發(fā)布時間：2018-03-25 22:07

  本文選題：房地產(chǎn)　切入點：中小城市　出處：《山東大學(xué)》2013年碩士論文

【摘要】：隨著中國城鎮(zhèn)化建設(shè)加快,國家通過政策調(diào)控對房地產(chǎn)領(lǐng)域內(nèi)投機行為進行打壓,傳統(tǒng)的房地產(chǎn)開發(fā)熱點一線城市市場開始出現(xiàn)萎縮,許多原來業(yè)務(wù)主要在大中型城市的大型開發(fā)商紛紛轉(zhuǎn)戰(zhàn)中小城市。在進入中小城市市場后,許多房企取得了成功,但也有許多企業(yè)水土不服,產(chǎn)生了各種各樣的問題。 針對這一問題,論文對中小城市房地產(chǎn)市場的特點、機會及可能發(fā)生的風險進行了闡述,并通過中小城市房企在項目營銷中的不足,找出了現(xiàn)階段中小城市房地產(chǎn)項目營銷出現(xiàn)的問題。同時,針對中小城市房地產(chǎn)項目的目標市場定位、品牌推廣、產(chǎn)品設(shè)計、推廣渠道、廣告策略幾個方面進行了分析,并提出了解決方法。研究表明,中小城市的房地產(chǎn)項目只有通過縝密的市場調(diào)研,了解城市特性、風俗習慣,尋找到適合當?shù)氐漠a(chǎn)品設(shè)計、營銷模式、傳播途徑和廣告形式,才能取得成功。 在實證研究中,論文通過對菏澤三希堂項目的全過程參與,詳細闡述和分析了三希堂項目的差異化營銷之路。研究表明,無論是在大型城市已經(jīng)取得成功的企業(yè),還是在中小城市本土已經(jīng)建立了品牌知名度的企業(yè),房地產(chǎn)企業(yè)都應(yīng)注重項目營銷的差異化創(chuàng)新。 論文研究了差異化營銷在中小城市房地產(chǎn)項目中的應(yīng)用,對中小城市房地產(chǎn)營銷創(chuàng)新問題進行了有益探討,通過總結(jié)出一套既科學(xué)又切實可行的中小城市差異化營銷運作框架,為更多的房地產(chǎn)開發(fā)企業(yè)提供指導(dǎo)和借鑒。論文的創(chuàng)新之處在于將差異化營銷和中小城市的房地產(chǎn)市場相結(jié)合,不同于以往理論研究只針對宏觀層面或單一項目的做法。同時,通過中小城市實際項目的操作來實踐營銷差異化的理論和方法,使理論與實踐相互印證,以期對在中小城市發(fā)展的房地產(chǎn)企業(yè)在項目營銷實踐上起到一定的指導(dǎo)作用。
[Abstract]:With the acceleration of urbanization in China, the state has cracked down on speculation in the real estate sector through policy control, and the traditional real estate development hot spot, the first-tier city market, has begun to shrink. Many large developers in large and medium-sized cities have turned to small and medium-sized cities. After entering the small and medium-sized city market, many housing enterprises have achieved success, but also many enterprises do not accept, resulting in a variety of problems. In view of this problem, the paper expounds the characteristics, opportunities and possible risks of the real estate market in small and medium-sized cities, and through the lack of small and medium-sized city housing enterprises in project marketing, At the same time, the paper analyzes the target market orientation, brand promotion, product design, marketing channel and advertising strategy of real estate projects in small and medium-sized cities. The research shows that the real estate projects in small and medium-sized cities can only find out the characteristics of the city, the customs and habits, the product design, the marketing mode, the way of communication and the form of advertisement through careful market research. To succeed. In the empirical research, the thesis elaborates and analyzes the road of the differentiated marketing of Sanxitang project by participating in the whole process of Heze Sanxitang project. In small and medium-sized cities, local enterprises have established brand awareness, real estate enterprises should pay attention to project marketing differentiation innovation. This paper studies the application of differential marketing in real estate projects in small and medium-sized cities, and probes into the innovation of real estate marketing in small and medium-sized cities. By summing up a set of scientific and feasible framework of differential marketing in small and medium-sized cities, The innovation of this paper lies in the combination of differentiation marketing and the real estate market in small and medium-sized cities, which is different from the previous theoretical research that only aims at macro level or single project. The theory and method of marketing differentiation are put into practice through the operation of actual projects in small and medium-sized cities, so that the theory and practice can be proved mutually, in order to play a certain guiding role in the project marketing practice for the real estate enterprises developing in small and medium-sized cities.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.23

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本文編號：1665055