本文選題：LF城投公司　切入點：GD房地產(chǎn)項目　出處：《東北石油大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,國家出臺了一系列針對房地產(chǎn)的調(diào)控政策以確保房地產(chǎn)市場的健康發(fā)展,但是隨著經(jīng)濟的不斷發(fā)展,房地產(chǎn)行業(yè)的競爭不斷加劇,這對房地產(chǎn)企業(yè)的發(fā)展帶來了一定的影響。LF城投公司是一家中小型房地產(chǎn)企業(yè),在GD房地產(chǎn)項目的開發(fā)和銷售階段也面臨了諸多壓力,因此,深入分析該公司GD房地產(chǎn)項目營銷現(xiàn)狀,提出房地產(chǎn)項目的營銷策略和保障措施,對于指導GD房地產(chǎn)項目營銷活動將是十分必要和有益的。論文主要包括五部分,第一部分介紹論文的研究背景、目的及意義,市場營銷內(nèi)容在國內(nèi)外研究現(xiàn)狀,論文的研究方法、內(nèi)容及論文框架;第二部分闡述市場營銷含義和特點、營銷策略及4P理論、房地產(chǎn)營銷概念及特征;第三部分分析LF城投公司GD房地產(chǎn)項目狀況及所處的內(nèi)外部環(huán)境;第四部分針對LF城投公司GD房地產(chǎn)項目狀況和面臨的內(nèi)外部環(huán)境,基于4P理論,從產(chǎn)品策略、價格策略、渠道策略、促銷策略四方面提出了LF城投公司GD房地產(chǎn)項目營銷策略的制定方案,其中產(chǎn)品策略包括形象定位和市場定位,價格策略包括定價策略、洋房定價策略、過程價格策略、價格優(yōu)惠策略,渠道策略包括線上營銷、巡展蓄客、階梯式、多樣化促銷、深刻貫徹“老帶新”、持續(xù)的活動策略,促銷策略包括加強廣告銷售的力度、加強人員促銷力度、拓展其他促銷策略;第五部分針對制定的營銷策略提出了具體的保障措施,包括提升品牌價值、建立市場營銷信息系統(tǒng)、打造高素質(zhì)管理團隊等方面。以期通過上述研究為LF城投公司制定GD房地產(chǎn)項目營銷策略和保障措施提供一定的借鑒。
[Abstract]:In recent years, the state has issued a series of real estate regulation and control policies to ensure the healthy development of the real estate market, but with the continuous development of the economy, the competition in the real estate industry continues to intensify. This has brought certain influence to the development of real estate enterprises. LF City Investment Corporation is a small and medium-sized real estate enterprise, and also faces a lot of pressure in the development and sale stage of GD real estate project, therefore, It is necessary and beneficial to analyze the current situation of GD real estate project marketing, put forward the marketing strategy and safeguard measures of the real estate project, which will be very necessary and beneficial for guiding GD real estate project marketing activities. The first part introduces the research background, purpose and significance of the thesis, the present situation of the marketing content at home and abroad, the research method, the content and the framework of the thesis, the second part expounds the meaning and characteristics of the marketing, the marketing strategy and the 4p theory. The third part analyzes the situation of GD real estate project and its internal and external environment in LF City Investment Corporation. 4th, based on 4P theory, it aims at the condition of GD real estate project and the internal and external environment faced by LF City Investment Company. From four aspects of product strategy, price strategy, channel strategy and promotion strategy, this paper puts forward the formulation plan of GD real estate project marketing strategy of LF City Investment Corporation, in which product strategy includes image positioning and market positioning, price strategy includes pricing strategy. Westernhouse pricing strategy, process pricing strategy, price preferential strategy, channel strategy including online marketing, tour, stair, diversification promotion, deep implementation of "old with new", sustained activity strategy, Promotion strategies include strengthening advertising sales, strengthening staff promotion, and expanding other promotional strategies. Part 5th puts forward specific safeguard measures against the established marketing strategies, including promoting brand value. In order to provide some reference for LF City Investment Company to formulate GD real estate project marketing strategy and safeguard measures through the above research the establishment of marketing information system and the creation of high quality management team etc.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4;F274

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