發(fā)布時(shí)間：2018-02-14 11:51

  本文關(guān)鍵詞： 房地產(chǎn) 營(yíng)銷策略 整合營(yíng)銷　出處：《西安工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)日益白熱化的形勢(shì)下,房地產(chǎn)公司不僅要在樓盤(pán)規(guī)劃、樓盤(pán)質(zhì)量、物業(yè)服務(wù)等方面超越對(duì)手,還需要有創(chuàng)新性的營(yíng)銷策略,這對(duì)于房地產(chǎn)公司來(lái)說(shuō)至關(guān)重要。這對(duì)營(yíng)銷傳播策略是種考驗(yàn),也倒逼各房地產(chǎn)公司與傳媒中介聯(lián)手進(jìn)行創(chuàng)新。房產(chǎn)公司只有滿足購(gòu)房者需要,時(shí)刻做到從顧客的角度出發(fā)考慮問(wèn)題,并把顧客作為自己所有行動(dòng)的出發(fā)點(diǎn),才可以培養(yǎng)出堅(jiān)實(shí)的客戶群體,在市場(chǎng)中贏得先機(jī)。本文的研究從對(duì)營(yíng)銷策略的相關(guān)理論回顧開(kāi)始,尤其對(duì)備受國(guó)內(nèi)外學(xué)者關(guān)注的整合營(yíng)銷策略進(jìn)行了重點(diǎn)介紹。然后對(duì)名門(mén)公司紫園項(xiàng)目的概況,所面臨的宏觀環(huán)境,包括政治、經(jīng)濟(jì)、自然環(huán)境和技術(shù)環(huán)境進(jìn)行分析。接著對(duì)名門(mén)公司競(jìng)爭(zhēng)環(huán)境、內(nèi)部環(huán)境和需求環(huán)境等進(jìn)行分析。在此基礎(chǔ)上,對(duì)紫園項(xiàng)目進(jìn)行了 SWOT分析與總結(jié)。接著明確紫園項(xiàng)目進(jìn)行整合營(yíng)銷傳播策略的原則,并對(duì)該項(xiàng)目所要針對(duì)的消費(fèi)者進(jìn)行市場(chǎng)細(xì)分、市場(chǎng)定位。在自媒體日益發(fā)展的時(shí)代,本文結(jié)合公司的現(xiàn)實(shí)情況確定了該項(xiàng)目的整合營(yíng)銷傳播渠道,如視聽(tīng)傳播方案、現(xiàn)場(chǎng)傳播方案和戶外傳播方案等。而一個(gè)樓盤(pán)項(xiàng)目的銷售是多階段的,往往分為開(kāi)盤(pán)期、強(qiáng)銷期、持銷期和尾盤(pán)銷售期等。各個(gè)階段都有不同的定價(jià)策略。除了價(jià)格策略,還有促銷組合策略,如老帶新優(yōu)惠、全員推銷策略等。在確定了具體的整合營(yíng)銷策略之后,制定了切實(shí)可行的措施來(lái)保障整合營(yíng)銷傳播策略的實(shí)施。結(jié)合名門(mén)公司具體情況,本文從建立全員服務(wù)意識(shí)、全員營(yíng)銷理念、整合團(tuán)隊(duì)建設(shè)、完善獎(jiǎng)懲機(jī)制和培訓(xùn)機(jī)制等方面給出了具體建議。
[Abstract]:Under the situation of increasingly fierce competition in the real estate market, real estate companies not only need to surpass their rivals in building planning, property quality and property services, but also need innovative marketing strategies. This is crucial for real estate companies. It is a test of marketing and communication strategies, and it forces real estate companies to work with media intermediaries to innovate. Real estate companies only meet the needs of home buyers. Only by thinking from the customer's point of view and taking the customer as the starting point of all their actions can we cultivate a solid customer group. The research of this paper begins with the review of the relevant theories of marketing strategy, especially the introduction of integrated marketing strategy, which has attracted the attention of scholars at home and abroad. Then, the general situation of Purple Garden Project of Mingmen Company is introduced. The macro environment, including political, economic, natural and technological environment, is analyzed. Then, the competitive environment, internal environment and demand environment of famous companies are analyzed. This paper analyzes and summarizes the Purple Garden project by SWOT. Then it clarifies the principle of integrated marketing and communication strategy of the Purple Garden Project, and carries out market segmentation and market positioning for the consumers targeted by the project. According to the actual situation of the company, this paper determines the integrated marketing and communication channels of the project, such as audio-visual communication, on-site communication and outdoor communication, etc. The sale of a real estate project is multi-stage, which is often divided into opening period. Each stage has different pricing strategies. In addition to price strategy, there are also promotional portfolio strategies, such as old and new discount, full marketing strategy, etc. After the specific integrated marketing strategy has been determined, Practical measures to ensure the implementation of integrated marketing communication strategy. Combined with the specific situation of famous companies, this article from the establishment of the whole staff service awareness, the whole staff marketing concept, integrated team building, Some suggestions are given on how to perfect the mechanism of reward and punishment and the training mechanism.
【學(xué)位授予單位】：西安工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：1510642