發(fā)布時(shí)間：2018-07-28 17:17

【摘要】：近年來(lái),隨著我國(guó)工業(yè)化、城鎮(zhèn)化進(jìn)程的不斷推進(jìn),城市周邊的高新科技園區(qū)發(fā)展也十分迅速,成為推動(dòng)城市尤其是片區(qū)經(jīng)濟(jì)發(fā)展的巨大驅(qū)動(dòng)力,其帶來(lái)的大量人口聚集效應(yīng),對(duì)科技園周邊房地產(chǎn)的開發(fā)及營(yíng)銷工作提出了更高要求。科學(xué)合理的做好科技園區(qū)周邊房地產(chǎn)項(xiàng)目的營(yíng)銷策劃工作,可以使房地產(chǎn)企業(yè)盡快實(shí)現(xiàn)產(chǎn)品銷售,搶占市場(chǎng),贏得利潤(rùn),獲得知名度；可以使科技園區(qū)從業(yè)人員及周邊居民選擇適合自己的樓盤戶型,滿足居住生活需求,實(shí)現(xiàn)“安居樂(lè)業(yè)”；可以增加房地產(chǎn)項(xiàng)目的人氣,減少園區(qū)人員流失,帶動(dòng)周邊商業(yè)居住氛圍,進(jìn)一步加快園區(qū)的開發(fā)建設(shè),從而從根本上改善片區(qū)居住條件,實(shí)現(xiàn)科技發(fā)展與人文居住的完美結(jié)合。由于科技園區(qū)的建立完善一般需要五到十年的周期,導(dǎo)致周邊房地產(chǎn)項(xiàng)目開發(fā)面臨著時(shí)機(jī)選擇以及各階段采取何種營(yíng)銷策略的問(wèn)題,尤其是作為科技園周邊最早入市的房地產(chǎn)項(xiàng)目,該采取哪種有針對(duì)性的營(yíng)銷策略,如何定價(jià),如何營(yíng)銷,以實(shí)現(xiàn)科技園、房地產(chǎn)企業(yè)、顧客的“三贏”目標(biāo),這都是值得深入研究的問(wèn)題,否則將會(huì)影響片區(qū)房地產(chǎn)項(xiàng)目的發(fā)展信心和質(zhì)量,甚至影響整個(gè)科技園區(qū)的健康有序發(fā)展。 本文即在上述的背景下,通過(guò)對(duì)富士康南寧科技園MLW項(xiàng)目進(jìn)行研究,結(jié)合房地產(chǎn)開發(fā)、市場(chǎng)營(yíng)銷的相關(guān)理論,運(yùn)用文獻(xiàn)法、調(diào)查研究法、SW0T分析等方法,在此基礎(chǔ)上,從南寧市、江南區(qū)的發(fā)展趨勢(shì)入手,依據(jù)沙井片區(qū)以及富士康南寧科技園的發(fā)展規(guī)劃,明確富士康南寧科技園周邊房地產(chǎn)開發(fā)的定位及發(fā)展方向,展望沙井片區(qū)房地產(chǎn)開發(fā)的前景,并以科技園周邊第一個(gè)房地產(chǎn)項(xiàng)目——MLW項(xiàng)目為例,分析包括開盤時(shí)機(jī)策略、產(chǎn)品策略、價(jià)格策略、廣告宣傳策略、促銷營(yíng)銷策略在內(nèi)的營(yíng)銷策略,以求實(shí)現(xiàn)項(xiàng)目的快速銷售,促進(jìn)科技園及沙井片區(qū)的快速發(fā)展,從而為科技園區(qū)周邊房地產(chǎn)項(xiàng)目的營(yíng)銷策略提出合理化建議。
[Abstract]:In recent years, with the development of industrialization and urbanization in our country, the high-tech parks around the city have also developed very rapidly, which has become a huge driving force to promote the economic development of cities, especially in the regions, and has brought about a large number of population aggregation effects. The development and marketing of real estate around the science and technology park put forward higher requirements. Doing the marketing planning work of the real estate project around the science and technology park scientifically and reasonably can make the real estate enterprise realize the product sale as soon as possible, seize the market, win the profit, obtain the popularity; It can enable the employees of the science and technology park and the surrounding residents to choose their own housing units, meet the needs of living and living, and realize "living and working in peace and contentment," and can increase the popularity of real estate projects and reduce the wastage of personnel in the park. Promote the surrounding commercial living atmosphere, further accelerate the development and construction of the park, so as to fundamentally improve the living conditions of the region, and achieve the perfect combination of scientific and technological development and human residence. Since the establishment and perfection of science and technology parks generally need a period of five to ten years, the development of the surrounding real estate projects is faced with the problem of choosing the right time and what marketing strategies should be adopted in each stage. In particular, as the earliest real estate project to enter the market around the Science and Technology Park, what kind of targeted marketing strategy should be adopted, how to price and how to market, in order to achieve the "three-win" goal of science and technology parks, real estate enterprises and customers. This is a problem worthy of further study, otherwise it will affect the development confidence and quality of the real estate project, and even affect the healthy and orderly development of the whole science and technology park. Under the above background, through the research on the MLW project of Foxconn Nanning Science and Technology Park, combining with the theory of real estate development and marketing, using the literature method, the investigation method and SW0T analysis method, on this basis, from Nanning City, Starting with the development trend of Jiangnan District, according to the development plan of the Sand well area and the Foxconn Nanning Science and Technology Park, the orientation and development direction of the real estate development around the Foxconn Nanning Science and Technology Park are made clear, and the prospect of the real estate development in the Sand-well area is prospected. Taking the first real estate project around the Science and Technology Park as an example, this paper analyzes the marketing strategies, including opening opportunity strategy, product strategy, price strategy, advertising strategy and promotion marketing strategy, in order to realize the rapid sales of the project. To promote the rapid development of science and technology park and manhole area, so as to put forward rational suggestions for the marketing strategy of real estate projects around the science and technology park.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F276.44;F274

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