【摘要】：自2011年經(jīng)國(guó)務(wù)院批準(zhǔn)《橫琴總體發(fā)展規(guī)劃》正式實(shí)施以后,橫琴新區(qū)正逐步建設(shè)成在一國(guó)兩制下探索粵港澳合作新模式的經(jīng)濟(jì)示范區(qū),為粵、港、澳三地合作搭建堅(jiān)實(shí)的橋梁。隨著橫琴新區(qū)“粵、港、澳”合作新模式的建設(shè)工作開展,新區(qū)將逐步成為港、澳地區(qū)居民新的生活區(qū)及日常工作的重點(diǎn)“配套生活區(qū)”。本文以HF公司在橫琴新區(qū)的住宅房地產(chǎn)項(xiàng)目為研究對(duì)象,通過運(yùn)用“SWOT"分析法對(duì)該項(xiàng)目的內(nèi)部環(huán)境與外部環(huán)境的綜合分析,對(duì)本項(xiàng)目開發(fā)建設(shè)以及成品銷售所面臨的機(jī)遇與挑戰(zhàn)、優(yōu)勢(shì)與劣勢(shì)等四個(gè)方面對(duì)橫琴新區(qū)的發(fā)展進(jìn)行分析。橫琴的發(fā)展為HF公司的房地產(chǎn)業(yè)務(wù)帶來不可估量的發(fā)展機(jī)遇,但同時(shí)亦面臨國(guó)家對(duì)房地產(chǎn)業(yè)發(fā)展的適度控制態(tài)度,為HF公司在未來樓盤銷售的營(yíng)銷工作亦帶來極大的挑戰(zhàn)。在通過“SWOT"對(duì)本項(xiàng)目?jī)?nèi)外部的優(yōu)劣因素分析結(jié)果的基礎(chǔ)上,結(jié)合4P營(yíng)銷理論對(duì)本項(xiàng)目產(chǎn)品開發(fā)建設(shè)與設(shè)計(jì)的定位、目標(biāo)銷售價(jià)格的定位、多渠道銷售的策略定位以及產(chǎn)品促銷的策略定位等四方面提出市場(chǎng)營(yíng)銷策略的建議。最后,通過對(duì)現(xiàn)階段項(xiàng)目銷售前期推廣效果做初步后評(píng)價(jià)分析,HF公司通過利用4P營(yíng)銷理論對(duì)橫琴項(xiàng)目所做出的市場(chǎng)營(yíng)銷策略得到較為理想的推廣效果,有效加速本項(xiàng)目推出市場(chǎng)的銷售。本文通過“SWOT”分析法與4P營(yíng)銷理論的相結(jié)合,對(duì)HF公司的橫琴住宅房地產(chǎn)項(xiàng)目在市場(chǎng)營(yíng)銷策略的決策與定位所進(jìn)行的探討與建議,為HF公司制定營(yíng)銷策略有一定的實(shí)際參考意義。
[Abstract]:Since the implementation of the General Development Plan of Hengqin approved by the State Council in 2011, Hengqin New area is gradually being built into an economic demonstration area under one country, two systems to explore the new model of cooperation between Guangdong, Hong Kong and Macao, and to build a solid bridge for the cooperation of Guangdong, Hong Kong and Macao. With the construction of the new cooperation mode of "Guangdong, Hong Kong, and Macao" in Hengqin New area, the new area will gradually become a new living area for residents in Hong Kong and Macao, as well as a key "supporting living area" for daily work. This paper takes the residential real estate project of HF Company in Hengqin New District as the research object, through the use of "SWOT" analysis of the project's internal and external environment comprehensive analysis, This paper analyzes the development of Hengqin New area from the following four aspects: opportunities and challenges, advantages and disadvantages in the development and construction of the project and the sales of finished products. The development of Hengqin brings inestimable opportunities for the real estate business of HF Company, but also faces the moderate control attitude of the state to the development of real estate industry, which brings great challenge to the marketing work of HF Company in the future sale of real estate. On the basis of analyzing the internal and external advantages and disadvantages of the project through "SWOT", combined with the 4P marketing theory, the positioning of the product development, construction and design of the project, the positioning of the target sales price, This paper puts forward the suggestions of marketing strategy from four aspects: the strategic orientation of multi-channel sales and the strategic orientation of product promotion. Finally, through the preliminary post-evaluation analysis on the pre-marketing effect of the current project, HF Company obtains a more ideal promotion effect by using 4P marketing theory to make marketing strategy for Hengqin project. Effectively accelerate the marketing of this project. Through the combination of "SWOT" analysis method and 4P marketing theory, this paper discusses and proposes the marketing strategy of Hengqin residential real estate project of HF Company, which is based on the combination of "SWOT" analysis method and 4P marketing theory. The development of marketing strategy for HF company has certain practical reference significance.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23

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本文編號(hào)：2348229