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  本文關(guān)鍵詞：神農(nóng)養(yǎng)身城商業(yè)房地產(chǎn)項目營銷推廣策略研究　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 神農(nóng)養(yǎng)生城項目 商業(yè)房地產(chǎn) 營銷策略

【摘要】：近些年來,二、三線城市正在大張旗鼓地大興土木,城市建設(shè)和地產(chǎn)開發(fā)方興未艾。許多一線城市的開發(fā)商為了抓住商機(jī)搶占內(nèi)地消費市場,陸續(xù)在內(nèi)地開發(fā)了一些大型城市綜合體項目,但是在營銷推廣過程中出現(xiàn)了人流量稀少、商鋪出租率低及住宅空置率高等問題。本文基于此,以神農(nóng)養(yǎng)生城商業(yè)房地產(chǎn)項目作為例,對其營銷推廣策略進(jìn)行了研究。 本文的研究內(nèi)容包括以下幾個方面： 首先,本文從宏觀環(huán)境、商業(yè)環(huán)境及競爭環(huán)境三個角度對本項目所處的營銷環(huán)境進(jìn)行了分析。并在此基礎(chǔ)上進(jìn)行了市場調(diào)研和項目的SWOT分析,了解了市場需求和本項目的內(nèi)外部優(yōu)劣勢以及面臨的機(jī)遇與威脅,為本項目營銷推廣策略的制定打下了基礎(chǔ)。 其次,運用了STP理論制定了該項目的營銷戰(zhàn)略。通過對市場的細(xì)分和選擇,最終確定了本項目的主要客戶群體。通過對項目的市場定位最終確定了本項目的產(chǎn)品、業(yè)態(tài)和檔次。 最后,基于本項目的市場定位和此次市場調(diào)查分析的結(jié)果制定了相應(yīng)的市場營銷推廣策略,包括總體營銷策略、招商策略、傳播策略以及銷售促進(jìn)策略。 本文所做的研究,不僅對于奧園地產(chǎn)集團(tuán)開辟內(nèi)地二、三線城市商業(yè)房地產(chǎn)市場及開展有效的營銷推廣活動的具有現(xiàn)實的指導(dǎo)意義。而且對于在遭遇國家嚴(yán)酷的調(diào)控,整體經(jīng)濟(jì)形勢嚴(yán)峻的背景下的中國商業(yè)房地產(chǎn)企業(yè)拓展內(nèi)地商業(yè)房地產(chǎn)市場具有一定的參考價值。圖22幅,表22個,參考文獻(xiàn)70篇。
[Abstract]:In recent years, second-tier and third-tier cities are making a big splash, with urban construction and real estate development in the ascendant. Developers in many first-tier cities are seizing the mainland consumer market in order to seize business opportunities. A number of large-scale urban complex projects have been developed in the hinterland, but in the process of marketing and promotion, there are some problems, such as low flow of people, low occupancy rate of shops and high vacancy rate of residential buildings, etc. This paper based on this. Taking the commercial real estate project of Shennong Yangsheng City as an example, the marketing promotion strategy of Shennong Yangsheng City is studied. The research content of this paper includes the following aspects: First of all, this paper analyzes the marketing environment of the project from the macro environment, business environment and competitive environment. And on this basis, the market research and SWOT analysis of the project are carried out. Understanding the market demand, the internal and external advantages and disadvantages of the project, as well as the opportunities and threats faced by the project, laid the foundation for the formulation of the marketing promotion strategy of the project. Secondly, using the STP theory to formulate the marketing strategy of the project. Through the segmentation and selection of the market. Finally, the main customer groups of the project are determined. Through the market positioning of the project, the products, business forms and grades of the project are finally determined. Finally, based on the market positioning of the project and the results of the market investigation and analysis, the corresponding marketing promotion strategies are formulated, including the overall marketing strategy, the investment strategy, the communication strategy and the sales promotion strategy. The research done in this paper is not only for the Aoyuan Real Estate Group to open up the mainland two. The commercial real estate market of the third tier city and the effective marketing promotion activity have the realistic guiding significance. Moreover, it is very important to meet the harsh regulation and control of the country. Under the background of severe economic situation, it is of certain reference value for Chinese commercial real estate enterprises to develop the mainland commercial real estate market.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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