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  本文關鍵詞：星語林汀湘十里項目營銷策略研究　出處：《湖南大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 星語林汀湘十里 房地產 營銷策略 營銷控制

【摘要】：隨著我國經濟的平穩(wěn)快速發(fā)展,房地產行業(yè)也獲得了極大的發(fā)展。房地產市場日益規(guī)范,進入門檻越來越高、競爭也越來越激烈。房地產營銷的成功與否將直接決定開發(fā)公司能否在市場上生存、發(fā)展。星語林汀湘十里項目是長沙創(chuàng)普集團投資開發(fā)的一個新中式湖湘文化親水大盤,在競爭日趨激烈的市場中,星語林汀湘十里項目必須依托自身的獨特優(yōu)勢,制定并實施正確的營銷策略,才有可能在市場中脫穎而出。本文針對消費者的現實和潛在需求進行了市場調查、整理并從宏觀、中觀、微觀三個層面分析了項目面臨的市場營銷環(huán)境。在此基礎上,利用SWOT分析矩陣分析了項目自身在產品及營銷條件上的優(yōu)勢、劣勢,以及在外部市場中的機遇、挑戰(zhàn)。然后,根據建立在4C架構上的4P理論,構想了差異化的項目圈層營銷策略,并最終確定了實施營銷策略的步驟及具體做法。本文認為,營銷控制是整個營銷策略的一個必要組成部分,它能夠使企業(yè)更主動地對市場變化進行反應,幫助企業(yè)構建經營競爭優(yōu)勢。為確保本文所提出營銷策略的實施,文章對營銷節(jié)奏、推售進度、銷售價格等方面提出了營銷控制的思想及具體標準。同時,房地產項目營銷措施的有效實施離不開企業(yè)內部資源的支持,本文還從人力資源及組織保障、報批報建及工程建設保障、資金保障等方面思考如何保障項目營銷策略的有效實施。本論文的研究成果不僅會對該項目的成功運作起到決策性的作用、直接有助于促進項目銷售,還將對開發(fā)企業(yè)長沙創(chuàng)普集團的經營管理等方面起到有益的促進作用。
[Abstract]:With the steady and rapid development of China's economy, the real estate industry has gained great development. The real estate market is increasingly standardized, and higher barriers to entry, competition has become increasingly fierce. The real estate marketing success will directly determine the development company can survive in the market development. In ten star Tingxiang forest project Changsha is creating a new Chinese culture hydrophilic Pu Group investment in the development of the market, in the increasingly fierce market competition, the ten star in Tingxiang forest project must rely on their own unique advantages, formulate and implement the correct marketing strategy, is only possible in the market. This talent shows itself for the consumer market survey's reality and potential demand the finishing and from the macro, meso and micro three level analysis of the project's marketing environment. On the basis of this analysis, matrix analysis of the project itself in the product and the use of SWOT Marketing advantages, disadvantages, opportunities and challenges, in the external market. Then, according to the 4C architecture on the 4P theory, the concept of differentiated marketing strategy project circle, and ultimately determine the steps of implementing the marketing strategy and practice. This paper argues that the marketing control is one of the necessary part of the marketing strategy, it can make enterprises more active in response to changes in the market, help the competitive advantage. In order to ensure that the proposed implementation of the marketing strategy, the marketing rhythm, sales progress, put forward the idea of marketing control and the specific standard sales price and so on. At the same time, the effective implementation of marketing measures of real estate projects cannot do without the support of internal resources, the human resources and organizational security, Java and construction security, financial security and other aspects on how to guarantee the project The effective implementation of marketing strategy will not only play a decisive role in the successful operation of the project, but also directly contribute to the promotion of project sales, and will also play a beneficial role in promoting the management and operation of Changsha Chuang Pu Group.

【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F299.233.4

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