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

【摘要】：改革開放三十多年，我國的經(jīng)濟社會飛速發(fā)展。近年來，房地產(chǎn)市場成長迅速，在國民經(jīng)濟發(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)進入市場，房地產(chǎn)市場的競爭日益激烈。同時，隨著國民經(jīng)濟的發(fā)展，人們收入水平不斷提高，使得消費者對房地產(chǎn)產(chǎn)品的需求呈現(xiàn)差異化的特點，，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)范化和科學化發(fā)展，由此也增加了房地產(chǎn)項目開發(fā)的難度。面對重重困難，房地產(chǎn)企業(yè)要想在競爭中脫穎而出，就必須針對市場需求制定行之有效的營銷方案，根據(jù)消費者需求的變化及時調(diào)整營銷策略。 本文以長沙市筑夢都園項目為研究對象，在對相關(guān)文獻和理論整理的基礎(chǔ)上，深入研究STP理論、4P理論，通過對筑夢都園項目宏觀和微觀環(huán)境分析，運用波特五力競爭模型對筑夢都園項目的競爭環(huán)境進行了分析，在此基礎(chǔ)上，運用SWOT分析方法對筑夢都園項目自身的優(yōu)勢和劣勢，以及面臨的機會和威脅進行了深入的研究，對筑夢都園項目整體的營銷策略進行了探討。通過市場細分、目標市場選擇、市場定位之后，在4P理論的指導下，從產(chǎn)品策略、價格策略、渠道策略、促銷策略四個方面制定了本項目的營銷策略組合。最后，本文為保證筑夢都園項營銷順利實施，提出了相應(yīng)的風險保障措施。
[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.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.23

【參考文獻】

相關(guān)期刊論文 前10條

1 于坤章;論現(xiàn)代營銷理論4C對傳統(tǒng)營銷理論4P的導向[J];北京工商大學學報(社會科學版);2003年01期

2 劉圣歡;品牌、交易成本與房地產(chǎn)品牌[J];商業(yè)研究;2002年07期

3 章惠生;蘇珉民;;打動購房者的促銷策略[J];城市住宅;2009年05期

4 胡建蘭;;房地產(chǎn)市場調(diào)研中應(yīng)關(guān)注的幾個問題[J];中國房地產(chǎn);2007年08期

5 劉婉;;淺談房地產(chǎn)營銷策略的發(fā)展與創(chuàng)新[J];經(jīng)營管理者;2009年11期

6 楊光宇;;淺析房地產(chǎn)營銷策略——以中山市房地產(chǎn)市場為例[J];成功(教育);2011年09期

7 孟健;孟杰;;數(shù)字時代房地產(chǎn)營銷的4P設(shè)計[J];華北水利水電學院學報;2009年05期

8 徐淋;;房地產(chǎn)營銷策劃問題與對策探討[J];黑龍江科技信息;2011年10期

9 唐穎;;房地產(chǎn)營銷傳播渠道的類型研究[J];科技經(jīng)濟市場;2010年05期

10 李華;;新形勢下如何創(chuàng)新房地產(chǎn)營銷策略[J];科技信息;2009年21期

本文編號：1582587