【摘要】：目前,國(guó)內(nèi)的房地產(chǎn)行業(yè)已經(jīng)進(jìn)入激烈的競(jìng)爭(zhēng)時(shí)代。房地產(chǎn)開(kāi)發(fā)商越來(lái)越意識(shí)到市場(chǎng)定位工作的關(guān)鍵。要開(kāi)展房地產(chǎn)項(xiàng)目的市場(chǎng)定位,首先要做的是項(xiàng)目前期的市場(chǎng)定位相關(guān)準(zhǔn)備工作。進(jìn)入以消費(fèi)者為導(dǎo)向的商業(yè)模式以來(lái),房地產(chǎn)開(kāi)發(fā)項(xiàng)目不管是前期的設(shè)計(jì)、施工過(guò)程還是銷售,所有階段的工作都是建立在市場(chǎng)定位基礎(chǔ)上的�？梢哉f(shuō),市場(chǎng)定位工作的水平在一定程度上決定了房地產(chǎn)項(xiàng)目開(kāi)發(fā)的成功或者失敗。目前,國(guó)內(nèi)的房地產(chǎn)項(xiàng)目大多存在定位不完全準(zhǔn)確的現(xiàn)象,導(dǎo)致房地產(chǎn)項(xiàng)目在銷售過(guò)程中的市場(chǎng)匹配程度大打折扣。本研究是基于G項(xiàng)目的市場(chǎng)定位與營(yíng)銷規(guī)劃研究,基本研究?jī)?nèi)容如下:首先介紹了本研究的選題依據(jù)、研究意義、市場(chǎng)定位的國(guó)內(nèi)研究現(xiàn)狀綜述,并介紹了本文的研究架構(gòu);第二章為基本理論與方法介紹,本章重點(diǎn)介紹了市場(chǎng)定位、房地產(chǎn)項(xiàng)目市場(chǎng)定位的基本內(nèi)容與基本原則;第三章為本項(xiàng)目的內(nèi)外部環(huán)境分析,首先介紹了公司及業(yè)務(wù)經(jīng)營(yíng)狀況,接下來(lái)對(duì)項(xiàng)目的宏觀環(huán)境(經(jīng)濟(jì)政策、經(jīng)濟(jì)發(fā)展水平、政治環(huán)境)、項(xiàng)目地址情況與資金實(shí)力、項(xiàng)目的SWOT進(jìn)行了介紹;第四章為基于STP分析方法的G項(xiàng)目市場(chǎng)定位內(nèi)容。本部分首先對(duì)G項(xiàng)目度假區(qū)的基本情況包括樂(lè)園、住宅與商業(yè)區(qū)的規(guī)劃與基本情況進(jìn)行了介紹。接下來(lái)對(duì)項(xiàng)目的交通情況進(jìn)行了介紹。結(jié)合第三章SWOT分析的內(nèi)容、借助于STP分析法,確定了項(xiàng)目的市場(chǎng)細(xì)分-目標(biāo)市場(chǎng)選擇-市場(chǎng)定位研究,確定了項(xiàng)目的重點(diǎn)客戶群體。第五章為營(yíng)銷規(guī)劃研究,主要從項(xiàng)目設(shè)計(jì)、打造市場(chǎng)競(jìng)品、營(yíng)銷策略的制定與物業(yè)服務(wù)四個(gè)方面展開(kāi)。最后是結(jié)論與展望。本研究對(duì)G房地產(chǎn)項(xiàng)目進(jìn)行了市場(chǎng)定位與營(yíng)銷規(guī)劃研究。本文的研究是立足于項(xiàng)目工程實(shí)際情況基礎(chǔ)之上的,對(duì)于G房地產(chǎn)項(xiàng)目的營(yíng)銷管理起到了一定的指導(dǎo)作用。文章在確定房地產(chǎn)項(xiàng)目市場(chǎng)定位過(guò)程中所利用的方法與思路也適用于同行業(yè)企業(yè)的營(yíng)銷管理過(guò)程。
[Abstract]:At present, the domestic real estate industry has entered an era of fierce competition. Real estate developers are increasingly aware of the key to market positioning. To carry out the market positioning of real estate projects, the first thing to do is the preparation of market positioning in the early stage of the project. Since entering the consumer-oriented business model, the real estate development project is based on the market orientation, regardless of the pre-stage design, construction process or sales. It can be said that the level of market positioning determines the success or failure of real estate development to a certain extent. At present, most of the real estate projects in China have the phenomenon of inaccurate positioning, which results in the market matching degree of the real estate projects in the process of sale greatly reduced. This research is based on the G project of market positioning and marketing planning research, the basic research content is as follows: first, introduced the research topic basis, the research significance, the market positioning domestic research present situation summary, and introduced this article research structure; The second chapter is the basic theory and method introduction, this chapter mainly introduces the market orientation, the real estate project market localization basic content and the basic principle, the third chapter is the project internal and external environment analysis, first introduced the company and the business operation situation, Then the macro-environment (economic policy, economic development level, political environment), the project address and financial strength, the SWOT of the project are introduced. The fourth chapter is the market positioning content of G project based on the STP analysis method. This part first introduces the basic situation of G project resorts, including park, residential and commercial district planning and basic information. Next, the traffic situation of the project is introduced. Combined with the content of SWOT analysis in the third chapter, with the help of STP analysis, the market segmentation, target market selection and market positioning of the project are determined, and the key customer groups of the project are determined. The fifth chapter is marketing planning research, mainly from four aspects: project design, market competition, marketing strategy formulation and property service. Finally, the conclusion and prospect are given. This research has carried on the market localization and the marketing plan research to the G real estate project. The research of this paper is based on the actual situation of the project, and plays a guiding role in the marketing management of G real estate project. The methods and ideas used in the process of determining the market orientation of real estate projects are also applicable to the marketing management process of the same industry enterprises.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F299.233.4

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 朱士仁 ,楊守霞 ,李克;特養(yǎng)業(yè)市場(chǎng)定位要慎重[J];河南畜牧獸醫(yī);2002年04期

2 徐慧琴,陳梅;關(guān)于市場(chǎng)定位的分析[J];財(cái)經(jīng)科學(xué);2002年S2期

3 韓天松;市場(chǎng)定位[J];企業(yè)管理;2003年03期

4 鐘國(guó)安;民營(yíng)經(jīng)濟(jì)地位的確定與中小銀行的市場(chǎng)定位[J];克山師專學(xué)報(bào);2003年01期

5 熱孜燕·瓦卡斯;市場(chǎng)定位要謹(jǐn)防誤區(qū)[J];新疆社科論壇;2003年02期

6 袁立華;民營(yíng)企業(yè):我國(guó)風(fēng)險(xiǎn)投資應(yīng)有的市場(chǎng)定位[J];金融與經(jīng)濟(jì);2005年06期

7 單成艷;中小銀行的市場(chǎng)定位與小額信貸[J];大慶社會(huì)科學(xué);2005年01期

8 王茜,王冰;企業(yè)走出市場(chǎng)定位誤區(qū)[J];環(huán)渤海經(jīng)濟(jì)w，

本文編號(hào)：2241345