本文關(guān)鍵詞： 房地產(chǎn)市場(chǎng)整合營(yíng)銷推廣策略 SWOT矩陣分析市場(chǎng)定位　出處：《河北工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：環(huán)渤海經(jīng)濟(jì)圈是保證中國(guó)政治和經(jīng)濟(jì)穩(wěn)定的核心地區(qū)，在“十二五”期間，滄州將成為冀中南和環(huán)渤海地區(qū)新的增長(zhǎng)極和隆起帶。滄州現(xiàn)階段處于“大盤時(shí)代”，區(qū)域內(nèi)的競(jìng)爭(zhēng)激烈，市場(chǎng)細(xì)分逐漸增強(qiáng)，產(chǎn)品開始注重品質(zhì)和附加值。滄州城市化率不到40%，現(xiàn)處在快速發(fā)展階段。周邊縣鎮(zhèn)的人口不斷向市區(qū)涌入，加上舊城區(qū)改造，滄州市場(chǎng)的剛性需求仍然大量存在。 隨著國(guó)家對(duì)房地產(chǎn)市場(chǎng)的宏觀調(diào)控，目前房地產(chǎn)行業(yè)的競(jìng)爭(zhēng)日益激烈，而企業(yè)間的不斷競(jìng)爭(zhēng)使得房地產(chǎn)行業(yè)進(jìn)入了薄利時(shí)代，房地產(chǎn)的銷售面臨很大銷售壓力。受消費(fèi)者多層次、個(gè)性化的需求及消費(fèi)周期長(zhǎng)特點(diǎn)的影響，論文采用了文案調(diào)研法，對(duì)相關(guān)文獻(xiàn)資料進(jìn)行了大量檢索研究，了解到當(dāng)前房地產(chǎn)的研究狀況，在綜合掌握國(guó)內(nèi)外對(duì)該問題的研究基礎(chǔ)上，展開了新的探索和研究。同時(shí)采用了訪談法，通過對(duì)團(tuán)購(gòu)客戶的深度走訪，更清楚了解到客戶的現(xiàn)實(shí)需求與潛在需求，從而為龍韻項(xiàng)目的準(zhǔn)確市場(chǎng)定位提供了可靠的依據(jù)。 在新形勢(shì)下，濱河龍韻項(xiàng)目如何為顧客創(chuàng)造更大的讓渡價(jià)值，從而提升核心競(jìng)爭(zhēng)力，，已經(jīng)成為該項(xiàng)目所要解決的關(guān)鍵性問題。論文撰寫主要從六大部分來(lái)加以闡述，首先交代了研究的背景、意義以及國(guó)內(nèi)外的研究現(xiàn)狀，接著闡述了該研究過程中所用的理論和方法，并基于SWOT分析法對(duì)濱河龍韻項(xiàng)目當(dāng)前所面臨的內(nèi)外部環(huán)境進(jìn)行了研究，找出企業(yè)發(fā)展的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇與威脅等，構(gòu)建SWOT矩陣模型，提出適合項(xiàng)目發(fā)展的戰(zhàn)略，并利用市場(chǎng)調(diào)研的成果，確立了該項(xiàng)目的獨(dú)特性市場(chǎng)定位。最后從戰(zhàn)術(shù)上提出了濱河龍韻項(xiàng)目整合營(yíng)銷推廣方案，要從推廣策略、項(xiàng)目展示等方面進(jìn)行，并對(duì)項(xiàng)目營(yíng)銷策略推進(jìn)提出了保障措施。濱河龍韻項(xiàng)目必須要從樓盤自身特點(diǎn)出發(fā)，以顧客為中心，進(jìn)行獨(dú)特性市場(chǎng)定位，要采取有效的整合營(yíng)銷推廣策略，整體提升樓盤的核心競(jìng)爭(zhēng)力，為三、四線城市其他房地產(chǎn)項(xiàng)目如何進(jìn)行房地產(chǎn)項(xiàng)目整合營(yíng)銷策劃提供了很好的借鑒。
[Abstract]:The Bohai Rim Economic Circle is the core region to ensure China's political and economic stability. During the 12th Five-Year Plan period, Cangzhou will become a new growth pole and uplift zone in central and southern Hebei and the Bohai Rim region. Cangzhou is in a "big market era" at the present stage. The competition in the region is fierce, and the market segmentation is gradually increasing. The products begin to focus on quality and added value. Cangzhou's urbanization rate is less than 40%, now it is in the rapid development stage. The population of surrounding counties and towns is constantly pouring into the urban areas, plus the old urban transformation, the rigid demand of Cangzhou market still exists in large quantities. With the macro-control of the real estate market by the state, the competition in the real estate industry is becoming increasingly fierce, and the continuous competition among enterprises makes the real estate industry enter the era of small profits. The sales of real estate face great sales pressure. Affected by the multi-level, individualized demand and long consumption cycle of consumers, the paper adopts the method of document investigation, and carries out a large number of retrieval studies on the relevant documents and materials. To understand the current research situation of real estate, on the basis of comprehensive understanding of the domestic and foreign research on this issue, launched a new exploration and research. At the same time, by using the method of interview, through the in-depth visit to the group purchase customers, More clearly understand the customer's actual needs and potential needs, thus providing a reliable basis for the accurate market positioning of Longyun project. Under the new situation, how to create greater transferable value for customers and enhance the core competitiveness of Binhe Longyun Project has become the key problem to be solved. Firstly, the background, significance and current situation of the research at home and abroad are explained, then the theories and methods used in the research are expounded, and the internal and external environment of the Longyun Project is studied based on the SWOT analysis method. Find out the advantages, disadvantages, opportunities and threats of enterprise development, construct SWOT matrix model, put forward the strategy suitable for project development, and make use of the results of market research. The unique market positioning of the project is established. Finally, the integrated marketing promotion scheme of Binhe Longyun project is put forward tactically, which should be carried out from the aspects of promotion strategy, project display, etc. The project must be based on the characteristics of the building itself, take the customer as the center, carry out unique market orientation, and adopt effective integrated marketing promotion strategy. Improving the core competitiveness of the real estate as a whole provides a good reference for other real estate projects in the third and fourth tier cities how to plan the integrated marketing of real estate projects.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4

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