本文選題：市場營銷　切入點：營銷策略　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在HRT集團時代COSMO項目實施過程中，市場營銷策略的制定和實施是提升開發(fā)項目市場價值空間的最大環(huán)節(jié)。時代COSMO項目是HRT集團的拓展東北市場的重要房地產(chǎn)項目，如何有效地制定和實施該項目的市場營銷策略對于HRT集團的未來發(fā)展具有重要的現(xiàn)實意義。本文通過對同HRT集團時代COSMO項目相關(guān)的政策環(huán)境、競爭環(huán)境和自身項目環(huán)境的分析，提出時代COSMO項目需要實施增長型市場營銷策略，即需要通過客群需求分析，選擇主要目標(biāo)客戶群體，提供優(yōu)質(zhì)產(chǎn)品組合，整合自身競爭優(yōu)勢，挖掘項目潛力賣點，借助優(yōu)質(zhì)營銷手段，，逐級實現(xiàn)項目目標(biāo)。 本文在對項目市場營銷環(huán)境深入分析的基礎(chǔ)上，通過客群需求分析，確定了時代COSMO項目的目標(biāo)客群，并對項目的整體定位進(jìn)行確定。在此基礎(chǔ)上，本文制定了時代COSMO項目的市場營銷策略。一是將項目產(chǎn)品分為住宅、SOHO、寫字樓和五星級溫泉度假酒店四種類型；二是通過采用市場比較法對項目產(chǎn)品的價格進(jìn)行了測定，并分階段給出了價格策略；三是在營銷推廣策略中，本文主要采用小眾媒體宣傳，同時以大眾媒體作為補充，并根據(jù)銷售階段不同配合相關(guān)事件營銷活動加以影響，共同開展集群營銷、階段節(jié)點營銷和時代COSMO項目品牌營銷；四是在渠道策略中，主要采用團購、銷售代理的方式來進(jìn)行直接銷售和間接銷售；最后，本文根據(jù)時代COSMO項目的施工節(jié)點劃分出項目準(zhǔn)備期、預(yù)熱期、認(rèn)籌期、強銷期和持續(xù)銷售期等銷售時段，并對各個時段的銷售推廣工作進(jìn)行了安排。為了有效保障時代COSMO項目市場營銷策略的順利實施，本文最后還從項目的組織架構(gòu)、專業(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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274

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