【摘要】：房地產(chǎn)業(yè)作為我國(guó)國(guó)民經(jīng)濟(jì)發(fā)展的支柱產(chǎn)業(yè),對(duì)整個(gè)國(guó)民經(jīng)濟(jì)發(fā)展具有舉足輕重作用。隨著我國(guó)經(jīng)濟(jì)社會(huì)的發(fā)展,市民消費(fèi)水平和購(gòu)買能力也在穩(wěn)步增長(zhǎng),但近幾年面對(duì)各地持續(xù)上升的房?jī)r(jià)和社會(huì)輿論的壓力,為了遏制房?jī)r(jià)上漲過快,保證房地產(chǎn)市場(chǎng)的合理發(fā)展,政府出臺(tái)了一系列的宏觀調(diào)控政策,從抑制需求、增加供給、加強(qiáng)監(jiān)管等方面進(jìn)行了全方位的調(diào)控。 如今,房地產(chǎn)產(chǎn)品日漸成熟,同質(zhì)化日益嚴(yán)重以及消費(fèi)者日益增強(qiáng)的購(gòu)房理性化等對(duì)房地產(chǎn)業(yè)的發(fā)展帶來了巨大壓力。房地產(chǎn)市場(chǎng)的轉(zhuǎn)型、銷售商品固有特性的合理化、科學(xué)化成為了企業(yè)健康發(fā)展的重要條件,房地產(chǎn)營(yíng)銷理所當(dāng)然受到房地產(chǎn)開發(fā)商的高度重視。但目前許多開發(fā)商營(yíng)銷策劃的實(shí)踐歷史不長(zhǎng),房地產(chǎn)市場(chǎng)營(yíng)銷策劃還存在許多問題,直接影響了企業(yè)本身的發(fā)展,制訂科學(xué)完善的營(yíng)銷策劃已成為決定企業(yè)經(jīng)營(yíng)成敗的關(guān)鍵。在現(xiàn)代市場(chǎng)經(jīng)濟(jì)條件下,房地產(chǎn)企業(yè)取勝的關(guān)鍵在于能否為市場(chǎng)提供消費(fèi)者所需的產(chǎn)品,通過交換實(shí)現(xiàn)產(chǎn)品價(jià)值,從而促進(jìn)企業(yè)的不斷發(fā)展。但目前許多開發(fā)商營(yíng)銷策劃的實(shí)踐歷史不長(zhǎng),現(xiàn)在的房地產(chǎn)市場(chǎng)營(yíng)銷策劃還存在許多問題,直接影響了企業(yè)本身的發(fā)展。因此,營(yíng)銷策略關(guān)系到企業(yè)經(jīng)營(yíng)成敗的關(guān)鍵,為了保證企業(yè)的快速發(fā)展,良好的營(yíng)銷策略顯得尤為重要。 論文結(jié)合工作實(shí)踐,運(yùn)用所學(xué)理論知識(shí),就“清華城35萬m2城市綜合體”制訂出一份詳細(xì)的商業(yè)計(jì)劃書。通過對(duì)我國(guó)宏觀經(jīng)濟(jì)環(huán)境、行業(yè)環(huán)境、市場(chǎng)供求等分析,理清我國(guó)房地產(chǎn)市場(chǎng)現(xiàn)狀、未來發(fā)展趨勢(shì)、清華城的優(yōu)劣勢(shì)和機(jī)遇挑戰(zhàn),并據(jù)此制訂清華城的營(yíng)銷方案,包括目標(biāo)市場(chǎng)選擇、市場(chǎng)定位、營(yíng)銷組合,為營(yíng)銷方案的實(shí)施做出詳細(xì)策劃,通過對(duì)項(xiàng)目風(fēng)險(xiǎn)的分析,提出了相應(yīng)的風(fēng)險(xiǎn)防控措施。本文深入剖析“清華城·華貿(mào)中心”項(xiàng)目市場(chǎng)營(yíng)銷的戰(zhàn)略制定,通過公司的內(nèi)外部分析,進(jìn)行項(xiàng)目所在區(qū)域的市場(chǎng)分析,確定該項(xiàng)目的目標(biāo)市場(chǎng)及市場(chǎng)定位,并制定出一套營(yíng)銷組合策略,描寫營(yíng)銷戰(zhàn)略制定的全過程,旨在為公司提供清晰的推廣節(jié)點(diǎn)和銷售周期,讓公司對(duì)項(xiàng)目經(jīng)營(yíng)有明確的認(rèn)識(shí)和判斷。
[Abstract]:As the pillar industry of our national economy, real estate industry plays an important role in the development of the whole national economy. With the development of our country's economy and society, the consumption level and purchasing ability of citizens are also increasing steadily. However, in recent years, in the face of rising housing prices and the pressure of public opinion, in order to curb the rapid rise of house prices, To ensure the reasonable development of the real estate market, the government has issued a series of macro-control policies, including restraining demand, increasing supply, strengthening supervision and so on. Nowadays, the development of real estate industry is under great pressure, such as the maturity of real estate products, the increasingly serious homogeneity and the increasing rationalization of the purchase of real estate by consumers. The transformation of the real estate market and the rationalization of the inherent characteristics of the sale of goods have become an important condition for the healthy development of the enterprise. The real estate marketing is naturally attached great importance to by the real estate developers. But at present, many developers have a short history of marketing planning, and there are still many problems in real estate marketing planning, which directly affect the development of enterprises themselves. Making scientific and perfect marketing planning has become the key to the success or failure of enterprise management. Under the condition of modern market economy, the key to the success of real estate enterprises lies in whether the market can provide the products that consumers need, and realize the value of products through exchange, thus promoting the continuous development of enterprises. However, many developers have a short history of marketing planning, and there are still many problems in the marketing planning of real estate, which directly affects the development of the enterprise itself. Therefore, marketing strategy is the key to the success or failure of enterprise management, in order to ensure the rapid development of enterprises, a good marketing strategy is particularly important. Combining with the work practice and using the theoretical knowledge, this paper draws up a detailed business plan for the "350000 m2 urban complex of Qinghua City". Through the analysis of the macroeconomic environment, industry environment, market supply and demand of our country, this paper clarifies the present situation of the real estate market, the future development trend, the advantages and disadvantages of Tsinghua City and the opportunities and challenges, and formulates the marketing plan of Tsinghua City accordingly. Including target market selection, market positioning, marketing combination, detailed planning for the implementation of the marketing program, through the analysis of project risk, the corresponding risk prevention and control measures are put forward. This paper deeply analyzes the marketing strategy of the "Tsinghua City and China Trade Center" project, and through the internal and external analysis of the company, carries on the market analysis of the area where the project is located, and determines the target market and market positioning of the project. A set of marketing combination strategies is developed to describe the whole process of marketing strategy formulation. The purpose is to provide the company with a clear promotion node and sales cycle, so that the company has a clear understanding and judgment of project management.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F727

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