本文關(guān)鍵詞： 房地產(chǎn) 滿庭春MOMA項目 SWOT分析 STP分析 營銷策略　出處：《南昌大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：自1978年實行改革開放以來,中國經(jīng)濟保持穩(wěn)定、持續(xù),快速發(fā)展,房地產(chǎn)行業(yè)的經(jīng)濟發(fā)展更是呈現(xiàn)出一派蒸蒸日上的景象。面對日益增多的企業(yè)躋身于房地產(chǎn)行業(yè),這一行業(yè)的市場競爭日趨激烈,怎樣在市場競爭中獲取競爭優(yōu)勢?怎樣在一個獨立的、具體的項目中別具一格、獨辟蹊徑?怎樣獲得市場的認可,取得了良好的銷售業(yè)績?這都是房地產(chǎn)企業(yè)關(guān)注的焦點。 市場營銷是企業(yè)的生命線,制定適合本企業(yè)發(fā)展的、有潛力的市場營銷策略,是將企業(yè)勞動成果轉(zhuǎn)化為社會勞動的一種途徑。對于特定群體——房地產(chǎn)企業(yè)而言,合理有效的市場營銷是企業(yè)獲取利潤和在市場競爭中制勝的法寶,其在投資方向、投資決策、解決開發(fā)中遇到的問題等方面,被稱為房地產(chǎn)開發(fā)商解決問題的密鑰,并且在銷售等有關(guān)問題的決策和技巧方面有著不可代替的作用。 房地產(chǎn)市場營銷特指房地產(chǎn)企業(yè)在開發(fā)項目中以企業(yè)經(jīng)營的方針和利潤目標為指導(dǎo),通過對企業(yè)市場環(huán)境和市場資源的分析,找到切入點,制定和選擇合理有效的營銷策略和促銷手段,達到擴大市場份額,促進和引導(dǎo)企業(yè)實現(xiàn)發(fā)展目標的一種營銷手段。 本文闡述了市場營銷等相關(guān)理論,對九江市滿庭春MOMA項目進行了SWOT分析和STP分析。以體驗式營銷和圈層營銷等特色營銷方式來闡述其市場營銷策略的實施及控制措施。并且闡述了從組織架構(gòu)、流程管理、人力資源保障等方面對實現(xiàn)營銷管理的組織保障。論文研究結(jié)果對為九江市滿庭春MOMA項目以及同類房地產(chǎn)企業(yè)的市場營銷研究有一定的實際參考意義。
[Abstract]:Since the implementation of reform and opening up in 1978, China's economy has maintained a stable, sustained and rapid development. The economic development of the real estate industry is showing a thriving scene. In the face of the increasing number of enterprises in the real estate industry, the market competition in this industry is becoming increasingly fierce. How to gain the competitive advantage in the market competition? How to be unique in a separate, specific project? How to get the recognition of the market and achieve good sales performance? This is the focus of real estate enterprises. Marketing is the lifeline of the enterprise, the formulation of suitable for the development of the enterprise, the potential marketing strategy. It is a way to transform the labor achievements of enterprises into social labor. For a specific group of real estate enterprises, reasonable and effective marketing is the magic weapon for enterprises to gain profits and win in the market competition. It is called the key to solve the problem of real estate developers in the aspects of investment direction, investment decision and solving the problems encountered in the development. And in sales and other related issues of decision-making and skills have an irreplaceable role. Real estate marketing especially refers to real estate enterprises in the development of projects based on the enterprise management policy and profit objectives through the analysis of the enterprise market environment and market resources to find a breakthrough point. To make and select reasonable and effective marketing strategy and promotion means to expand the market share and to promote and guide enterprises to achieve the development goals of a marketing means. This article elaborated the marketing and so on related theories. The SWOT analysis and STP analysis of MOMA project in Jiujiang City are carried out. The implementation and control measures of marketing strategy are expounded by means of experiential marketing and circle marketing. From the organizational structure. Process management. The research results of this paper have some practical reference significance for the MOMA project of Jiujiang City and the marketing research of the similar real estate enterprises.
【學(xué)位授予單位】：南昌大學(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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