本文選題：房地產(chǎn) + 營(yíng)銷環(huán)境分析��； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：目前我國(guó)房地產(chǎn)業(yè)正處于一個(gè)嶄新的發(fā)展階段，行業(yè)的發(fā)展給房地產(chǎn)企業(yè)帶來了機(jī)會(huì)，同時(shí)，行業(yè)內(nèi)競(jìng)爭(zhēng)的加劇也使得房地產(chǎn)企業(yè)面臨巨大的挑戰(zhàn)。在日益嚴(yán)峻的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下，更加適應(yīng)市場(chǎng)的營(yíng)銷策略成為房地產(chǎn)開發(fā)經(jīng)營(yíng)成敗的關(guān)鍵。 昊源.高格藍(lán)灣項(xiàng)目是2008年開盤銷售，受2008年全球經(jīng)濟(jì)危機(jī)的影響全國(guó)城市房地產(chǎn)價(jià)格明顯下跌，這對(duì)本項(xiàng)目的銷售也受到了重創(chuàng)。2009年國(guó)家政策放緩松綁二套房貸，樓市復(fù)蘇，價(jià)格上揚(yáng)，致使本項(xiàng)目的中、小戶型房源（30——140m~2）呈現(xiàn)一度的熱銷。2010至2013年政府出臺(tái)的一系列政策限制了投資、投機(jī)性購(gòu)房客戶，另外本項(xiàng)目也存在手續(xù)不完善、市場(chǎng)定位不準(zhǔn)、產(chǎn)品策略不合理等諸多方面因素導(dǎo)致本項(xiàng)目近500套大戶型(150--200m~2)一度出現(xiàn)滯銷狀態(tài)。 基于上述對(duì)營(yíng)銷環(huán)境和企業(yè)自身的分析，昊源.高格藍(lán)灣項(xiàng)目的目標(biāo)市場(chǎng)應(yīng)該先確定為中端，后期轉(zhuǎn)型中高端市場(chǎng)。中端、中高端房地產(chǎn)市場(chǎng)在長(zhǎng)春的未來競(jìng)爭(zhēng)中將最為慘烈，而且中端市場(chǎng)消費(fèi)群體的基數(shù)比中高端市場(chǎng)消費(fèi)群體的基數(shù)大一些的特點(diǎn)，項(xiàng)目的市場(chǎng)定位應(yīng)該為中高檔住宅社區(qū)。從營(yíng)銷策略上看，昊源.高格藍(lán)灣項(xiàng)目應(yīng)采用更有針對(duì)性的營(yíng)銷組合，在產(chǎn)品策略方面項(xiàng)目采用建筑大氣、莊重的ArtDeco建筑風(fēng)格，昊源.高格藍(lán)灣項(xiàng)目在價(jià)格策略方面，采取低開高走策略，這樣的價(jià)格策略為后期房源的銷售提供了比較大的漲幅空間。在營(yíng)銷渠道方面本項(xiàng)目采取以直銷為主、坐銷為輔，外拓及充分組合各種銷售渠道，主要目的是建立一種新型的行之有效的營(yíng)銷渠道。昊源.高格藍(lán)灣促銷策略主要包括：廣告策略、人員推銷策略、營(yíng)業(yè)推廣策略和公共關(guān)系策略。 綜上所述，昊源.高格藍(lán)灣項(xiàng)目要想在激烈的競(jìng)爭(zhēng)中獲得競(jìng)爭(zhēng)優(yōu)勢(shì)，就必須深入地洞察消費(fèi)者需求，在此基礎(chǔ)上，確定自己的目標(biāo)市場(chǎng)，并在此市場(chǎng)上樹立鮮明的項(xiàng)目品牌形象，同時(shí)制定更加適應(yīng)目標(biāo)市場(chǎng)的營(yíng)銷組合策略，并不折不扣地去執(zhí)行，只有這樣，昊源.高格藍(lán)灣項(xiàng)目才能在市場(chǎng)上獲得顧客的青睞，，贏得顧客的信任和忠誠(chéng)，項(xiàng)目才能獲得最終的成功。
[Abstract]:At present, the real estate industry of our country is in a new stage of development, the development of the industry brings the opportunity to the real estate enterprise, at the same time, the aggravation of the competition in the industry also makes the real estate enterprise face the huge challenge. In the increasingly severe market competition environment, more suitable marketing strategy becomes the key to the success or failure of real estate development and management. Haoyuan. The Goran Bay project was sold at the start of the 2008 market, and urban real estate prices across the country fell sharply as a result of the global economic crisis in 2008, which also hit sales of the project hard. In 2009, state policy slowed down the release of second home loans and the property market recovered. The rising prices have led to a series of policies issued by the government from 2010 to 2013 that restricted investment, speculative housing purchases, and imperfect procedures for the project. Many factors, such as incorrect market positioning and unreasonable product strategy, led to the unsalable state of nearly 500 sets of large household type (150--200mm2). Based on the above analysis of the marketing environment and enterprise itself, Haoyuan. The target market of the Goran Bay project should be defined as the middle end and the mid-end market in the later stage of transformation. The middle and high end real estate market will be the fiercest in the future competition in Changchun, and the base of the middle end market consumer group is larger than that of the middle and high end market consumption group, so the market orientation of the project should be the middle and high grade residential community. From the perspective of marketing strategy, Haoyuan. The project should use a more targeted marketing mix, in terms of product strategy, the project uses the architectural atmosphere, solemn ArtDeco architectural style, Haoyuan. In terms of price strategy, the Gogran Bay Project adopts a low opening and high price strategy, which provides a relatively large increase space for housing sales in the later period. In the aspect of marketing channel, this project adopts direct selling as the main method, sitting sales as the auxiliary, expanding and fully combining all kinds of sales channels. The main purpose is to establish a new and effective marketing channel. Haoyuan. The promotion strategies include: advertising strategy, personnel marketing strategy, sales promotion strategy and public relations strategy. To sum up, Haoyuan. In order to gain a competitive advantage in the fierce competition, the project must have a deep insight into the needs of consumers, and on this basis, determine its target market, and establish a distinct brand image of the project in this market. At the same time to develop more suitable for the target market marketing mix strategy, and exactly to implement, only so, Haoyuan. In order to win customers' favor, win customer's trust and loyalty in the market, the project can get the final success.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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