本文選題：房地產(chǎn) + 高端住宅�。� 參考：《大連理工大學(xué)》2014年碩士論文

【摘要】：作為老工業(yè)基地振興的中心城市沈陽,沈陽的房地產(chǎn)市場一直保持穩(wěn)定發(fā)展。隨著近幾年開發(fā)量的逐年上升,房地產(chǎn)市場的競爭日益激烈,尤其是高端住宅項目更面臨殘酷的市場競爭。由中糧地產(chǎn)股份有限公司在沈陽開發(fā)的中糧隆璽項目自2013年10月份入市以來,雖然贏得了沈陽北部地區(qū)高端住宅標桿的市場地位,但去化速度緩慢,如何進行營銷策略的調(diào)整,走出叫好不叫座的市場怪圈,成為企業(yè)急需解決的問題。 首先,本論文對中糧隆璽項目現(xiàn)行的營銷政策和市場定位進行綜合描述,深入分析項目所需要迫切解決的問題。 其次,本文運用4P理論,對中糧隆璽住宅項目的整體外部環(huán)境進行分析,包括行業(yè)現(xiàn)狀、競爭對手情況、市場需求及客戶購買行為等方面；幫助中糧隆璽項目在高端住宅市場同質(zhì)化嚴重的情況下,研究市場發(fā)展未來規(guī)律,學(xué)習(xí)競爭對手的成功經(jīng)驗,了解市場客戶的根本需求,為打破中糧隆璽住宅項目面臨的營銷困局尋找方向。 接著,研究中糧隆璽項目內(nèi)部環(huán)境：運用4P理論分析現(xiàn)行營銷策略當(dāng)中的主要問題,結(jié)合項目和企業(yè)自身的資源與優(yōu)勢,分析得出項目的優(yōu)劣勢。 以上分析的基礎(chǔ)之上,通過價值定位對中糧隆璽住宅項目進行重新定位,并通過品牌化決策,幫助中糧隆璽住宅項目尋找到依托中糧集團品牌的區(qū)別于其他高端住宅項目的差異化之路。最終,提出中糧隆璽住宅項目的營銷策略調(diào)整方案：從講產(chǎn)品、講調(diào)性,調(diào)整為講文化、講生活,賦予住宅項目精神價值；從坐銷調(diào)整為行銷的銷售模式；從傳統(tǒng)媒體推廣調(diào)整為線上形象推廣與覆蓋目標客戶的精細化客戶地圖推廣相結(jié)合的媒體組合策略。通過文化主線系列活動,突出項目公園地產(chǎn)的獨有賣點；結(jié)合中糧集團品牌優(yōu)勢,擴大客戶認同價值基礎(chǔ)；針對不同產(chǎn)品的目標客戶,進行有效媒體覆蓋。在營銷策略的指導(dǎo)下,在保障措施的支持下,幫助中糧隆璽住宅項目在與眾多高端住宅項目的競爭中贏得一席之地,并為項目后續(xù)住宅銷售提供借鑒。 本文的研究結(jié)論是：4P理論的全面應(yīng)用是住宅項目營銷成功的基礎(chǔ),高端住宅項目準確的價值定位和品牌化決策是確保項目差異化競爭的核心優(yōu)勢,針對客戶特征而制定的組合的營銷策略是住宅項目成功的具體保證。
[Abstract]:As the old industrial base revitalization of the central city of Shenyang, Shenyang's real estate market has been stable development. With the increase of development in recent years, the competition of real estate market is increasingly fierce, especially the high-end residential projects are facing cruel market competition. Since its entry into the market in October 2013, the Cofco Longxi project, developed by Cofco Real Estate Co., Ltd. in Shenyang, has won the market status of high-end housing benchmarking in the northern part of Shenyang, but the pace of deactivation is slow, and how to adjust the marketing strategy, Get out of the ring of market eccentricity, as an urgent need to solve the problems of enterprises. Firstly, this paper comprehensively describes the current marketing policies and market positioning of Cofco Longxi Project, and analyzes the problems that need to be solved urgently. Secondly, using 4P theory, this paper analyzes the overall external environment of Cofco Longxi residential project, including industry status, competitors, market demand and customer purchase behavior. To help the Cofco Longxi Project study the future laws of market development, learn the successful experience of competitors, and understand the fundamental needs of market customers in the case of serious homogeneity in the high-end housing market. In order to break Cofco Longxi residential projects facing the marketing difficulties in search of direction. Then, this paper studies the internal environment of Cofang Longxi Project: using 4p theory to analyze the main problems in current marketing strategy, combining the resources and advantages of the project and the enterprise itself, the advantages and disadvantages of the project are analyzed and the advantages and disadvantages of the project are obtained. On the basis of the above analysis, through the value orientation to reposition the Cofco Longxi residential project, and through the brand decision, To help Cofco Longxi residential projects to find a way to differentiate from other high-end residential projects relying on Cofco Group brand. Finally, the paper puts forward the marketing strategy adjustment scheme of Cofco Longxi housing project: from emphasizing product, emphasizing tonality, adjusting to emphasizing culture, emphasizing life, giving spiritual value to housing project; From the traditional media promotion to the online image promotion and target customer coverage of the refined customer map promotion combined with a combination of media strategy. Through the cultural main line series activities, highlight the unique selling point of project park real estate; combine Cofco group brand advantages, expand customer identity value base; target customers of different products, carry on effective media coverage. Under the guidance of marketing strategy and with the support of security measures, this paper helps Cofco Longxi residential projects win a place in the competition with many high-end residential projects, and provides reference for subsequent residential sales of projects. The conclusion of this paper is that the comprehensive application of the theory of "4P" is the foundation of the successful marketing of residential projects, and the accurate value orientation and brand decision of high-end housing projects are the core advantages to ensure the competition of project differentiation. The combined marketing strategy based on the characteristics of the customer is the concrete guarantee for the success of the residential project.
【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】：2014
【分類號】：F299.23;F274

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