發(fā)布時(shí)間：2018-03-05 12:08

  本文選題：市場(chǎng)營(yíng)銷(xiāo)　切入點(diǎn)：營(yíng)銷(xiāo)策略　出處：《吉林大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在HRT集團(tuán)時(shí)代COSMO項(xiàng)目實(shí)施過(guò)程中，市場(chǎng)營(yíng)銷(xiāo)策略的制定和實(shí)施是提升開(kāi)發(fā)項(xiàng)目市場(chǎng)價(jià)值空間的最大環(huán)節(jié)。時(shí)代COSMO項(xiàng)目是HRT集團(tuán)的拓展東北市場(chǎng)的重要房地產(chǎn)項(xiàng)目，如何有效地制定和實(shí)施該項(xiàng)目的市場(chǎng)營(yíng)銷(xiāo)策略對(duì)于HRT集團(tuán)的未來(lái)發(fā)展具有重要的現(xiàn)實(shí)意義。本文通過(guò)對(duì)同HRT集團(tuán)時(shí)代COSMO項(xiàng)目相關(guān)的政策環(huán)境、競(jìng)爭(zhēng)環(huán)境和自身項(xiàng)目環(huán)境的分析，提出時(shí)代COSMO項(xiàng)目需要實(shí)施增長(zhǎng)型市場(chǎng)營(yíng)銷(xiāo)策略，即需要通過(guò)客群需求分析，選擇主要目標(biāo)客戶(hù)群體，提供優(yōu)質(zhì)產(chǎn)品組合，整合自身競(jìng)爭(zhēng)優(yōu)勢(shì)，挖掘項(xiàng)目潛力賣(mài)點(diǎn)，借助優(yōu)質(zhì)營(yíng)銷(xiāo)手段，，逐級(jí)實(shí)現(xiàn)項(xiàng)目目標(biāo)。 本文在對(duì)項(xiàng)目市場(chǎng)營(yíng)銷(xiāo)環(huán)境深入分析的基礎(chǔ)上，通過(guò)客群需求分析，確定了時(shí)代COSMO項(xiàng)目的目標(biāo)客群，并對(duì)項(xiàng)目的整體定位進(jìn)行確定。在此基礎(chǔ)上，本文制定了時(shí)代COSMO項(xiàng)目的市場(chǎng)營(yíng)銷(xiāo)策略。一是將項(xiàng)目產(chǎn)品分為住宅、SOHO、寫(xiě)字樓和五星級(jí)溫泉度假酒店四種類(lèi)型；二是通過(guò)采用市場(chǎng)比較法對(duì)項(xiàng)目產(chǎn)品的價(jià)格進(jìn)行了測(cè)定，并分階段給出了價(jià)格策略；三是在營(yíng)銷(xiāo)推廣策略中，本文主要采用小眾媒體宣傳，同時(shí)以大眾媒體作為補(bǔ)充，并根據(jù)銷(xiāo)售階段不同配合相關(guān)事件營(yíng)銷(xiāo)活動(dòng)加以影響，共同開(kāi)展集群營(yíng)銷(xiāo)、階段節(jié)點(diǎn)營(yíng)銷(xiāo)和時(shí)代COSMO項(xiàng)目品牌營(yíng)銷(xiāo)；四是在渠道策略中，主要采用團(tuán)購(gòu)、銷(xiāo)售代理的方式來(lái)進(jìn)行直接銷(xiāo)售和間接銷(xiāo)售；最后，本文根據(jù)時(shí)代COSMO項(xiàng)目的施工節(jié)點(diǎn)劃分出項(xiàng)目準(zhǔn)備期、預(yù)熱期、認(rèn)籌期、強(qiáng)銷(xiāo)期和持續(xù)銷(xiāo)售期等銷(xiāo)售時(shí)段，并對(duì)各個(gè)時(shí)段的銷(xiāo)售推廣工作進(jìn)行了安排。為了有效保障時(shí)代COSMO項(xiàng)目市場(chǎng)營(yíng)銷(xiāo)策略的順利實(shí)施，本文最后還從項(xiàng)目的組織架構(gòu)、專(zhuān)業(yè)技術(shù)和資金等方面明確了相應(yīng)的保障措施。
[Abstract]:In the implementation process of COSMO project in the era of HRT Group, the formulation and implementation of marketing strategy is the biggest link to enhance the market value space of the development project. The COSMO Project of the Times is an important real estate project of HRT Group to expand the northeast market. How to effectively formulate and implement the marketing strategy of this project is of great practical significance for the future development of HRT Group. This paper analyzes the policy environment, competition environment and its own project environment related to the COSMO project in the era of HRT Group. This paper puts forward that the COSMO project needs to implement the growth marketing strategy, that is, through the customer demand analysis, the selection of the main target customer groups, the provision of high-quality product mix, the integration of its own competitive advantage, and the exploitation of the potential selling points of the project. With the help of high-quality marketing means, step by step to achieve the project objectives. Based on the deep analysis of the marketing environment of the project, this paper determines the target group of the COSMO project by analyzing the demand of the customer group, and determines the overall orientation of the project. In this paper, the marketing strategy of the time COSMO project is formulated. First, the project products are divided into four types: residential building, office building and five-star hot spring resort hotel, and the price of the project product is measured by using the method of market comparison. Third, in the marketing promotion strategy, this article mainly uses the minority media propaganda, at the same time takes the mass media as the supplement, and according to the sale stage different cooperation related events marketing activities to influence, Cluster marketing, stage node marketing and COSMO brand marketing; fourth, in the channel strategy, mainly use group purchase, sales agent to carry out direct and indirect sales; finally, According to the construction node of the time COSMO project, this paper divides the project preparation period, the preheating period, the recognition period, the strong sale period and the continuous sale period, etc. In order to effectively guarantee the smooth implementation of marketing strategy of COSMO project in the era, this paper finally clarifies the corresponding safeguard measures from the aspects of project organization, professional technology and funds.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274

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本文編號(hào)：1570173