李滄區(qū)萬達廣場項目營銷策略研究
發(fā)布時間：2018-12-18 04:01
【摘要】：伴隨著我國改革開放和經(jīng)濟的迅速發(fā)展。房地產(chǎn)市場經(jīng)濟的發(fā)展尤為重要,支撐著我國經(jīng)濟的穩(wěn)定可持續(xù)發(fā)展,經(jīng)濟的迅速增長,帶動著城市化進程的腳部也快速前進,因此,房地產(chǎn)市場的環(huán)境收到宏觀經(jīng)濟政策的深刻影響。這幾年,房地產(chǎn)市場的行情也發(fā)生著快速的變化,造成房地產(chǎn)投資的高速增長,高風險的房市嚴重制約著經(jīng)濟健康發(fā)展的趨勢。房價上漲的幅度和深度都過高過快,直接影響著消費者對房地產(chǎn)的消費需求,一些地區(qū)還因為過熱的投資引發(fā)社會問題,國家對此,也出臺了相關的抑制房價上漲的相關政策和措施,嚴重的影響著房地產(chǎn)企業(yè)的未來發(fā)展方向。在機遇和挑戰(zhàn)這把雙刃劍的環(huán)境中,如何制定有效的營銷策略是房地產(chǎn)開發(fā)商成功與失敗的關鍵因素,即房地產(chǎn)經(jīng)營進程中必不可缺少的是市場營銷策略組合的策劃。本文主要采用理論與實證分析結(jié)合的方法,通過對項目管理、市場營銷、房地產(chǎn)營銷理論及近年來創(chuàng)新的營銷策略和項目化管理方法進行溯源,研究房地產(chǎn)市場的微觀與宏觀環(huán)境,進而對李滄區(qū)萬達廣場項目進行SWOT分析,結(jié)合該案例實證分析營銷策略的選擇、確定和保障。本文在研究內(nèi)容上分為七部分。第一部分是引言,主要對本文的研究背景、研究思路、研究方法與創(chuàng)新點等進行簡要的概括。第二部分是理論綜述,闡述了房地產(chǎn)項目管理、房地產(chǎn)營銷的理論基礎和策略創(chuàng)新,為本文的分析研究提供理論依據(jù)。第三部分是李滄區(qū)萬達廣場項目的整體概況分析,主要是對項目概況、營銷環(huán)境以及項目本身的進度與成本進行簡單的分析,最終在此基礎上進行項目的SWOT分析。第四部分是李滄區(qū)萬達廣場項目的營銷市場分析,主要分析李滄區(qū)萬達廣場區(qū)域市場需求、競爭市場需求以及從住宅客戶和商業(yè)客戶兩個角度的客戶定位分析,確定目標客戶。第五部分是李滄區(qū)萬達廣場項目的營銷策略的選擇與確定,結(jié)合4Ps理論和項目管理的方法,從產(chǎn)品策略、促銷策略、渠道策略、品牌策略以及價格策略進行選擇和組合創(chuàng)新。第六部分是李滄區(qū)萬達廣場項目保障方案設計,通過對營銷策略實施過程中可能出現(xiàn)問題的預測及分析,對營銷策略進行有效控制,并提出應對建議和保障措施。第七部分是結(jié)語,總結(jié)本文研究的主要結(jié)論,提出今后房地產(chǎn)營銷的發(fā)展展望和研究設想。
[Abstract]:With the rapid development of China's reform and opening up and economy. The development of the real estate market economy is particularly important, supporting the stable and sustainable development of our economy, the rapid growth of the economy, driving the rapid progress of the urbanization process, therefore, The environment of the real estate market is deeply influenced by macroeconomic policies. In recent years, the real estate market has also undergone rapid changes, resulting in the rapid growth of real estate investment, the high risk of housing market seriously restricts the healthy development of the economy. The extent and depth of the rise in house prices are too high and too fast, which directly affects consumer demand for real estate. Some regions have also caused social problems because of overheated investment. The state has responded to this. Also issued related policies and measures to curb the rise of house prices, seriously affecting the future development direction of real estate enterprises. In the environment of opportunity and challenge, how to formulate effective marketing strategy is the key factor of success and failure of real estate developer, that is, the planning of marketing strategy combination is indispensable in the process of real estate management. This paper mainly adopts the method of combining theory and empirical analysis to trace the source of project management, marketing, real estate marketing theory, innovative marketing strategies and project management methods in recent years. This paper studies the micro and macro environment of the real estate market, and then carries on the SWOT analysis to the Wanda Square project in the district of Li Cang, and analyzes the choice of the marketing strategy with the example of this case, and determines and guarantees the marketing strategy. This paper is divided into seven parts. The first part is the introduction, mainly to the research background, the research thought, the research method and the innovation point and so on carries on the brief summary. The second part is a theoretical summary, which expounds the theoretical basis and strategy innovation of real estate project management, real estate marketing, and provides the theoretical basis for the analysis and research of this paper. The third part is the analysis of the overall situation of Wanda Square Project in Licang District. It mainly analyzes the general situation of the project, the marketing environment and the progress and cost of the project itself. Finally, the SWOT analysis of the project is carried out on this basis. The fourth part is the marketing market analysis of Wanda Square Project in Licang District. It mainly analyzes the market demand, competitive market demand and customer orientation analysis from two angles of residential and commercial customers, and determines the target customers. The fifth part is the selection and determination of the marketing strategy of Wanda Square Project in LiCang District. Combined with 4Ps theory and project management method, the selection and combination innovation are carried out from product strategy, promotion strategy, channel strategy, brand strategy and price strategy. The sixth part is the project guarantee scheme design of Wanda Square in Licang District. Through the prediction and analysis of the possible problems in the implementation of marketing strategy, the effective control of marketing strategy is carried out, and the corresponding suggestions and safeguard measures are put forward. The seventh part is the conclusion, summarizes the main conclusions of this study, and puts forward the future development prospects and research ideas of real estate marketing.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4
本文編號：2385305
[Abstract]:With the rapid development of China's reform and opening up and economy. The development of the real estate market economy is particularly important, supporting the stable and sustainable development of our economy, the rapid growth of the economy, driving the rapid progress of the urbanization process, therefore, The environment of the real estate market is deeply influenced by macroeconomic policies. In recent years, the real estate market has also undergone rapid changes, resulting in the rapid growth of real estate investment, the high risk of housing market seriously restricts the healthy development of the economy. The extent and depth of the rise in house prices are too high and too fast, which directly affects consumer demand for real estate. Some regions have also caused social problems because of overheated investment. The state has responded to this. Also issued related policies and measures to curb the rise of house prices, seriously affecting the future development direction of real estate enterprises. In the environment of opportunity and challenge, how to formulate effective marketing strategy is the key factor of success and failure of real estate developer, that is, the planning of marketing strategy combination is indispensable in the process of real estate management. This paper mainly adopts the method of combining theory and empirical analysis to trace the source of project management, marketing, real estate marketing theory, innovative marketing strategies and project management methods in recent years. This paper studies the micro and macro environment of the real estate market, and then carries on the SWOT analysis to the Wanda Square project in the district of Li Cang, and analyzes the choice of the marketing strategy with the example of this case, and determines and guarantees the marketing strategy. This paper is divided into seven parts. The first part is the introduction, mainly to the research background, the research thought, the research method and the innovation point and so on carries on the brief summary. The second part is a theoretical summary, which expounds the theoretical basis and strategy innovation of real estate project management, real estate marketing, and provides the theoretical basis for the analysis and research of this paper. The third part is the analysis of the overall situation of Wanda Square Project in Licang District. It mainly analyzes the general situation of the project, the marketing environment and the progress and cost of the project itself. Finally, the SWOT analysis of the project is carried out on this basis. The fourth part is the marketing market analysis of Wanda Square Project in Licang District. It mainly analyzes the market demand, competitive market demand and customer orientation analysis from two angles of residential and commercial customers, and determines the target customers. The fifth part is the selection and determination of the marketing strategy of Wanda Square Project in LiCang District. Combined with 4Ps theory and project management method, the selection and combination innovation are carried out from product strategy, promotion strategy, channel strategy, brand strategy and price strategy. The sixth part is the project guarantee scheme design of Wanda Square in Licang District. Through the prediction and analysis of the possible problems in the implementation of marketing strategy, the effective control of marketing strategy is carried out, and the corresponding suggestions and safeguard measures are put forward. The seventh part is the conclusion, summarizes the main conclusions of this study, and puts forward the future development prospects and research ideas of real estate marketing.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4
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