本文選題：萬翔國際 + 寫字樓��； 參考：《中國海洋大學(xué)》2014年碩士論文

【摘要】：在全球經(jīng)濟(jì)形勢總體處于緩慢復(fù)蘇，我國宏觀經(jīng)濟(jì)進(jìn)入中速增長期的背景下，中國房地產(chǎn)市場在一片“調(diào)控聲”中保持較快速的發(fā)展。住宅市場的“限購、限貸、限價”政策在廈門這個房價幾乎與一線城市持平的二線城市愈演愈烈。對住宅市場“從嚴(yán)從緊”的調(diào)控，在一定程度上遏制投資、投機(jī)性需求的同時，，也將投資者的注意力轉(zhuǎn)向了以寫字樓為代表的商業(yè)地產(chǎn)上。漸漸地寫字樓等商業(yè)地產(chǎn)成為了開發(fā)商競相角逐的新舞臺。隨著新城區(qū)的建設(shè)和新興商務(wù)區(qū)的興起，廈門寫字樓供應(yīng)量激增，市場供過于求，產(chǎn)品同質(zhì)化嚴(yán)重。另外，廈門寫字樓營銷普遍缺乏市場定位和策略指導(dǎo)。因此，研究同質(zhì)化市場競爭環(huán)境下寫字樓的營銷模式具有較大的理論價值和現(xiàn)實意義。 萬翔國際項目地處廈門航空港工業(yè)與物流園區(qū)，是空港物流園區(qū)的中檔寫字樓項目，其營銷存在的問題在廈門同質(zhì)化寫字樓市場中具有典型的代表性。通過分析廈門寫字樓市場營銷環(huán)境的特點，并對萬翔國際項目進(jìn)行實地調(diào)研和開發(fā)商訪談，得出萬翔國際項目銷售不暢的主要原因在于缺乏明確的市場定位、產(chǎn)品設(shè)計不合理、產(chǎn)品定價過高、營銷渠道過于單一、營銷推廣嚴(yán)重不足等。 通過對萬翔國際項目進(jìn)行營銷環(huán)境分析和SWOT分析，在戰(zhàn)略營銷管理理論的指導(dǎo)下，首先，提出萬翔國際項目的營銷目標(biāo)是兩年內(nèi)實現(xiàn)完銷；其次，從寫字樓購買者、購買能力、購買動機(jī)、行業(yè)類型等角度對市場進(jìn)行了細(xì)分，并確定了萬翔國際項目的目標(biāo)市場；最后，通過分析萬翔國際項目的特殊優(yōu)勢和內(nèi)外部環(huán)境狀況，提出了項目“廈門北部灣海空雙港首席商務(wù)中心”的差異化市場戰(zhàn)略定位。 影響萬翔國際項目銷售的主要因素包括產(chǎn)品、價格、渠道、推廣和客戶，故應(yīng)從這五大影響因素入手，構(gòu)建系統(tǒng)的營銷策略體系。在產(chǎn)品方面，針對現(xiàn)房寫字樓項目可以制定產(chǎn)品改進(jìn)策略、產(chǎn)品功能組合策略和產(chǎn)品包裝策略。在價格方面，除價格制定外，根據(jù)實際需要還可以制定價格折扣策略和價格調(diào)整策略。在營銷渠道方面，除直接銷售渠道外，委托代理公司和“一二手房聯(lián)動”都是可以采用的間接銷售渠道。在推廣方面，為塑造全方位的營銷推廣效果，可以建立人員推廣、活動推廣和媒體推廣的三維推廣體系。在客戶資源方面，需要整合異地客戶資源、商會協(xié)會客戶資源以及大客戶資源，以形成強大的客戶資源優(yōu)勢，實現(xiàn)營銷目標(biāo)。
[Abstract]:Under the background of the slow recovery of the global economic situation and the entering of the medium speed growth period, China's real estate market has maintained a relatively rapid development in a "sound of regulation and control".The housing market's "limited purchase, loan, price limit" policy in Xiamen, a second-tier city whose house prices are almost equal to first-tier cities, is becoming increasingly fierce.The tight regulation of the housing market, to some extent, to curb investment, speculative demand, but also the attention of investors to commercial real estate represented by office buildings.Gradually, commercial real estate, such as office buildings, has become a new stage for developers to compete for.With the construction of new urban area and the rise of new business district, the supply of office buildings in Xiamen has increased sharply, the market supply has exceeded the demand, and the products have been homogenized seriously.In addition, Xiamen office marketing general lack of market positioning and strategic guidance.Therefore, it is of great theoretical value and practical significance to study the marketing model of office building under the environment of homogeneous market competition.Wanxiang International Project, which is located in Xiamen Airport Industry and Logistics Park, is the middle grade office building project of the Airport Logistics Park. The problems in its marketing are typical in Xiamen homogenized office building market.By analyzing the characteristics of the marketing environment of Xiamen office building, and conducting field investigation and interview with developers on Wanxiang International Project, it is concluded that the main reason for the poor sales of Wanxiang International Project lies in the lack of clear market positioning and unreasonable product design.The product price is too high, the marketing channel is too single, the marketing promotion is seriously insufficient.Based on the analysis of marketing environment and SWOT of Wanxiang international project, under the guidance of strategic marketing management theory, firstly, it is put forward that the marketing target of Wanxiang international project is to complete sales within two years, secondly, from office buyers, purchasing ability,The market is segmented from the perspective of purchase motivation and industry type, and the target market of Wanxiang international project is determined. Finally, by analyzing the special advantages and internal and external environment of Wanxiang international project,This paper puts forward the differentiated market strategic positioning of Xiamen Beibu Gulf Sea and Air double Port Chief Business Center.The main factors influencing the sales of Wanxiang International Project include products, prices, channels, promotion and customers, so we should start with these five factors and construct the system's marketing strategy system.In terms of products, product improvement strategy, product function combination strategy and product packaging strategy can be made for existing office building project.In price, in addition to pricing, according to the actual needs of the price discount strategy and price adjustment strategy.In the marketing channel, in addition to the direct sales channel, the agency company and the "second-hand housing linkage" can be used as indirect sales channels.In the aspect of promotion, in order to create a comprehensive marketing promotion effect, we can establish a three-dimensional promotion system of personnel promotion, activity promotion and media promotion.In the aspect of customer resources, it is necessary to integrate the resources of customers from different places, from the association of chambers of commerce, as well as from the resources of large customers, in order to form a strong advantage of customer resources and to realize the marketing objectives.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉洪玉;寫字樓物業(yè)管理之二：租客的選擇與租金的確定[J];北京房地產(chǎn);1996年07期

2 楊保軍;;從交易營銷到戰(zhàn)略營銷:營銷理論范式的比較與創(chuàng)新[J];商業(yè)研究;2008年05期

3 楊貴中;鄧學(xué)芬;;我國房地產(chǎn)市場營銷創(chuàng)新的理論與實踐及其啟示[J];西華大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);2006年06期

4 潘成云;;戰(zhàn)略營銷管理理論:一個分析框架[J];當(dāng)代財經(jīng);2006年09期

5 楊保軍;;市場導(dǎo)向的戰(zhàn)略營銷管理:一個分析的框架[J];當(dāng)代經(jīng)濟(jì)管理;2008年08期

6 申光龍;柳映珍;何克敏;;整合營銷傳播戰(zhàn)略評估指標(biāo)體系研究[J];管理科學(xué);2006年01期

7 唐昊宇;;傳統(tǒng)營銷理論在房地產(chǎn)市場營銷中的運用分析[J];經(jīng)濟(jì)視角(下);2008年08期

8 周海華;;活動營銷開辟藍(lán)海 策劃制勝是關(guān)鍵[J];通信世界;2008年37期

9 曾春水;;提升房地產(chǎn)企業(yè)核心競爭力的4V營銷策略構(gòu)建[J];企業(yè)經(jīng)濟(jì);2011年04期

10 黃建偉;張麗;趙佳妮;;空港物流園區(qū):產(chǎn)業(yè)集群競爭優(yōu)勢視角的研究[J];中國市場;2008年28期

本文編號：1765478