本文選題：房地產(chǎn) + BD建設(shè)集團(tuán)��； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的平穩(wěn)運(yùn)行，作為我國支柱產(chǎn)業(yè)之一的房地產(chǎn)業(yè)呈現(xiàn)出較快的發(fā)展趨勢。但是在發(fā)展之余，房地產(chǎn)業(yè)也面臨著諸多挑戰(zhàn)：宏觀調(diào)控政策日益嚴(yán)格、消費(fèi)者需求特點(diǎn)不斷變化、競爭環(huán)境愈加激烈。在這樣新的環(huán)境下，如何通過制定行之有效的營銷策略，培育企業(yè)競爭優(yōu)勢，使企業(yè)在競爭中立于不敗之地，將是每一個房地產(chǎn)企業(yè)亟待解決的問題。為此本文選取了BD建設(shè)集團(tuán)WNS項(xiàng)目作為研究對象，對該項(xiàng)目的營銷策略進(jìn)行了系統(tǒng)的闡述和詳細(xì)的分析。 首先，在回顧相關(guān)營銷理論的基礎(chǔ)上，重點(diǎn)分析了項(xiàng)目的營銷現(xiàn)狀。對BD建設(shè)集團(tuán)及內(nèi)外部營銷環(huán)境做了介紹。繼而從基本指標(biāo)、產(chǎn)品、價(jià)格、客戶及營銷手段等方面對競爭對手進(jìn)行分析，總結(jié)其競爭性項(xiàng)目的成功及不足之處。之后運(yùn)用SWOT分析方法，分析了WNS項(xiàng)目的內(nèi)部優(yōu)劣勢和外部的機(jī)會威脅，最終確定了項(xiàng)目發(fā)展戰(zhàn)略。 其次，運(yùn)用目標(biāo)市場營銷理論，對WNS項(xiàng)目進(jìn)行市場細(xì)分、目標(biāo)市場選擇和市場定位。并根據(jù)“灣區(qū)生活領(lǐng)袖”的高端定位，從產(chǎn)品、價(jià)格、分銷、促銷（4P）等方面制定出具體的營銷組合策略。 最后，，針對WNS項(xiàng)目的實(shí)際情況，從企業(yè)內(nèi)部的人力資源、財(cái)力資源和企業(yè)外部關(guān)系等方面論述如何制定WNS項(xiàng)目的營銷保障措施。
[Abstract]:With the smooth operation of the global economy, the real estate industry, as one of the pillar industries of our country, is developing rapidly. However, with the development of real estate industry, the real estate industry is facing many challenges: the macro-control policy is becoming more and more strict, the characteristics of consumer demand are constantly changing, and the competition environment is becoming more and more fierce. In such a new environment, how to develop effective marketing strategies, cultivate the competitive advantage of enterprises, and make enterprises in an invincible position in the competition will be a problem to be solved urgently in every real estate enterprise. In this paper, BD Construction Group WNS project is selected as the research object, and the marketing strategy of the project is systematically described and analyzed in detail. Firstly, on the basis of reviewing the relevant marketing theories, this paper analyzes the current marketing situation of the project. BD construction group and internal and external marketing environment were introduced. Then it analyzes the competitors from the aspects of basic index, product, price, customer and marketing means, and summarizes the success and deficiency of their competitive project. Then SWOT analysis method is used to analyze the internal advantages and disadvantages of WNS project and the external opportunity threat. Finally, the project development strategy is determined. Secondly, market segmentation, target market selection and market positioning of WNS project are carried out by using target marketing theory. According to the high-end positioning of "life leader in Bay area", the specific marketing combination strategy is worked out from product, price, distribution, promotion and so on. Finally, according to the actual situation of WNS project, this paper discusses how to formulate the marketing guarantee measures of WNS project from the aspects of internal human resources, financial resources and external relations of enterprises.
【學(xué)位授予單位】：吉林大學(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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