本文選題：房地產(chǎn)　切入點(diǎn)：營銷策略　出處：《湘潭大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放三十多年，我國的經(jīng)濟(jì)社會(huì)飛速發(fā)展。近年來，房地產(chǎn)市場成長迅速，在國民經(jīng)濟(jì)發(fā)展中發(fā)揮著越來越重要的作用，成為了支柱性產(chǎn)業(yè)之一。房地產(chǎn)的高利潤吸引了越來越多的企業(yè)進(jìn)入市場，房地產(chǎn)市場的競爭日益激烈。同時(shí)，隨著國民經(jīng)濟(jì)的發(fā)展，人們收入水平不斷提高，使得消費(fèi)者對(duì)房地產(chǎn)產(chǎn)品的需求呈現(xiàn)差異化的特點(diǎn)，，這就要求房地產(chǎn)企業(yè)要充分了解市場需求。近年來，由于宏觀政策的調(diào)整以及房地產(chǎn)行業(yè)制度的施行，房地產(chǎn)行業(yè)開始向規(guī)范化和科學(xué)化發(fā)展，由此也增加了房地產(chǎn)項(xiàng)目開發(fā)的難度。面對(duì)重重困難，房地產(chǎn)企業(yè)要想在競爭中脫穎而出，就必須針對(duì)市場需求制定行之有效的營銷方案，根據(jù)消費(fèi)者需求的變化及時(shí)調(diào)整營銷策略。 本文以長沙市筑夢都園項(xiàng)目為研究對(duì)象，在對(duì)相關(guān)文獻(xiàn)和理論整理的基礎(chǔ)上，深入研究STP理論、4P理論，通過對(duì)筑夢都園項(xiàng)目宏觀和微觀環(huán)境分析，運(yùn)用波特五力競爭模型對(duì)筑夢都園項(xiàng)目的競爭環(huán)境進(jìn)行了分析，在此基礎(chǔ)上，運(yùn)用SWOT分析方法對(duì)筑夢都園項(xiàng)目自身的優(yōu)勢和劣勢，以及面臨的機(jī)會(huì)和威脅進(jìn)行了深入的研究，對(duì)筑夢都園項(xiàng)目整體的營銷策略進(jìn)行了探討。通過市場細(xì)分、目標(biāo)市場選擇、市場定位之后，在4P理論的指導(dǎo)下，從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略四個(gè)方面制定了本項(xiàng)目的營銷策略組合。最后，本文為保證筑夢都園項(xiàng)營銷順利實(shí)施，提出了相應(yīng)的風(fēng)險(xiǎn)保障措施。
[Abstract]:Over the past 30 years of reform and opening up, China's economy and society have developed rapidly. In recent years, the real estate market has grown rapidly and played a more and more important role in the development of the national economy. The high profit of real estate attracts more and more enterprises to enter the market, and the competition of real estate market is becoming more and more fierce. At the same time, with the development of national economy, people's income level is rising constantly. This makes consumers' demand for real estate products appear different, which requires real estate enterprises to fully understand the market demand. In recent years, due to the adjustment of macro policies and the implementation of the real estate industry system, The real estate industry has begun to develop in a standardized and scientific way, thus making it more difficult to develop real estate projects. In the face of many difficulties, real estate enterprises want to stand out in the competition. It is necessary to make effective marketing plan according to the market demand and adjust the marketing strategy according to the change of consumer demand. In this paper, based on the related literature and theory collation, the author deeply studies the theory of STP 4P, and analyzes the macro and micro environment of the project. On the basis of the analysis of the competitive environment of the project by using Porter's five-force competition model, this paper makes an in-depth study on the strengths and weaknesses of the project itself, as well as the opportunities and threats it faces, using the method of SWOT analysis. Through market segmentation, target market selection, market positioning, under the guidance of 4P theory, this paper discusses the overall marketing strategy of the project, including product strategy, price strategy, channel strategy, etc. Finally, in order to ensure the successful implementation of the marketing of the project, this paper puts forward the corresponding risk protection measures.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23

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