply and systematically, and the market demand of real estate in Shenyang is forecasted effectively in a certain period of time. Finally. Based on the macro and micro environment analysis and SWOT analysis of Napa famous project, the market of the project is subdivided, and the target market will be selected according to the resources and conditions of the enterprise itself. In order to determine the market positioning of Napa famous project, including the project product strategy, price strategy, distribution channel strategy, promotional communication strategy and other marketing mix strategy. In order to ensure the successful implementation of the project, specific control measures are proposed to ensure the project's final marketing success.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.52

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