本文選題：別墅 + SWOT分析��； 參考：《大連理工大學(xué)》2013年碩士論文

【摘要】：近年來,我國經(jīng)濟(jì)發(fā)展一直保持著較快速度,社會生產(chǎn)力明顯提高,綜合國力顯著增強(qiáng),居民收入穩(wěn)步增長,中高收入階層規(guī)模在不斷擴(kuò)大。隨著收入的提高,人們對居住條件的要求越來越高,能提供良好居住環(huán)境的郊區(qū)別墅逐漸為新富人群所青睞。經(jīng)過多年發(fā)展,中國別墅已經(jīng)從短缺型的商品,變成現(xiàn)代都市人理想的居住產(chǎn)品。近幾年大連別墅市場也經(jīng)歷了高速發(fā)展,每年都有十幾個以上的項(xiàng)目亮相,地域分布涵蓋了從主城區(qū)到旅順、金石灘等新城區(qū)的大部分區(qū)域,范圍之廣是前所未有的。隨著別墅項(xiàng)目數(shù)量的增多,其建筑風(fēng)格也呈現(xiàn)多元化趨勢,既有中國古典的園林風(fēng)格,也有偏西式的歐美莊園風(fēng)格等。在產(chǎn)品的細(xì)節(jié)上,開發(fā)商拋棄了建造普通住宅的傳統(tǒng)粗獷方式,開始追求細(xì)節(jié)的完美。 波爾多莊園項(xiàng)目位于大連市金州新區(qū)金石灘國家旅游度假區(qū)西部,緊鄰黃海,距大連市區(qū)58公里,車程僅40分鐘。金石灘三面環(huán)海,全年氣候宜人,夏無酷暑,冬少嚴(yán)寒,春秋晴日多,光照充足,2010年被評為國家5A級旅游景區(qū)。海昌集團(tuán)為適應(yīng)市場發(fā)展趨勢,滿足城市功能需要,在保持金石灘原有的優(yōu)美自然環(huán)境的基礎(chǔ)上,融入獨(dú)特的法國紅酒文化,建造一座從外觀到內(nèi)涵高度和諧統(tǒng)一的紅酒莊園,將如畫風(fēng)景、建筑藝術(shù)、美食體驗(yàn)以及醉人紅酒用一種巧妙的方式結(jié)合起來,在金石灘這片土地上傾力打造浪漫唯美的大型紅酒主題休閑旅游地產(chǎn)項(xiàng)目。該項(xiàng)目主要包括古城堡酒店、酒窖、紅酒博物館、紅酒釀造廠、溫泉會所、紅酒堡、紅酒文化展示中心等建筑,波爾多莊園項(xiàng)目為紅酒莊園項(xiàng)目的一期工程,產(chǎn)品形式包括獨(dú)棟別墅、聯(lián)排別墅、疊拼別墅等。 本文以波爾多莊園項(xiàng)目的營銷策略作為研究對象,結(jié)合本人研究生課程中所學(xué)的市場營銷、戰(zhàn)略管理等學(xué)科,查閱引用經(jīng)濟(jì)、地產(chǎn)、金融、社會等方面的數(shù)據(jù)、論文和期刊的同時,以房地產(chǎn)營銷的STP理論,4P理論,4C理論等經(jīng)典理論為指導(dǎo),堅(jiān)持理論聯(lián)系實(shí)際,理論指導(dǎo)實(shí)踐的原則,通過對波爾多莊園項(xiàng)目外部環(huán)境分析、內(nèi)部環(huán)境分析和競爭對手的分析,完成了項(xiàng)目的SWOT分析,并提出了針對波爾多莊園項(xiàng)目的營銷策略。這既為波爾多莊園項(xiàng)目營銷工作提供了有益幫助,也對其他房地產(chǎn)企業(yè)制定相似項(xiàng)目的營銷策略提供了參考。
[Abstract]:In recent years, China's economic development has maintained a relatively rapid pace, the social productivity has improved significantly, the overall national strength has increased significantly, the income of residents has steadily increased, and the scale of the middle and high income strata has been continuously expanded. With the increase of income, the demand for living conditions is higher and higher. Suburban villas, which can provide a good living environment, are gradually favored by the newly rich. After years of development, Chinese villas have changed from a shortage of commodities to modern urban ideal residential products. In recent years, Dalian villa market has also experienced rapid development, every year more than a dozen projects appear, the geographical distribution covers most areas from the main urban area to Lushun, Jinshitan and other new urban areas, the scope of which is unprecedented. With the increase in the number of villa projects, its architectural style also presents a diversified trend, both Chinese classical garden style, but also the Western-style style of European and American manor style. In terms of product details, developers abandoned the traditional rugged way of building ordinary houses and began to pursue the perfection of detail. Bordeaux Manor project is located in the west of Jinzhou New District, Dalian, next to Huang Hai, 58 kilometers from Dalian, only 40 minutes by car. Jinshitan surrounded by sea on three sides, the weather is pleasant, summer is not hot, winter is cold, spring and autumn are sunny, light is sufficient, and it was rated as the national 5A class scenic spot in 2010. In order to adapt to the trend of market development and meet the needs of urban functions, Haichang Group integrates the unique French red wine culture into the unique French red wine culture on the basis of maintaining the original beautiful natural environment of the Gold and Stone Beach, and builds a highly harmonious and unified red wine estate from the appearance to the connotation. Combining picturesque scenery, architectural art, food experience and intoxicating red wine in a clever way, the land of Kingstone Beach is devoted to creating a large, romantic, red wine themed leisure tourism real estate project. The project mainly includes the ancient The Castle Hotel, wine cellar, red wine museum, wine brewery, hot spring club, red wine castle, wine culture exhibition center, etc. The Bordeaux Manor Project is the first phase of the red wine estate project. Products include single-family villas, townhouses, stacked villas, and so on. This article regards the marketing strategy of Bordeaux manor project as the research object, combines the marketing, strategic management and other subjects that I have learned in my graduate course, to consult and quote economic, real estate, financial, social and other data. At the same time, under the guidance of STP theory and 4C theory of real estate marketing, the paper adheres to the principle of integrating theory with practice, and analyzes the external environment of Bordeaux manor project. The SWOT analysis of the project is completed and the marketing strategy for Bordeaux estate project is put forward. This not only provides beneficial help for the marketing work of Bordeaux Manor Project, but also provides reference for other real estate enterprises to formulate marketing strategies for similar projects.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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