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(chǎng)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(chǎng)的競(jìng)爭(zhēng)日益激烈,尤其是高端住宅項(xiàng)目更面臨殘酷的市場(chǎng)競(jìng)爭(zhēng)。由中糧地產(chǎn)股份有限公司在沈陽開發(fā)的中糧隆璽項(xiàng)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(biāo)桿的市場(chǎng)地位,但去化速度緩慢,如何進(jìn)行營(yíng)銷策略的調(diào)整,走出叫好不叫座的市場(chǎng)怪圈,成為企業(yè)急需解決的問題。 首先,本論文對(duì)中糧隆璽項(xiàng)目現(xiàn)行的營(yíng)銷政策和市場(chǎng)定位進(jìn)行綜合描述,深入分析項(xiàng)目所需要迫切解決的問題。 其次,本文運(yùn)用4P理論,對(duì)中糧隆璽住宅項(xiàng)目的整體外部環(huán)境進(jìn)行分析,包括行業(yè)現(xiàn)狀、競(jìng)爭(zhēng)對(duì)手情況、市場(chǎng)需求及客戶購買行為等方面；幫助中糧隆璽項(xiàng)目在高端住宅市場(chǎng)同質(zhì)化嚴(yán)重的情況下,研究市場(chǎng)發(fā)展未來規(guī)律,學(xué)習(xí)競(jìng)爭(zhēng)對(duì)手的成功經(jīng)驗(yàn),了解市場(chǎng)客戶的根本需求,為打破中糧隆璽住宅項(xiàng)目面臨的營(yíng)銷困局尋找方向。 接著,研究中糧隆璽項(xiàng)目?jī)?nèi)部環(huán)境：運(yùn)用4P理論分析現(xiàn)行營(yíng)銷策略當(dāng)中的主要問題,結(jié)合項(xiàng)目和企業(yè)自身的資源與優(yōu)勢(shì),分析得出項(xiàng)目的優(yōu)劣勢(shì)。 以上分析的基礎(chǔ)之上,通過價(jià)值定位對(duì)中糧隆璽住宅項(xiàng)目進(jìn)行重新定位,并通過品牌化決策,幫助中糧隆璽住宅項(xiàng)目尋找到依托中糧集團(tuán)品牌的區(qū)別于其他高端住宅項(xiàng)目的差異化之路。最終,提出中糧隆璽住宅項(xiàng)目的營(yíng)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(xiàng)目精神價(jià)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(biāo)客戶的精細(xì)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(dòng),突出項(xiàng)目公園地產(chǎn)的獨(dú)有賣點(diǎn)；結(jié)合中糧集團(tuán)品牌優(yōu)勢(shì),擴(kuò)大客戶認(rèn)同價(jià)值基礎(chǔ)；針對(duì)不同產(chǎn)品的目標(biāo)客戶,進(jìn)行有效媒體覆蓋。在營(yíng)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(xiàng)目在與眾多高端住宅項(xiàng)目的競(jìng)爭(zhēng)中贏得一席之地,并為項(xiàng)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(xiàng)目營(yíng)銷成功的基礎(chǔ),高端住宅項(xiàng)目準(zhǔn)確的價(jià)值定位和品牌化決策是確保項(xiàng)目差異化競(jìng)爭(zhēng)的核心優(yōu)勢(shì),針對(duì)客戶特征而制定的組合的營(yíng)銷策略是住宅項(xiàng)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23;F274

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