本文選題：房地產(chǎn)項目　切入點：市場營銷策略　出處：《青島科技大學(xué)》2017年碩士論文

【摘要】：房地產(chǎn)行業(yè)是我國國民經(jīng)濟的支柱產(chǎn)業(yè),也是關(guān)系國計民生的大事,國家對房地產(chǎn)行業(yè)能否健康持續(xù)發(fā)展十分關(guān)注,近年來陸續(xù)出臺了一系列調(diào)控政策。雖然我國的房地產(chǎn)企業(yè)起步較晚,但發(fā)展較快,經(jīng)過幾年的發(fā)展已從原來的賣方市場轉(zhuǎn)向買方市場,消費者的對房屋品質(zhì)、小區(qū)環(huán)境、軟硬件設(shè)施等要求越來越高,加之同質(zhì)商品房供應(yīng)充足,房地產(chǎn)市場競爭日趨激烈。企業(yè)要在激烈的市場競爭中立于不敗之地,不但取決于開發(fā)的商品房是否有特色并且吸引顧客,更重要的是要將房地產(chǎn)項目開發(fā)和市場營銷兩者同時連接起來進行研究,并強調(diào)兩者之間的相互作用和影響,這也是本文的一個創(chuàng)新點。本文通過引入全周期的營銷理念,采用文獻研究法、案例研究法、綜合比較研究法、分類分析法等研究方法,對金域府邸房地產(chǎn)開發(fā)項目市場營銷策略進行研究,針對金域府邸項目的現(xiàn)狀通過運用4Ps理論、4Cs理論、SWOT分析、STP分析、PEST分析對該項目進行全方位、深層次的分析,最終得出了一套適合該項目的產(chǎn)品策略、渠道策略、價格策略、公共關(guān)系策略等。金域府邸項目是T公司開發(fā)的第一個房地產(chǎn)項目,成功的市場營銷策略不但可以快速實現(xiàn)項目的銷售和企業(yè)的利潤,同時有助于T公司建立起一套完整的項目開發(fā)和市場營銷理論體系,希望該項目的開發(fā)和市場營銷經(jīng)驗可以對類似項目在制定營銷策略時起到借鑒作用。
[Abstract]:The real estate industry is not only the pillar industry of our national economy, but also a major event related to the national economy and people's livelihood. The state pays great attention to the healthy and sustainable development of the real estate industry, and in recent years has issued a series of regulation and control policies.Although the real estate enterprises in our country started relatively late, they developed rapidly. After several years' development, they have shifted from the original seller's market to the buyer's market, and consumers' demands on housing quality, residential environment, hardware and software facilities are becoming more and more high.Coupled with adequate supply of homogeneous commercial housing, real estate market competition is becoming increasingly fierce.Enterprises in the fierce market competition in an invincible position, not only depends on whether the commercial housing development has characteristics and attract customers, more important is to link the real estate project development and marketing research.And emphasizes the interaction and the influence between the two, this also is an innovation point of this paper.This paper studies the marketing strategy of the real estate development project of Jinyu residence by introducing the whole cycle marketing concept, adopting the literature research method, the case study method, the comprehensive comparison research method, the classification analysis method and so on research method, the article carries on the research to the Jinyu residence real estate development project marketing strategy.In view of the present situation of the Jinyu residence project, through the use of 4Ps theory / 4Cs theory to analyze the project and the pest analysis, a set of product strategy, channel strategy and price strategy suitable for the project are obtained.Public relations strategy, etc.Jinyu residence Project is the first real estate project developed by T Company. Successful marketing strategy can not only quickly realize the sales of the project and the profits of the enterprise.At the same time, it is helpful for T Company to set up a complete theoretical system of project development and marketing. It is hoped that the development and marketing experience of this project can be used for reference in the formulation of marketing strategies for similar projects.
【學(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.233.4;F274

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